The Revival of Coach
- Demi Kirkopoulos
- Oct 8
- 2 min read
Created in 1941, Coach is a company founded on the belief in carefully and ethically made bags, driving inspiration for buyers and offering a timeless purse built to last a lifetime. Every stitch is made to last, and every bag has a story. With its simple hardware and tasteful logo, it is no coincidence so many celebrities in the past decade have been spotted carrying a Coach bag, whether on a red carpet or during a simple stroll down the street. But one thing Coach’s current creative director, Stuart Vevers, could not have expected was the sudden popularity of Coach bags among Gen Z.
In 2021, Vevers designed the Coach Pillow Tabby, a redesign of an archival bag from the 1970s, featuring plush leather and their signature “C” logo hardware. The world was still in a global lockdown, with little for young people to do other than scroll on TikTok and online shop. The sales for this bag increased exponentially among younger audiences as more and more influencers started creating “What’s in My Bag” TikToks or highlighted the “Must Have Bags of the Spring”, often including the Pillow Tabby.
With the newfound love among Gen Z for the Pillow Tabby, young people began to explore other bags that the company had to offer and have stuck around for the newest drops and line releases. Now, if you are one to typically look on social media for purse recommendations, it is difficult to avoid seeing some sort of bag from Coach. So many videos online consist of thrifting the older styles of Coach bags from the 90s, Gen Z showing off Coach bags their mother or grandmother handed down to them, or simply refurbishing a secondhand Coach bag. It’s clear Gen Z is not just interested in the new bags; they’re deeply invested in the older styles, signifying the timeless designs and the utter affection this demographic has for the brand.
In the past year, the marketing team at Coach has made resounding efforts to connect further with its Gen Z audience. One notable strategy was sponsoring the final season of the hit Amazon Prime show, “The Summer I Turned Pretty.” Advertisements for the brand-new collaborative line were ingrained in the pre-show ads, with female lead, Belly, played by Lola Tung, spotted in multiple scenes carrying bags from the collection. Coach went even further and featured Tung in their ad campaign for the line. The campaign consisted of bags, apparel, and accessories that spoke directly to young college age buyers who were fans of the show.
It is not often you see a luxury company that is deeply rooted in elegance and timelessness actively promoting its bags to young people. However, Coach has recognized the heightened popularity among Gen Z, and their marketing efforts will continue catering to this group for the foreseeable future. Coach creates bags that are made to last a lifetime, and if the last five years are any signifier, Gen Z wants to be a part of it.
Written by: Demi Kirkopoulos
Edited by: Angelina Dang
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