We all know what brand someone is wearing when we see the iconic C. However, that C has become much more prevalent as of late. I know for certain that the 1941 brand has been decorating my Pinterest and Instagram discovery pages recently, but why is that? I’m here to give you the low-down on how the company is becoming a master at marketing.
Originally named Manhattan Leather Bags by Lillian and Miles Cahn, the company founder created 12 excellently crafted bags that featured tan, high-quality leather. The brand did not have its first big break until 1962, when they hired Bonnie Cashin, their first ever designer. With a full-time curator on hand, Coach was able to up their style and game. Later in ‘79, Lew Frankfurt (future CEO starting in 2013) transformed the company into the internationally known brand, filling the gap between extremely expensive and cheap. This was the catalyst for the trademark classics we all know and love, and it spurred social media classics such as the Tabby and the Carryall.
However, the recent surge in popularity is due to their recent marketing tactics, and the carrying of their bags by some of your favorite celebrities such as Bella Hadid, Selena Gomez and more. In addition to a new celebrity fanbase, rebranding and fresh style ideas, the brand has been able to bounce back. This is also evident in the brand’s social media presence, causing it to garner the attention of Gen Z. The freshness of the pieces and new cult classics such as the Tabby and the Brooklynn (as seen being worn by Bella Hadid) have helped Coach capture the attention of the next generation.
Additionally, Coach opened up their own coffee shop in New Jersey and played a key and essential role in the ongoing bag charm trend. They also turned a controversy to their benefit: after being caught in the crosshairs of online commenters, the brand opened their own sublabel deemed Coachtopia – creating new styles out of the recycled materials of past bags.
Therefore, after a conglomeration of new marketing tactics and brand switch ups, Coach has been able to earn a spot on Gen Z’s most trendy brands.
