Coach: The American Luxury Brand with a Heritage in Leather

Coach, commonly known as Coach New York, is an American fashion house founded in 1941 in New York City. The brand is recognized as the “Original American House of Leather” and is renowned for its high-quality handbags and leather accessories. Coach began as a small workshop with a few skilled leather artisans and over decades became a leading player in the “accessible luxury” market. In recent years, the brand has reinvented its identity with innovative collections, bridging its handcrafted leather heritage with contemporary urban design. Coach is now part of the Tapestry, Inc. holding company and is one of its main growth drivers.
(en.wikipedia.org)

Brand Slogans and Messaging

Throughout its history, Coach has used various slogans:

• Original American House of Leather: highlighting the brand’s leather-making heritage and historical identity.

• Contemporary campaigns such as “Courage to Be Real” or “Unlock Your Courage” focus on personal bravery and self-expression, showing a shift from purely product-centered messaging to brand storytelling and values.
  (coach.com)

Founders’ Biography (Miles and Lillian Cahn)

Coach originally started as a small workshop in New York. Later, Miles Cahn and his wife Lillian Cahn joined the company and shaped its growth path. Miles developed a process to soften and strengthen leather, while Lillian suggested producing women’s leather handbags — a pivotal decision in Coach’s success. The Cahns acquired ownership of the company in 1961 and, focusing on quality and simple yet durable designs, laid the foundation for the brand.
(en.wikipedia.org)

Recent Growth of Coach Brand

1. In the fiscal year 2025, Coach was the primary driver of growth for Tapestry, Inc. The brand achieved a 10% increase in revenue (constant currency) versus the prior year for the full year, boosting Tapestry’s total revenue to approximately US$7.0 billion. tapestry.gcs-web.com+1

2. In Q4 of FY2025, Coach posted a 14% year-over-year revenue increase (13% in constant currency), helping Tapestry achieve an 8% overall revenue rise for that quarter. tapestry.gcs-web.com+1

3. Coach’s handbag category has been particularly strong: average unit retail (AUR) rose in the mid-teens percentage range in Q4, reflecting both premium pricing and customer willingness to pay more. tapestry.gcs-web.com+2Nasdaq+2

4. The brand has been especially successful in attracting Gen Z and Millennial customers — these groups account for roughly 60% of new customers in North America during these recent reporting periods. tapestry.gcs-web.com+2Nasdaq+2

5. Geographically, growth has been strong not only in North America but also in Europe and the Asia-Pacific region. Particularly impressive is the revenue growth in Greater China in Q4 of FY2025, which increased around 18% (constant currency), and Europe also showing double-digit growth. tapestry.gcs-web.com+2Retail Insight Network+2

6. Coach’s performance has helped Tapestry expand margins: gross margin has improved (e.g., expansion of ~210 basis points over year), helped by operational efficiencies and higher priced items. tapestry.gcs-web.com+1

The Tabby Line — A Standout Handbag Series from Coach

The Tabby line is one of Coach’s most recognizable and beloved handbag collections. Originally inspired by archival 1970s Coach silhouettes, the Tabby series has been reimagined with softer leathers and a more modern feel. Tabby bags feature clean lines, Signature “C” hardware, and detachable straps, allowing them to be worn as a top-handle, shoulder bag, or crossbody. One especially popular variant is the Pillow Tabby, which offers a plush, pillow-like texture that merges comfort with luxury. Tabby’s popularity has surged among younger consumers (Gen Z in particular), notably on social media platforms like TikTok. Farfetch+2Vogue Business+2

Why Tabby Matters

• Heritage + Innovation: The Tabby line effectively bridges Coach’s archival designs (from the 1970s) with contemporary craftsmanship—softer leathers, refined hardware, and modern usability. Farfetch+2Coach+2

• Versatile Carry Options: With multiple strap options and design choices, Tabby bags adapt to many occasions—dressed up or down; wearable in different styles. Farfetch

• Cultural Relevance & Social Buzz: Models like the Pillow Tabby have gone viral, turning Tabby into an icon of Coach—not only as a luxury brand but also as a trend-savvy label accessible to broader audiences. Vogue Business+1