Coach Wants to Be the Next Michael Kors, or Tory Burch

(Courtesy of Coach)

Coach has some major plans for 2013. The handbag label is getting into the lifestyle game first by amping up its shoe offerings, and then by rolling out loads of apparel, watches, and jewelry just in time for this year's holiday season. 

This aggressive rebranding is part of Coach's master plan to scare Michael Kors and Tory Burch a little both labels have been steadily poaching Coach's customers. But, unlike Coach, Michael and Tory made names for themselves as fashion designers before gaining massive followings for their accessories (Michael Kors watches and Tory Burch flats, we're looking at you). 

"Instead of designing accessories to fill a need, we’re thinking more about the woman, who she is, where she goes, what is her life like and how does it feel, to move Coach from…where you think of a Coach bag, to now when you think of Coach, you will think of a woman or a man and you think of their lifestyle,” Reed Krakoff, Coach's creative director told WWD of his plans for the label. “You think of their lifestyle and you think of all aspects of that sense of style and that sense of how they live their life."

How does the Coach woman live her life? Judging by the photos of the brand's (still pretty spare) ready to wear collection, she spends 45 minutes each morning artfully mussing her hair before selecting a lightweight coat from her neutral-filled closet, applying a dab of rosebud salve to her lips, grabbing her Coach Legacy duffel, and heading out for a day of light errands, like stopping by the farmer's market to buy a bouquet of peonies, and shopping for artisanal teas. 
I'm the Senior Associate Editor at StyleBistro. Follow me: Google
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