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How Tapestry CEO Joanne Crevoiserat Is Making Coach Cool Again

"We have made the strategic choice to focus on the young consumer," Crevoiserat said. "We want to earn the right to be her first luxury bag purchase. It fosters brand love for a lifetime."

For about a decade leading up to COVID-19, Coach was on a slow decline. Despite its reputation for premium materials and craftsmanship, the brand was increasingly seen as something of an outlet afterthought. But in recent years, the 85-year-old handbag maker has staged a striking comeback. With its colorful “Tabby” a few years ago and the more recent street-chic “Brooklyn,” along with the ambassadorship of youthful Hollywood icons like Selena Gomez and Elle Fanning, Coach is suddenly cool again. All of it suggests that the turnaround under Joanne Crevoiserat, the CEO of Coach’s parent company Tapestry (which also owns Kate Spade and Stuart Weitzman), is working.

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