Coach Gen Z Comeback
Once considered a relic of early 2000s mall culture, Coach has reemerged as one of the hottest names in fashion — thanks largely to the style-savvy and nostalgia-loving Gen Z. After enduring a steep slump throughout much of the 2010s, the American leather goods brand has orchestrated a stunning comeback, culminating in a major milestone: in 2024, Coach overtook Michael Kors to become the second-largest player in the U.S. luxury handbag market. And the shift is no fluke. In Q3 of 2025 alone, more than two-thirds of Coach’s 900,000 new North American customers were Gen Z and millennials.
So how did a brand once seen as “your mom’s purse” become one of the most desired fashion labels for the TikTok generation?
A Brand With History — And A Fresh Vision
Founded in New York City in 1941, Coach built its legacy on craftsmanship and classic leather goods. But by the mid-2010s, the brand was struggling. It had overexpanded into outlet malls, diluted its prestige, and failed to keep pace with shifting fashion trends. The brand began to feel stale, especially in the eyes of younger consumers gravitating toward European fashion houses and minimalist Instagram brands.
Enter Coach’s reinvention strategy: under the leadership of CEO Todd Kahn and creative director Stuart Vevers, the company leaned into what made Coach special — heritage craftsmanship and New York attitude — while embracing bold, contemporary aesthetics and playful marketing that resonated with a new generation.
The Tabby Effect
The launch — and viral success — of the Tabby Bag played a pivotal role in Coach’s resurgence. The plush, pillowy silhouette of the Pillow Tabby became an instant hit on TikTok and Instagram, offering both vintage appeal and modern charm. It wasn’t just a bag — it was a vibe. At a time when Gen Z was rediscovering Y2K fashion and turning away from quiet luxury, the Tabby hit the sweet spot: colorful, fun, and proudly branded.
Soon after, the Brooklyn Bag joined the lineup and found similar success, becoming a fixture on Lyst’s most-wanted product lists. The popularity of these bags wasn’t just driven by aesthetics; at a price point more accessible than top-tier luxury houses, Coach offered Gen Z an entry into high-quality fashion without the four-figure commitment.
Winning Over Gen Z
Coach didn’t stop at product. The brand invested heavily in social media, inclusive casting, and collaborations with influencers who represent the diversity and values Gen Z prioritizes. Campaigns featuring personalities like Lil Nas X, Camila Mendes, and rising TikTok stars helped Coach shed its old reputation and reposition itself as a brand for the moment.
The company also leaned into sustainability, a key concern for young shoppers. Coach’s (Re)Loved program, which refurbishes and resells vintage and pre-owned bags, won praise for promoting circular fashion. Combined with strong community-building efforts — from Coach’s “Wear Your Shine” campaign to pop-up experiences — the brand became more than a label; it became a lifestyle.
Boosting Tapestry’s Bottom Line
Coach’s success has had ripple effects. Parent company Tapestry Inc., which also owns Kate Spade and Stuart Weitzman, has seen notable growth thanks to Coach’s surging popularity. With Gen Z and millennial consumers accounting for a growing share of luxury spending globally, Coach’s revitalized image has positioned it as a key pillar of Tapestry’s portfolio.
Looking Ahead
Coach’s reinvention isn’t just a marketing case study — it’s a model for how legacy brands can remain relevant in a fast-moving, trend-driven world. By honoring its heritage while embracing youth culture and digital storytelling, Coach has captured the hearts — and wallets — of Gen Z.
If the brand continues its current momentum, it may soon challenge even bigger names in the luxury space. For now, Coach isn’t just back — it’s thriving.
