Coach’s Stuart Vevers puts gen Z on the catwalk at New York fashion week The designer says young adults are ‘being who they want to be and using fashion to give them that confidence’.
With demand up 332% year on year, Coach leapfrogged Alaïa, Gucci and Bottega Veneta to become the fifth hottest brand after Miu Miu, Saint Laurent, Prada and Loewe.
Coach has connected with younger consumers on sustainability, offering repairs, upcycling ideas or store credit to those looking to trade in or restore their existing Coach handbag.
The Coach chief executive, Todd Kahn, told Vogue this week: “Something maybe very American in us is [that] I don’t feel good about having someone save up three months of salary to buy a handbag.”.
To make fashion that speaks to the moment, “you have to talk to the younger generation”, said designer Stuart Vevers after the show.
