After a severe slump in the 2010s, Coach engineered a comeback by winning over Gen Z. In 2024, Coach surpassed Michael Kors to capture 2nd place in the U.S. luxury handbag market. It’s bags the Tabby and the Brooklyn were some of the most wanted products that year, according to Lyst. In its most recent fiscal quarter, Q3 2025, more than two-thirds of the brand’s nearly 900,000 new customers in North America were Gen Z and millennials. And its success has boosted its parent company, Tapestry.
Chapters:
0:00 Introduction
1:21 Chapter 1. Building a brand
3:03 Chapter 2. Turnaround
7:10 Chapter 3. Opportunities and risks
Produced and Shot by: Natalie Rice
Edited by: Evan Lee Miller
Additional Camera by: Ryan Baker
Animation: Jason Reginato, Emily Park
Senior Managing Producer: Tala Hadavi
Additional sources: PitchBook
Additional footage: AP Photo, Coach, Getty Images
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Why Gen Z Fell In Love With Coach
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