The Coach Comeback

By Madison Antino, Senior Writer Edited by Tessa Reiner

Just a few years ago Coach was falling out of relevance in the fashion world, as they tried to cling to what little popularity they had left after their oversaturation during the 2000s. The bags became outdated, the runway shows made little noise, and the C-covered purses and wristlets sat untouched in our moms closets. When Creative Director Stuart Vevers was selected for the job in 2013, Business of Fashion called it “an ailing brand no longer in its prime.” Then in 2021, during Gen-Z’s revival of Y2K fashion trends, Coach released the Pillow Tabby. It was a plush shoulder bag in soft leather that came in taffy pink and kelly green and was under $400. It went viral thanks to influencers on TikTok, with affordability being a major selling point, pushing Coach back into relevancy, and towards becoming a fan-favorite brand of Gen-Z consumers. 

Now, Belly Conklin, the main character of the hit TV series The Summer I Turned Pretty, wears a Coach bag in episodes watched by almost 30 million viewers. Bella Hadid carries around the Brooklyn bag, which sold out quickly after she was photographed wearing it. The RealReal’s Resale Report for 2025 listed Coach as one of its top ten most searched brands on the secondhand platform. They’re also listed as the 5th hottest brand on The Lyst Index, online shopping platform Lyst’s quarterly ranking of the top brands and products in fashion. 

Coach’s reinvention is definitely something to be talked about. Fashion data analyst @databutmakeitfashion posted to Instagram in August that since January, the brand had increased 800% in popularity, pulled from articles mentioning the brand and search activity. How exactly did they grab the attention of Gen-Z so well? A lot of it can be attributed to the nostalgia factor. Most of today’s fashion trends borrow from the past, like the Y2K resurgence, and popularity of vintage pieces and shopping secondhand. It’s longing for a time we didn’t experience, before social media and the internet. With the success of the Tabby, Coach leaned into more vintage-inspired styles, like the now sold-out Kisslock bag based on an archival design from the 1960s.  

Another factor in Coach’s comeback through Gen-Z is the brand’s affordability. Coach can be categorized as bridge designer, similar to brands like Michael Kors and Kate Spade, which occupy a middle area between high-end and contemporary mass-market labels. When the majority of trending bags cost well into the thousands, it's not surprising that younger consumers are looking for something more affordable but still made to last. A majority of Coach’s most popular styles range between $200-$500, a big difference compared to other luxury brands. 

Coach also leaned into more creative marketing strategies to grab the younger generation’s attention. This past year they introduced the Coach Coffee Shop, a cafe attached to a Coach store with treats inspired by different products. They also tapped into the world of women’s sports, partnering with the WNBA to bridge the gap between fashion and sports. For the 2025 WNBA Draft, they partnered with 5 prospects including Paige Bueckers and Aneesah Morrow for their self-expression on and off the court. Coach’s Chief Marketing Officer Joon Silverstein said, “We’re excited to partner with this league, an organization that uniquely champions individuality, and to support these courageous athletes who are breaking molds both on and off the court, inspiring our audiences to embrace the many possibilities of who they are and who they can be.”

Another recent venture by the brand is its Coachtopia handbag line. It’s a sustainable line where each bag is made from repurposed and recycled textiles, aiming to minimize carbon footprint and push for circular fashion. They also push for a circular fashion system with Coach Reloved, where consumers can purchase restored vintage Coach bags, remade and upcycled bags, or trade in one of their own to be recycled and sold. It’s an interesting way to promote more sustainable practices in a largely unsustainable industry, while capitalizing on Gen-Z’s interest in vintage and secondhand shopping.

Coach’s resurgence is proof that fashion is cyclical and each new generation’s clothing trends will continue to borrow from the past. They could have stayed as a brand past their prime, but capitalized on what they noticed the younger generation wanted. Affordability, nostalgic silhouettes and fun marketing have drawn Gen-Z in as Coach’s best new customers, whether they’re thrifting a vintage bag with the iconic interlocking-C logo, or buying the latest Tabby release.

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