Don't you feel ashamed to still carry the Coach?

This topic has been dominating various social platforms. But this year, the norm has changed, and social platforms are full of praise and recommendations for Coach.

不僅如此，Tapestry（泰佩思琦）公佈的2025財年的二季度報告還顯示，其中集團的22億美元營收78%都來自Coach系列。

Coach還帶來了佔比為81%的毛利潤，金額高達13.2億美元。

Every statistic shows that Coach has won a beautiful comeback.

Ann Yoan, CEO of Tapestry Group, said: "A key factor in Coach's growth is the strong emotional connection between the brand and the consumer. ”

Just like MiuMiu, it is also through close connection with young consumers that it has found a breakthrough in performance growth, and has sprung up as a dark horse for healthy growth.

Coach's counterattack and MiuMiu's constant victory are all because they have taken the pulse of Gen Z and millennials and entered the hearts of the "new rich".

如今84歲的Coach經歷過輝煌的十年。2011年市值190億美元，2019年銷售額達42.7億美元。

In that year, the number of Coach directly operated stores worldwide reached 20, and the online stores were located in more than 0 countries. It is also the world's No. 1 women's handbag and accessories.

However, behind the brilliance lies a huge hidden danger.

With the departure of the CEO and the old-fashioned design, Coach has become synonymous with "Big Mom's Tote Bag" or "Grocery Shopping Bag".

The aging Coach of the brand was at a loss, and could only lie on its stomach in the discount group of outlets, slumping.

On the other hand, Prada's diffusion line MiuMiu has risen to prominence, relying on the needs of young consumers, highlighting personalization and fashion, and has always been firmly in the top 10 list of Lyst.

Its bowling balls and dumpling buns have always been sought after by young and wealthy female consumers.

In the face of the change, the positioning of the 2022-year Coach has been upgraded, replacing the "Accessible Luxury" with "Expressive Luxury", in order to win the attention of the new generation.

In terms of the design of the main products, the Brooklyn No. 34 shoulder bag and the Empire Carryall 0 handbag were strongly launched, and they won a large number of young iron fans with their lazy style and imitation style.

Among them, Brooklyn is simple and fashionable, atmospheric and energetic, and takes into account the unique and restrained. The interior of this bag is unique, perfectly matching Gen Z's needs for personalization and customization.

Empire Carryall is a bit of a transcendence.

It combines the sophistication of the Miu Miu bowling bag with the power of the Prada biker bag, and is even better in length.

In the eyes of major bloggers, this bag is perfect. It was even called by netizens: "Let you imitate, but let you surpass." Miu and Row, invincible. ”

When it comes to accessories, Coach also follows the rhythm of MiuMiu.

Teddy bears, cherries, apples and other pendants, each of which gives Generation Z a sense of security and pride, full of personalization and a sense of fashion.

In the Fall/Winter 2025 runway, Coach also tied a sweater as an accessory to the bag, which filled the sense of life and relaxation.

這一系列操作，使得小紅書中關於Coach的各種話題，流覽量破4000萬，一直居高不下。

In three years, Coach has really achieved popularity, and it has occupied an important position in the new generation market.

A few years ago, Coach was in a state of "whoever carries it is very low". In Xiaohongshu, this kind of topic discusses a lot of data.

It's not that he complained that he was disgusted by his old colleagues at the class reunion, or that Coach ate ashes in the corner and only deserved to go out to buy groceries.

After three years of drastic reforms, Coach has not only returned to the top 5 of the list, but has also become synonymous with fashion.

Nowadays, "Don't you feel ashamed to still carry Coach?" Instead, it has become a meme for bloggers. It has become a powerful tool for them to attract the attention of readers, mobilize users' emotions, and highlight the success of Coach.

在Tapestry集團的財報數據顯示，2025財年第二財季，北美的170萬新消費者，有60%都是千禧一代和Z世代，比去年同期提升了近10個百分點。

Coach has finally delivered on its promise of "where young people are, it goes."

This is also the true feeling of Li Lian, President of Greater China, in an interview with the media.

In addition, in the Chinese market, Coach has also created an "experiential consumption" program that integrates "shopping + food + drink".

The COACH coffee shop, China's first café on Nanjing Road in Shanghai, is crowded with tourists every day, especially from South Korea.

Coach also opened its first three-storey flagship store in Wuhan, which is extremely luxurious and romantic.

Domestically, many people have given up LV's Row for the sake of Empire Carryall 34, which is very curious.

After inquiry, I learned that she loves both of these bags, but compared to Row, Empire is more cost-effective, and there are more use scenarios, so she will not buy it and supply it all the time.

There are also bloggers who have been chased by fans because they look good on their backs, and they have updated 4 videos about the use of Empire.

However, it does not mean that Coach has the best sales in the Chinese market, only that it is not bad.

After all, in the published data, the growth of consumer users is mainly concentrated in North America, not Asia.

去年，在國內的Coach線上旗艦店將排名前十的手袋賣出1.5萬件，其中一半是“老花”款式。

The most popular Brooklyn series and Empire series also sold only 140+ and 0+ pieces.

It seems that Coach is not a big hit, but it is on fire again in the luxury field and has become a must for a small number of people.

儘管Coach的排名進了前5，但購買人數仍舊很少來看。在我國近3億的Z世代消費市場面前，依然是九牛一毛，不值一提。

Comparatively speaking, we ordinary people's needs for bags are only to be loadable, simple and durable.

At this time, the domestic large flat replacement has become the most preferred. Not only is the price reasonable, the quality is comparable to the big brands, but also has a mysterious sense of luxury.

These make ordinary people feel very down-to-earth, and they won't have to eat soil for months to buy a bag.

In the end, the price of four or five thousand is a month's salary for the general public or office workers, and Coach is not a must-buy.

First of all, Coach does not have a high retention rate as LV or MiuMiu.

All of Coach's collections are sold at different prices in specialty stores, online and outlets, leaving consumers feeling insecure and worried that it will be reduced to grocery shopping again. Many users hesitate to get started, even if they want to.

In addition, the price of Coach's bags has been secretly rising, and the unstable price has also made consumers hesitate to start.

Finally, you can buy a bag with a higher value retention rate and a higher brand degree at the same price.

Chanel, LV, lemaire, Dior, Prada are all good choices. If you have the opportunity to find some second-hand luxury or second-hand bags, Coach has become an alternative.

In addition, the new generation has disenchanted luxury goods and eliminated its social attributes.

“國產Coach”就是最好的證明。迪桑娜、裘真、個樂和山下有松等，都有非常不錯的平替千元包。

In particular, there is a pine at the foot of the mountain, which not only resembles a Coach in appearance, but also has the same material. What's more, the price is 5/0.

There is also a dopamine-colored vegetable basket under the mountain, which is called "domestic" Hermes by white-collar workers, and you can have it at the price of 10/0 of the genuine product, and you can carry it everywhere, and you will not lie in the locker all the time.

In foreign countries, it is even more difficult to find a bag of pine at the foot of the mountain. They will fly to Shanghai to buy bags at the Huaihai Road store.

No wonder many white-collar workers said: "The logo of the domestic coach is well hidden, whether it is attending a family banquet or going to meet a business partner, you can have a down-to-earth indifference, very comfortable." ”

It can be seen that Coach's competitors are not only luxury goods, but also sought-after cost-effective domestic brands.

For us, luxury is not a necessity of life, but only a seasoning, dispensable.

It's a life to have it, and it's the same life to live without it. It doesn't mean high or low, it's just a life choice.