Coach: We’re a Lifestyle Brand

Not just pricey purses anymore

At a time when Versace is selling kids’ clothes and Oscar de la Renta just introduced a line of stationery, it’s clear that luxury brands are moving quickly past their signature items and evolving into whole-life outfitters. Now we can add Coach to that mix. Its latest campaign, “Coach New York Stories,” not only spotlights the leather-goods brand’s Manhattan roots, but also marks the first time Coach’s fashions—not just its handbags—will appear in ads. As Trey Laird of creative agency Laird+Partners put it, “This is a pivotal time for Coach as it transitions from being just a ‘bag brand’ to a complete lifestyle world.” Coach’s evp of marketing Stephanie Stahl told Adweek what that world’s going to look like.

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