History and Positioning
Coach began in 1941 as a family-run leather workshop in Manhattan, New York City. The signature Coach style features clean lines and subtle logos on durable leather goods.
Although Coach prices are generally lower than premier luxury brands, the quality, marketing, and aspirational nature of Coach products place them in the designer category for most consumers. This "accessible luxury" positioning appeals to clients wanting high-end style without extreme exclusivity or pricing.
Coach has over 900 stores worldwide and a strong e-commerce presence. The brand continues to deliver irresistible, modern fashion collections across handbags, accessories, shoes, clothes, and more.
Is Coach a Designer or Luxury Brand?
Coach began in 1941 as a family-run leather workshop in Manhattan, New York City. The signature Coach style features clean lines and subtle logos on durable leather goods.
Although Coach prices are lower than premier luxury brands, the quality, marketing, and aspirational nature of Coach products place them in the designer category for most consumers. This "accessible luxury" positioning appeals to clients wanting high-end style without extreme exclusivity or pricing.
Why Coach Isn’t Luxury?
Although Coach’s contemporary, stylish designs are made with good-quality materials, the price point of Coach purses and handbags is lower than other luxury fashion brands. This more accessible pricing means some may not view Coach as a true luxury brand.
The founders sold the company in 1985, propelling expansion as more Coach products appeared in department stores. While gaining accessibility, Coach started losing prestige as a fashion-focused “modern luxury” company. Wealthier customers now prefer other brands, seeing Coach as too mass-market despite its reputation for quality.
Coach still commands 23% of the U.S. handbag market. To maintain share, its revival plan centers on regaining prestige, leaning away from “accessible” towards “luxury.” While not the highest quality, Coach bags are considered luxury by some given their price point and durability. Although not high-end luxury like Chanel, Coach offers an affordable entry point into luxury bags.