Coach is changing its name to Tapestry, and I found out in a text from my mom
My mom is not one to sleep on the news. Though she knows I work for the internet, I will receive several iPhone-captured photos a day of headlines she’s viewing on her computer. Today’s hot take: Coach Inc. is changing its name to Tapestry.
Why the name change? To emphasize that they own multiple brands, a tapestry of brands, if you will — and not just the one, Coach.
“It’s a wonderful metaphor for what we believe in, which is individual threads of different colors all working together to create a picture, said Tapestry chief executive Victor Luis, according to The New York Times.
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raise your hand if you are personally offended by @Coach changing their brand name to "tapestry." pic.twitter.com/0sWkdpZ2jp
— zubat 🦇 (@amandajadexx) October 11, 2017
As for those “individual threads,” Luis is referring to brands Kate Spade, Stuart Weitzman, and Coach, all of which are owned by Coach Inc.-turned-Tapestry. However, it’s important to note that these three iconic brands will retain their names, so you won’t see Tapestry stores selling T-emblazoned leather goods in a mall near you.
Simply put, Coach Inc. is no more because the company wants to make sure everyone feels like one.
“The Coach and Kate Spade and Stuart Weitzman brands are very distinct brands and entities that have consumers with different attitudes and styles,” Luis told USA TODAY. “Tapestry is a name that is not rooted in any of these brands. Instead, it is expressive and representative of all three. It’s truly a brand to allow employers and investors to feel like they are part of one company.”
The chief executive added that Coach wanted to find a name that wasn’t too corporate, but was also easy for everyone to understand. In the end, the company was surprised that “Tapestry” wasn’t taken by another brand.
Coach is now Tapestry and has a funky squiggly Y. Why'd they ruin the Y? One of the great business mysteries of the millennium. pic.twitter.com/vX5CDjX2Jb
— Kim Bhasin (@KimBhasin) October 11, 2017
Yikes Coach, when I hear "tapestry" I will always think of a freshman dorm room, not a luxury fashion brand name.
— Danielle (@danielleLdee) October 11, 2017
Though we were initially surprised by this news, we’re glad to hear that Coach itself is safe. Tell your moms.
