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Coach focusing on ready-to-wear

By Kristopher Fraser

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Fashion

Coach built a reputation for themselves off of being a leather goods brand, but, if you walk by a Coach boutique anytime soon, you'll notice a lot more ready-to-wear offerings. For those of us who grew up with Coach, it was the boutique you walked by where you saw nothing but leather accessories, and the thought of buying any other apparel aside from a bag, purse, or wallet from there was not even in your train of thought. Ever since Stuart Vevers has taken over as the brand's creative director, all anyone in fashion seems to be talking about is Coach's ready-to-wear.

Coach's leather and shearling offerings have become a hot commodity. The brand's ready-to-wear offerings have been so successful, that the brand, which has been struggling financially, and recently closed 70 stores, has now announced the launch of new higher priced line called Coach 1941, which was presented at NYFW recently.

Coach puts emphasis on ready-to-wear

The higher end line arrives at the perfect time as Coach prepares to celebrate its 75th anniversary next year. For a brand that ins't particularly known for ready-to-wear, instead of creating pieces for a whole look, Vevers has worked to ensure that every piece manages to stand out on its own. Coach ready-to-wear is very unique in that sense, because Vevers isn't going for the traditionally cohesive look.

For his latest collection, Vevers drew inspiration from both the Midwest and New York City. If he has his way, Coach will become one of the most desirable outerwear destinations in competition with the likes of Burberry. As Vevers told fashionista about Coach as the brand moves forward, "Last season we were just finding our feet, now we've really found them."

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