Coach Launches New “Modern Luxury” Direction for Brand

Posted Tuesday June 24, 2014 3:50 PM GMT

They’re looking to revamp their tried-and-true vibe with a more fashion forward flavor and the team at Coach is making all the right moves.

Last week, CEO Victor Luis explained to the label’s investors a slew of initiatives designed to infuse a “modern luxury” aesthetic rather than the previous “accessible luxury” focus.

Beginning with Stuart Vevers’ Fall 2014 ready-to-wear collection, Coach will take their game to a whole new level marked by “quality, craftsmanship and the lasting relationships we establish with consumers.”

Furthermore, Coach’s “cool and un-elitist” values will be combined with closing around 70 underperforming stores in North America in order to invest more energy and dollars in 12 major flagship stores in big cities.

As well, the recalibrated brand will open new stores in Paris, Milan, Melbourne and Sydney, and there’s even talk of expansion in China and Japan.

Photo Credit: Getty Images

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