The American brand, Coach is mostly known for its affordable range of bags. Till now most of their bags were under $500. But now the company is trying to change their image into a more luxe brand. In order to do that, they are collaborating with big designers and obviously bringing out bags with a much heftier price tag going to about $5,000. Coach has recently collaborated with Billy Reid to bring out the most expensive Coach bag priced at $20,000. It is a crocodile tote and is obviously a far cry from their usual price range.
Billy Reid has infact created a capsule that includes other items too, like handbags, baseball mitts, and various accessories. The rest of the range is more congruent to Coach’s regular price range. The suede overnight bag and the pebbled messenger bag are both priced at $800, the leather wallet at $250, and the leather trimmed portable bar set at $600.
This however is not their first collaboration with a celebrated designer. Some time back they joined hands with Anna Sui. But interestingly, that range was not that expensive, with all product prices going below $1,000. Hence, it seems Coach is getting a lot more serious about upping the ante on its brand value by pricing its products a lot higher than earlier.
Coach has now roped in the British accessory designer Stuart Vevers to bring out products that will help build its luxury brand image. Since Vevers has had ample experience in working with big names like Calvin Klein, Givenchy and Louis Vuitton, I am sure he will be able to transform Coach into a more luxury rather than a mass market brand. But with this experiment, Coach might end up losing a lot of its customers. Time will tell if it actually ends up getting newer customers or not.