Coach set to expand menswear offerings
Coach is looking to expand into the lucrative menswear market.
The American brand is famed for its leather totes and accessories and 2016 marks 75 years in the business. While Coach, helmed by Stuart Vevers, is a big hit with women, it began as a men’s label and this area still remains popular, accounting for 16 per cent of the label’s $4.2 billion worth of sales in 2015.
Diane Mahady, Coach’s global head of merchandising, is keen to focus on men’s clothing in the months to come.
"Without question, it’s a growth area for us and we’re growing by double digits," she told WWD. "We have $1 billion in our sights.
"Stuart is very clear on who the Coach guy is, (and the apparel) resonates with the fashion-engaged customer."
In 2015, Vevers showed Coach’s first complete men’s ready-to-wear range during London Collections: Men, focusing heavily on the brand’s original outerwear aesthetic while leather pieces also made appearances, and he also returned this year (16).
Mahady, who joined the fashion house two-and-a-half years ago after stints at Saks Fifth Avenue and Louis Vuitton, noted the popularity of outerwear with men over goods such as wovens and bottoms. And since males don’t fixate on wallets and bags as much as women do, she notes it’s "necessary to build out the product categories" appealing to them.
"We believe there’s a men’s opportunity for all stores, but some are small and we want to show our full expression of product and sometimes that requires rezoning to achieve the appropriate adjacencies," Mahady added. "But customers are really enthusiastic about men’s and they’re giving us a reason to expand."
There aren’t any current plans to open stores dedicated to men only though, as Mahady notes presenting all of Coach’s categories together enhances its status as a "lifestyle brand".