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Stuart Vevers' fresh approach to luxury at Coach

Stuart Vevers' fresh approach to luxury at Coach

Coach’s Stuart Vevers is approaching luxury in way that feels relevant for Millennials.

The British designer has worked for an array of top brands including Calvin Klein, Givenchy and Mulberry over the course of his career, before joining American accessories and ready-to-wear label Coach as Creative Director in 2013.

With Vevers at the helm, the New York-based company, founded in 1941, is setting out to restore its popularity following two years of declining sales and mounting competition from the likes of Kate Spade and Michael Kors in the accessories departments.

And at the heart of their strategy going forward, the 42-year-old designer shares that he is focused on injecting a sense youthful energy into the brand in order to draw in the younger generation.

“It was important as part of my reset for Coach that it felt youthful and had the energy of youth,” he told Footwear News. “For a fresh start, you need that.”

Though the company is known for its clothing and classic leather handbags, Vevers wants to develop Coach’s footwear category. And when it comes shoes, he’s emphatic that the designs reflect a very specific point of view.

“I’m excited about Coach being a genuine American brand, and about approaching luxury in a way that feels relevant for today. I felt like Coach shoes should be grounded in reality, and they should have the attitude of New York City,” he explained.

Keeping the Millennial customer in mind, Coach has recently released its Fall/Winter advertising campaign, which was shot by Steven Meisel in Greenpoint, Brooklyn and stars actress Chloe Grace Moretz. Posing in a varsity jacket in one image and seen clutching the popular Coach Swagger handbag in another, Chloe’s youthful cool shines through – which is exactly the reason Vevers says the 19-year-old was the natural choice for the marketing imagery.

“She has the ease and effortlessness. She’s authentic,” he added.

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