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Coach Thinks Outside the Bag

CoachCoach Thinks Outside the Bag
It’s not every day that you hear a $3,500 leather jacket described as a bargain.
But that’s the argument Coach CEO Victor Luis is making as he shows off a piece from Coach’s new collaboration with hip luxury brand Rodarte. He runs his fingers over the hundreds of small brass rivets fashioned into a floral pattern, marveling at the craftsmanship. “These are hand-painted, cut out by hand, and stitched in one at a time,” Luis says. “In Europe they’d call this haute couture. The reality is that at $3,500, it’s a steal.”

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It still sounds steep, even for a high-end retailer like Coach; after all, the average domestic sales price for one of the company’s famous handbags is only about $325. Then again, this jacket is a statement—a symbol of the strides Coach is making in reestablishing the brand’s upscale aura. Thinks Outside the Bag
It’s not every day that you hear a $3,500 leather jacket described as a bargain.
But that’s the argument Coach CEO Victor Luis is making as he shows off a piece from Coach’s new collaboration with hip luxury brand Rodarte. He runs his fingers over the hundreds of small brass rivets fashioned into a floral pattern, marveling at the craftsmanship. “These are hand-painted, cut out by hand, and stitched in one at a time,” Luis says. “In Europe they’d call this haute couture. The reality is that at $3,500, it’s a steal.”
It still sounds steep, even for a high-end retailer like Coach; after all, the average domestic sales price for one of the company’s famous handbags is only about $325. Then again, this jacket is a statement—a symbol of the strides Coach is making in reestablishing the brand’s upscale aura.