Coach’s Comeback: How a Legacy Brand Won Over Gen Z

Until 2022, Jaelan Davis had never considered buying a Coach bag. The 27-year-old influencer favored quirky thrift store finds and budget-friendly picks from T.J. Maxx. But that changed when she discovered a cream-colored Tabby bag online. The short-strapped leather purse with gold-tinted hardware was the perfect reward for a work milestone—and at $495, a worthy splurge.

Since then, Davis has added 11 more Coach bags to her collection, frequently sharing them with her 110,000 TikTok followers. She’s part of a growing wave of young shoppers driving a resurgence for the 84-year-old leather brand. Once associated with department store discounts, Coach has transformed into a favorite of Gen Z and millennial consumers, posting $1.3 billion in quarterly revenue—a 15% jump year-over-year.

Coach’s evolution has been years in the making. After losing prestige during the early 2000s price wars with rivals like Michael Kors, the brand rebranded under creative director Stuart Vevers. With high-profile collaborations and exits from discount-heavy retail spaces, Coach rebuilt its “cool” factor. TikTok and influencer culture gave it fresh momentum, particularly among younger buyers drawn to personalization—like charms, keychains, and unique colors.

Picture Credit: varsity.co.uk

Affordability also plays a key role. With prices generally under $700, Coach is positioned below luxury giants like Chanel and LVMH, but still emphasizes quality. Analysts believe Coach is well-placed to raise prices without alienating its fanbase.

Loyal shoppers like Davis and Alexis Wilkerson say they’re sticking with the brand, even if costs creep upward. As Wilkerson puts it, “Coach offers quality without pushing prices into luxury extremes. That’s what keeps me coming back.”