By  on September 9, 2013

NEW YORK — Coach Inc.’s transformation is beginning to take shape.

Following a year in which it is revamping its product, store concept and advertising strategies — all the while undergoing major changes in top management — Coach is unveiling the first iteration of its evolution.

In an exclusive interview with WWD, president and chief commercial officer Victor Luis, who will take over the reins from Lew Frankfort as chief executive officer in January, whisked through one of Coach’s many showrooms at its headquarters here to unveil a year’s worth of new product, as well as an updated store look, logo, packaging and campaign featuring Karlie Kloss and Liu Wen.

“We looked at every little tweak,” Luis said as he went through several core and capsule collections, beginning with holiday and ending with spring. New advertising, product and store looks will begin filtering in beginning Nov. 1, the incoming ceo said, explaining that the “elevated” or more expensive capsule collections are at the center of the “transformation.” Those collections will be rolled out to 27 cities around the world, including New York, San Francisco, London, Madrid, Hong Kong, Beijing, Shanghai and Tokyo.

Earlier this year, Coach mapped out plans to flow in capsule collections throughout the year that will incorporate the brand’s ready-to-wear, bags, shoes, jewelry, eyewear and other accessories, in order to become a lifestyle player in the minds of its consumers. Additionally, Coach decided to focus on the look and feel of its stores and marketing to reflect a 360-degree dual-gender brand.

Frankfort and executive creative director Reed Krakoff had put this strategy into motion in January. Now Frankfort, who will stay on as executive chairman, will cede his ceo title, and Krakoff has left the company to run his namesake label full time. Although Coach hired ex-Loewe creative director Stuart Vevers to succeed Krakoff, nothing Luis showcased last week reflected Vevers’ influence. According to Coach, Vevers, who just started last Monday, will produce his first collection next fall. Regardless, the brand said any changes made now were just beginning steps, which should be viewed more as a “testing phase.”

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