A NEW HOUSE: Coach will celebrate its 75th anniversary until the very end. The brand, WWD has learned, will stage a large-scale event in December to commemorate the occasion.
The event will be marked by a fashion show, combining its forthcoming women’s pre-fall 2017 collection, as well as its men’s fall 2017 collection. A party will follow the show, fêting the opening of Coach’s new Fifth Avenue flagship.
While a date for the event — Dec. 8 — is confirmed, the brand said it is working to firm up other details, venue and format included.
The Coach Fifth Avenue store is slated to open on Nov. 18. According to chief executive officer Victor Luis, the store will be the first Stateside example of a new retail concept, referred to as The Coach House.
“It’s a wonderful time for us to bring together a lot of special moments for the brand — our 75th anniversary, the opening of Coach House here in New York.…We are also celebrating the opening of a Coach House on Regent Street in London and in the spring we’ll open a third Coach House in Beijing,” said Luis.
“Coach House is new vision for the Coach flagship. We will be bringing together the full view of the Coach brand from a product perspective as well as the aesthetic of what Stuart [Vevers, creative director] is doing for the brand. At the same time, we’ll provide a whole range of services we haven’t had in many other stores — from made-to-order, a craftsmanship bar and a range of things we’ll keep to ourselves and let customers discover,” he added.
“It’s really a celebration of our Fifth Avenue store and also a nice celebration for the end of our 75th anniversary. It’s quite a lot of things coming together at once,” said Vevers. “We want it to have a strong connection to the fact that it’s in New York City, it’s holiday time. I think it will be a really cool, fun event.”
In his three years with the brand, Vevers has initiated an about-face for the label — updating its aesthetic and product offering, to be more luxe and fashion-driven.
“At the end of the day, I use my instincts and try to challenge an surprise myself, it’s how I work. It’s a real honor, I’m really proud of what we have achieved in a relatively short amount of time. There’s tons to do and I’m excited about all the possibilities of the future.
“It’s extra special [to be at Coach] when America’s original house of leather celebrates 75 years. It’s a reminder of the responsibility and a reminder why Coach has been a loved brand [for so long]. It’s an opportunity to really explore and redefine what that means.”
More from WWD: