# Coach is Gen Z's handbag obsession

> The legacy leather brand is winning younger shoppers, driving Tapestry to raise its full-year outlook as rivals struggle.
- Title: Coach is Gen Z's handbag obsession · Fastcompany | Shortify
- Summary: The legacy leather brand is winning younger shoppers, driving Tapestry to raise its full-year outlook as rivals struggle.
- Keywords: coach, tapestry, gen z, handbags, kate spade, consumer growth, Fastcompany
- Source: Fastcompany — https://fastcompany.com/91636493/gen-z-is-obsessed-with-this-once-forgotten-handbag-brand-and-sales-are-soaring
- Read time: 1 min
- Topics: coach, tapestry, gen z, handbags, kate spade, consumer growth
## Coach wins Gen Z shoppers
Legacy leather goods brand Coach has become a major draw for younger consumers. Tapestry, its parent company, welcomed 2.6 million new customers in the latest quarter.
## Gen Z makes up a third of new buyers
Gen Z accounted for 35 percent of the 2.6 million new consumers Tapestry welcomed during the quarter, showing the brand's appeal to younger shoppers.
## Tapestry beats estimates and raises outlook
The company grew adjusted revenue 12 percent this quarter, beating estimates. Tapestry raised its full-year outlook, reflecting confidence in the durability of its growth.

> Building on this outperformance, we are raising our full-year outlook, reflecting our confidence in the durability of our growth.
## Coach outpaces sister brand Kate Spade
Coach grew 16 percent on a constant-currency basis, while Kate Spade's sales fell 10 percent from the year before, showing unequal performance across Tapestry's portfolio.
## Coach raises prices while selling more bags
Coach's revenue gains came with higher prices, with average handbag prices rising by low double-digit percentages even as the number of bags sold increased slightly.
## Amplify strategy targets rising Gen Z income
Tapestry credits its success to Gen Z, a growing consumer base with rising income that aligns with its Amplify growth strategy focused on creativity, craftsmanship, and value.

> Our Amplify strategy continues to bring new consumers to our brands through our distinctive combination of creativity, craftsmanship, and value.
## Coach partners with cultural influencers
Coach caught younger shoppers' attention by partnering with Elle Fanning, Tyla, and Jeon So-yeon, culturally relevant figures who appeal to Gen Z audiences.
## Gen Z drives Coach conversation online
The strategy has translated to social media, with Gen Z consumers making or turning to videos featuring Coach items and discussing their handbags and leather goods.
## Key takeaway

Coach attracted 2.6 million new consumers in its latest quarter, with Gen Z making up 35 percent, helping parent company Tapestry grow 12 percent and raise its annual outlook.