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Coach Upgrade

Coach is back. Revenue is way up and the Brooklyn and Tabby bags seem to be everywhere. Is it a passing viral episode or something to build on?

elle fanning coach bag
It’s reasonable to wonder if Coach’s momentum is really attributable to a One Coach playbook and Kahn’s proof points, or if the brand is simply riding a wave created by some viral bags hitting a nostalgic sweet spot. Photo: Courtesy of Coach
Sarah Shapiro
November 11, 2025

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CCoach is having a moment: Every store that I walk by is bustling; my Instagram feed and favorite style Substacks are flooded with the brand’s bags; Gen Z seems to have a clear thirst for the ubiquitous Brooklyn and Tabby silhouettes; and the company’s Q1 numbers showed robust 21 percent year-over-year revenue growth. Meanwhile, Coach has grand ambitions. During their September investor day, parentco Tapestry shared its $10 billion goal for Coach annual revenues in the not-too-distant future.