COACH 為什麼是名牌？回顧十年從鬼門關 V 轉重塑品牌意義

2013-11-20　Francine Della Badia，北美零售總裁（Morgan Stanley 會議）

In terms of product, we really need to create more relevant product and get more compelling handbag and accessory product out into the marketplace.

產品方面，我們真的需要做出更貼近時下的產品，把更有吸引力的手袋和配件推到市場上。

2013-07-30　新聞稿，Victor Luis，總裁兼商務長

Stuart's broad luxury brand experience and considerable success, focused on leather goods, uniquely qualify him to provide creative leadership in Coach's next chapter.

Stuart 在精品品牌的廣泛經驗與皮件上的成績，讓他適合帶領 COACH 的下一章。

2016-08-09　Andre Cohen，北美總裁

Basically, these are bags that go from Dinky at $300 to Rogue at $800 and above, so we're not taking our ready-to-wear to full distribution at this point.

這些包從 300 美元的 Dinky 到 800 美元以上的 Rogue；成衣目前還沒有全面鋪貨。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

While we've talked about this in the past, the key difference today is we are embedding our consumer insight work into the product creation process rather than simply hindsight. Our design briefs will combine the creativity that you have come to expect from Coach, with clarity by styles to the customer segment by geography, age demographic and usage occasions.

這件事我們以前也講過，現在的關鍵差別是：客人洞察放進產品開發的過程，不再只是事後檢討。我們的設計需求說明，會結合大家熟悉的 COACH 創意，同時把每一款清楚對應到各地區、各年齡層與使用場合的客群。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

We believe that this reduction is key to greater productivity and clearer brand messaging to the consumer. Our customers are responding to our master styles like Tabby, and we will continue to offer extension to the successful collections.

我們相信，砍品項是提高效率、讓客人更清楚看見品牌訊息的關鍵。客人正在回應 Tabby 這類主力款，我們會繼續延伸成功的系列。

2016-11-01　Victor Luis，執行長

This year, we want to enhance brand perception and make the category exciting for consumers with a singular message that cuts through; Coach's unique modern luxury proposition, focusing on leather craft and Stuart's vision for Coach New York cool, familiar American culture interpreted with a twist from New York's original house of leather design.

今年，我們要提升品牌形象，用一個穿得透的訊息，讓客人重新覺得這個品類有意思：COACH 獨特的現代精品主張，聚焦皮件工藝，加上 Stuart 對「Coach New York cool」的願景：大家熟悉的美國文化，由紐約最早的皮件設計公司換個角度重新詮釋。

2021-11-11　Joanne Crevoiserat，Tapestry 執行長

In addition, we are led by Stuart Vevers' creative vision, who is building on 80 years of iconic Coach codes. Notably, the Signature C and Horse and Carriage, both of which have supported increasing sales across all channels.

此外，我們由 Stuart Vevers 的創意願景帶路，他在 COACH 八十年的經典符號上發展，特別是 Signature C 和馬車標誌，兩者都撐起各個通路的銷售成長。

2017-11-07　Joshua Schulman，COACH 品牌執行長

Over the past few years, our transformation plans were very focused on reducing some of the ubiquity around logo with the strategic decision not to feature logo in advertising campaigns.

過去幾年的轉型，很專注在降低 logo 到處都是的程度，策略上決定廣告裡不放 logo。

2023-02-09　Todd Kahn，COACH 品牌執行長

And one of the things we always focus on is emotion trumps price.

我們一直在意的一件事：情感勝過價格。

2023-02-09　Joanne Crevoiserat，Tapestry 執行長

First, we remain focused on our core leather goods as we continue to build equity in our most important families, while simultaneously introducing emotional newness into the offering.

第一，我們繼續專注核心皮件，替最重要的幾個系列累積價值，同時在產品裡加入有情感的新意。

2020-10-29　Todd Kahn，COACH 品牌執行長（代理）

And as we've always said, at Coach, we use magic and logic. I think now more than ever, this consumer centricity that we are embedding in the actual design and the briefs that our merchants and our designers get create much better success rates going forward.

我們一直說，在 COACH，我們用魔法加邏輯。我認為現在比以往更重要：我們把以客人為中心，放進設計本身，也放進商品企劃和設計師拿到的需求說明裡，往後的成功率會高很多。

2026-05-07　Todd Kahn，COACH 品牌執行長

We build on a consistency and a clarity of design that has been honed under an extremely stable and experienced team led by our Creative Director, Stuart Vevers.

我們的設計一致而清楚，是在創意總監 Stuart Vevers 帶領、非常穩定而有經驗的團隊手上磨出來的。

2021-05-06　Todd Kahn，COACH 品牌執行長

Instead, we recognize what an iconic family we have, and we relaunched it with Pillow Tabby, bringing the entire Tabby family back to the number one position in our fleet. So this elongation and - of the life cycle of an iconic family helps us raise our AURs, helps us reduce our SKU counts and helps create greater gross margin and profitability.

我們沒有那樣做：我們看得出這是一個經典系列，就用 Pillow Tabby 重新推出，讓整個 Tabby 系列回到門市的第一名。把經典系列的生命週期拉長，幫我們拉高平均單價、減少品項，也帶來更高的毛利率和獲利。

2024-11-07　Joanne Crevoiserat，Tapestry 執行長

In addition, during the quarter we launched the New York Family featuring the Brooklyn and Empire bags which surpassed our expectations globally and cemented their place as new pillars for the brand. The Brooklyn shoulder bag 20 at $295 was the top recruitment driver of Gen Z consumers, while the soft Empire Carryall 40 at an AUR of $695 was a viral sensation on TikTok.

此外，這一季我們推出 New York 系列，主打 Brooklyn 和 Empire 兩款包，全球表現都超過預期，站穩品牌新支柱的位置。295 美元的 Brooklyn 20 肩背包，是帶進最多 Z 世代客人的包；平均售價 695 美元的軟版 Empire Carryall 40，在 TikTok 上爆紅。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

Now while we consider the results of these initiatives a success, they have in many ways limited us, because at certain times, we have placed too much focus on the customer we wanted and not enough on who our customer actually is and what we as a brand stand for.

這些做法的結果我們認為算成功，但在很多方面也限制了我們：有些時候，我們太在意自己想要的客人，不夠在意真正的客人是誰、品牌代表什麼。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

Furthermore, we will clearly articulate a brand purpose and promise to engage a younger consumer, stay relevant, and accelerate growth.

此外，我們會清楚講出品牌的目的與承諾，去吸引更年輕的客人、保持和時代的關聯，並加速成長。

2025-05-08　Joanne Crevoiserat，Tapestry 執行長

But we've been quite intentional about going after new customer acquisition and importantly acquiring a new and younger consumer to our brands for a couple of reasons. One, it was clear that by 2030, most of the consumption in our category was going to be Gen Z and Millennials. So, we knew we had to appeal to a younger generation of consumers with all of our brands.

但我們一直很刻意地爭取新客人，特別是把更新、更年輕的客人帶進我們的品牌，原因有幾個。第一，很清楚，到 2030 年，這個品類大部分的消費會來自 Z 世代與千禧世代。所以我們知道，旗下每個品牌都要吸引更年輕的一代。

2025-05-08　Joanne Crevoiserat，Tapestry 執行長

So that we're not just selling a bag at a price, we're connecting these consumers to our brands on an emotional level. And that's what proves to be durable over time.

這樣我們賣的就不只是一個標了價的包，客人會在情感上連結到我們的品牌。這才是長期撐得住的。

2023-08-17　Joanne Crevoiserat，Tapestry 執行長

At the start of the year, we introduced our brand positioning of expressive luxury, laying the groundwork for deeper customer connections.

今年一開始，我們推出「expressive luxury」（表達自我的精品）這個品牌定位，替跟客人更深的連結打底。

2023-08-17　Joanne Crevoiserat，Tapestry 執行長

…we created omnichannel experiences that resonate with consumers by communicating our brand purpose, the courage to be real through self-expression.

我們做全通路的體驗，傳達品牌的目的：透過表達自我，有勇氣做真實的自己。

FY2026　年報，新策略 Amplify

The Company aims to drive new customer acquisition, with a focus on Gen Z consumers entering the market to build brand love and lifetime value.

公司要推動新客人的取得，重點放在剛進入這個市場的 Z 世代，建立對品牌的喜愛與終身價值。

2025-05-08　Joanne Crevoiserat，Tapestry 執行長

But we also see young consumers influencing all age groups. So, we haven't forgotten about our entire customer mix. We love all of our customers.

我們也看到，年輕客人會影響所有年齡層。所以，我們沒有忘記整個客群。我們愛所有的客人。

2026-02-05　Todd Kahn，COACH 品牌執行長

Not only are we winning with them, but they provide our brand with a heat halo that positively affects all other ages.

我們不只贏得他們，他們還替品牌帶來一圈熱度，正面影響其他所有年齡層。

2022-11-10　Joanne Crevoiserat，Tapestry 執行長

Our Courage To Be Real campaign, which launched in early October, has resonated with our core customer base and attracted new younger cohorts.

十月初推出的 Courage To Be Real 廣告，打動了我們的核心客群，也吸引到新的年輕族群。

2026-08-13　Joanne Crevoiserat，Tapestry 執行長

At the same time, existing customers continue to drive strong sales.

同一時間，既有的客人仍然貢獻強勁的營業額。

2020-10-29　Todd Kahn，COACH 品牌執行長（代理）

What we understand and recognize is the outlet consumer is an omni consumer. And limiting that value customer, who by the way tends to be a little younger, limiting them only to brick-and-mortar was a mistake.

我們理解也認清，暢貨的客人是全通路的客人。只讓這群看重划算的客人在實體店買，是一個錯誤；他們其實往往偏年輕。

2021-02-04　Todd Kahn，COACH 品牌執行長（代理）

We are seeing a new customer. And as we said, it is both in digital - both in outlet and in full price. It's a younger customer. They're value-oriented, and we see potential for a lot of crossover.

我們看到一群新客人，在數位上，暢貨和原價都有。是比較年輕的客人，看重划算，我們看到很大的跨買空間。

2025-11-06　Todd Kahn，COACH 品牌執行長

So if we can get them, and we're seeing it win, we're seeing the consumer trade up because the consumer comes in, whether it's a Woodbury Common, at Sawgrass, Bicester Village, they want to come. And when they're in those magnificent outlet stores that have the service levels of any Coach store globally, they want to buy the Tabby bag. They want to buy Brooklyn and they're buying them.

只要能讓他們進來，我們看到這招奏效，看到客人往上買：不管是 Woodbury Common、Sawgrass 還是 Bicester Village，他們都想來。在那些服務水準跟任何一家 COACH 店一樣的漂亮暢貨店裡，他們想買 Tabby，想買 Brooklyn，而且真的買了。

2023-02-09　Todd Kahn，COACH 品牌執行長

We sell that for around $199 and I think I'm on fumes right now in terms of inventory. Compare that to our City Tote, which is a phenomenal high-functioning tote, which average AUR of 150. So this idea that we can, as long as we create emotional product that resonates with the consumer, the example I gave you in particularly over indexes with the younger consumer.

我們賣大約 199 美元，我想現在庫存快見底了。對照我們的 City Tote，一個非常好用的功能型托特包，平均單價 150 美元。所以只要我們做出能打動客人的情感型產品就行；我舉的這個例子，年輕客人買得特別多。

2014-08-05　Victor Luis，執行長

For both the quarter and the year, our women's handbag and accessory business was challenged, facing both increased competition and intensified promotional activity, while the overall category continued to grow.

這一季和這一整年，我們的女用手袋與配件生意都很辛苦，競爭變多、促銷變激烈，整個品類卻還在成長。

2014-08-05　Victor Luis，執行長

Specifically, our year-over-year comparisons continue to be impacted by our strategic decisions to both eliminate third-party flash events this fiscal year and limit access and invitations to our outlet flash site.

具體來說，年對年的比較持續受到我們的策略決定影響：這個財年停掉第三方閃購活動，也限制暢貨閃購網站的進入與邀請。

2014-08-05　Jane Hamilton Nielsen，財務長

We expect to deliver a low-double digit decline both in constant currency and on a reported basis in fiscal 2015, largely due to our reduced promotion and store closure activity.

我們預期 FY2015 的營收，不論按固定匯率或帳面，都會出現低雙位數的下滑，主要是因為減少促銷和關店。

2020-08-13　加速計畫，寫給 COACH 的那一條

Enhancing Profitability through more focused assortments and a disciplined approach to promotions, resulting in continued Average Unit Retail (AUR) improvements and higher gross margin.

提高獲利：品項更聚焦、促銷有紀律，讓平均單價持續提升、毛利率更高。

2025-05-08　Todd Kahn，COACH 品牌執行長

As we've seen over and over again, we want to be consumer-centric, not channel centric.

我們一再看到：我們要以客人為中心，不以通路為中心。

2014-08-05　Jane Hamilton Nielsen，財務長

We look at all of our product inventory and looked at certain products that we thought were not consistent with the brand image that we were trying to move into, as we moved into Stuart's design aesthetic and looked at whole product, whole SKU lines that we eliminated from inventory and took those as a write-off rather than flowing them through the outlet channel and moving them into the market.

我們檢視全部的產品庫存，挑出和我們要走向的品牌形象不一致的產品；隨著轉向 Stuart 的設計美學，整個產品、整條品項線，我們都從庫存裡拿掉，直接認列損失，不讓它們流進暢貨通路、流進市場。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

We're cutting out the least relevant, the least productive SKUs, and really focusing and allowing us to have greater clarity of message, going further with the winners and really getting that focus.

我們砍掉的是最不相關、最沒效率的品項，真正聚焦，讓訊息更清楚，把贏的款做得更遠。

2025-05-08　Todd Kahn，COACH 品牌執行長

So one of the things we did 5 years ago, we started to cut the tail of that special product that gives us -- that creates that beautiful Coachonomics flywheel of more gross margin, less markdown, more focused on liked product that allows us to lean in on what's winning globally.

所以五年前我們做的一件事，是開始剪掉那些特殊產品的長尾，這創造出漂亮的 Coachonomics 飛輪：毛利更多、降價更少、更聚焦在客人喜歡的產品，讓我們押注在全球賣得好的款上。

2025-11-06　Todd Kahn，COACH 品牌執行長

Additionally, we are no longer restricted to only traditional malls and outlets and have the right to win in new locations where Gen Z shop.

我們也不再只能開在傳統商場和暢貨中心；在 Z 世代逛街的新地點，我們也有機會贏。

FY2023　年報，COACH 的門市說明

Coach outlet stores serve as an efficient means to sell manufactured-for-outlet product and discontinued retail inventory outside the retail channel.

COACH 暢貨店，是在原價通路之外，有效率地賣掉為暢貨製造的商品與原價店停售庫存的管道。

2025-08-14　Todd Kahn，COACH 品牌執行長

And examples of the One Coach strategy, where we're bringing our collection product, Brooklyn, Tabby, other products like that into outlet stores, selling at full price.

One Coach 策略的例子：把原價系列，Brooklyn、Tabby 這些，放進暢貨店，用原價賣。

2026-08-13　Joanne Crevoiserat，Tapestry 執行長

By deliberately blurring the traditional industry lines between retail and outlet channels, bringing collection product at full price into outlet and unifying our digital experience through a single coach.com, we've aligned our approach with how consumers shop today, creating a stronger, more consistent global expression of the brand.

我們刻意打破原價與暢貨這兩種通路的傳統界線，把原價系列用原價放進暢貨店，官網統一成一個 coach.com；做法跟上了客人今天買東西的方式，品牌在全球的樣子也更一致。

FY2026　年報，風險因素

We are also engaging in initiatives to harmonize the customer experience between our retail and outlet channels, by bringing select full price products into the outlet channel and enabling a single-cart checkout process for retail and outlet on our Coach brand e-commerce site.

我們也在推動統一原價與暢貨通路的購物體驗：把部分原價商品放進暢貨通路，並讓 COACH 官網的原價與暢貨商品用同一個購物車結帳。

2025-11-06　Todd Kahn，COACH 品牌執行長

Additionally, as something Joanne highlighted, we are far less promotional than ever before. And that raises the floor.

另外，就像 Joanne 說的，我們現在比以往任何時候都少促銷。這把底部墊高了。

2013-11-20　Francine Della Badia，北美零售總裁（Morgan Stanley 會議）

We have been over the past few years too quiet on the marketing front

過去幾年，我們在行銷上太安靜。

2014-10-28　Victor Luis，執行長

On the marketing and customer experience front, we dramatically increased our print advertising pages with improved positioning notably into September fashion books.

行銷上，我們大幅加買平面廣告頁，位置更好，特別是九月號的時尚雜誌。

2016-11-01　Andre Cohen，北美總裁

The holiday campaign is all about our Coach dinosaur, Rexy.

節日廣告全部圍著我們的恐龍 Rexy。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

The next period, which we can call Coach 2.0, focused on commercial appeal and broadening our marketing to include Gen-Zs and millennials. We distorted our offering in the sweet spot of the price pyramid with Parker and Charlie, bringing footwear in-house and sharpening our focus on select commercial ready-to-wear items. We started to use social and digital more fully, but still led with the store-first mentality.

下一個階段，可以叫 Coach 2.0，重點是商業吸引力，把行銷擴大到 Z 世代和千禧世代。我們把貨集中在價格金字塔的甜蜜點，推出 Parker 和 Charlie，把鞋類收回自己做，也聚焦少數商業化的成衣。我們開始更全面地用社群和數位，但還是門市優先。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

With that recognition, we are ready to reignite the accessible luxury segment by evolving our message from one rooted in high fashion imagery to one that is inclusive, culturally relevant and consumer-centric. Going forward, we will focus on authentic communications that are grounded in our values and embodied the courageous spirit of New York City.

有了這個認識，我們準備重新點燃買得起的精品這一塊：把訊息從高級時裝的形象，轉向包容、貼近文化、以客人為中心。往後，我們的溝通要真誠，扎根在我們的價值，展現紐約那種有勇氣的精神。

2024-05-09　Todd Kahn，COACH 品牌執行長

If you think about it, historically, Coach spend 3% on marketing. We're spending over 8% on marketing today.

想想看，COACH 過去行銷只花營收的 3%；今天我們花超過 8%。

2026-05-07　Todd Kahn，COACH 品牌執行長

Coach is approaching $1 billion annual spend in marketing, and we're doing that in a way that is attracting new customers into our brand.

COACH 一年的行銷費接近 10 億美元，而且花的方式，是把新客人帶進品牌。

2023-11-09　Joanne Crevoiserat，Tapestry 執行長

As we continue to drive gross margin and expand gross margin, we're leveraging that margin expansion to invest in brand building which then helps drive top line, creates the brand heat that creates the flywheel.

我們持續推高、擴大毛利率，再把擴大出來的毛利拿去投資品牌建設，這又帶動營收、創造品牌熱度，形成飛輪。

2017-05-02　Victor Luis，執行長

…discount perceptions, an important measure of brand health, declined once again this quarter.

折扣印象，衡量品牌健康的一個重要指標，這一季又下降了。

2020-02-06　Jide Zeitlin，董事長兼執行長

We are pleased to see the perception of Coach as a brand on the way up increased significantly and match fiscal year 2013's all-time high making it a standout within our panel.

覺得 COACH 是一個正在往上走的品牌的人明顯增加，追平 FY2013 的歷史高點，在調查的品牌裡特別突出。

2024 年第四季　Lyst Index（第三方）

Coach climbs 10 places to become the world's 5th Hottest Brand, reflecting an exceptional quarter across all of our key Index metrics.

COACH 上升十名，成為全球第五熱門的品牌，這一季的每一項指標都表現突出。

2024 年第四季　Lyst Index（第三方）

Competitive discounts during Peak sale season allowed more customers to access hot Coach bags and made Coach pieces popular holiday gifts.

旺季促銷的折扣，讓更多客人買得到熱門的 COACH 包，也讓 COACH 成了熱門的節日禮物。

2015-01-29　Victor Luis，執行長

…as we continue to drive fashion relevance for the Coach brand and to differentiate it from the accessible luxury competition that has grown over the last 5 to 10 years, especially.

我們持續提升 COACH 在時尚上的份量，把它跟過去五到十年長起來的買得起的精品對手區隔開來。

2020-08-13　Todd Kahn，COACH 品牌執行長（代理）

As some of you may remember, at our Analyst and Investor Day in 2014, we presented a three-year plan to make Coach a modern luxury brand across product, stores and marketing, driving fashion credibility and targeting the cool girl and guy. We added beautiful handbags at higher price point, such as the Swagger and the Rogue, opened engaging stores that were beacons for the brand, created unexpected and feminine ready-to-wear for our runway shows, and used our digital channels primarily as marketing vehicles. And our efforts worked. We successfully combated the prior perception of sameness and ubiquity and built fashion credibility, supporting a lengthy period of positive comps.

各位可能還記得，2014 年的分析師與投資人日，我們提出一個三年計畫：從產品、門市到行銷，把 COACH 做成現代精品，建立時尚上的說服力，客人鎖定酷女孩和酷男孩。我們加進價位更高的漂亮手袋，像 Swagger 和 Rogue；開了能代表品牌的門市；為走秀做出意想不到、偏女性化的成衣；數位通路主要當行銷工具。這些努力奏效了。我們成功擺脫過去「長得都一樣、到處都是」的印象，建立時尚上的說服力，撐起一段很長的同店成長。

2015-08-04　Victor Luis，執行長

We have a unique opportunity, a brand with a unique heritage as America's original house of leather. And we fully plan to leverage that as we celebrate our 75 years as a brand by taking a very bold step forward, defining a modern Coach with our first full runway presentation this September.

我們有一個獨特的機會：一個擁有「美國最早的皮件老店」這種傳承的品牌。我們打算好好運用它，在品牌 75 週年大膽跨出一步，用今年 9 月第一場完整走秀，定義一個現代的 COACH。

2017-11-07　Victor Luis，執行長

We continue to build our fashion authority at Coach. After winning the CFDA Accessory Designer of the Year Award earlier this year, Stuart Vevers' recent spring fashion show in September was named one of the top 10 global fashion shows among all designer showing in New York, London, Milan or Paris by the industry publication Business of Fashion.

我們持續替 COACH 建立時尚權威。今年稍早拿下 CFDA 年度配件設計師之後，Stuart Vevers 9 月的春季秀，又被業界刊物 Business of Fashion 評為全球十大時裝秀之一，比的是所有在紐約、倫敦、米蘭、巴黎發表的設計師。

2015-10-27　Victor Luis，執行長

And we kicked off our 75th anniversary celebration by hosting our first true runway show during New York Fashion Week, receiving great engagement, editorial reviews, and positive trade feedback.

七十五週年從紐約時裝週的第一場完整走秀開始，反應、評論、業界回饋都好。

2015-10-27　Victor Luis，執行長

To this end, we amplified our September New York Fashion Week runway show worldwide across our digital and social platforms, driving over 800 million impressions, approximately five times those generated during the Fall 2015 New York Fashion Week presentation of this past February.

為此，我們把 9 月紐約時裝週的走秀，透過數位和社群平台推向全球，帶來超過 8 億次曝光，大約是今年 2 月 2015 秋季紐約時裝週發表的五倍。

2015-10-27　Victor Luis，執行長

During the show, we debuted Coach 1941, named after the date Coach was found in New York City 75 years ago.

走秀上我們發表了 Coach 1941，以七十五年前 COACH 在紐約創立的年份命名。

2017-05-02　Victor Luis，執行長

…we were thrilled when Coach Creative Director, Stuart Vevers, was awarded the distinguished honor of 2017 Designer of the Year by the American Apparel & Footwear Association at the American Image Awards last week, and are equally excited that in his first year of eligibility, Stuart has been nominated for the CFDA Accessory Designer of the Year.

COACH 創意總監 Stuart Vevers 上週在美國形象獎，拿下美國服裝鞋類協會的 2017 年度設計師，我們非常高興；同樣讓我們興奮的是，Stuart 第一年有資格參選，就入圍 CFDA 年度配件設計師。

2024-10-02　CFDA（美國時裝設計師協會，第三方）

This award specifically highlights Coach's groundbreaking initiative, Coachtopia, a collaborative lab for innovation aimed at accelerating the fashion industry's transition toward a circular economy.

這個獎特別表揚 COACH 的 Coachtopia：一個協作的創新實驗室，要加快時尚業轉向循環經濟。

FY2015　年報（FY2015）

The Coach brand was established in New York City in 1941, and has a rich heritage of pairing exceptional leathers and materials with innovative design.

COACH 1941 年在紐約創立，傳統是把出色的皮革與材料，配上創新的設計。

2016-01-26　Victor Luis，執行長

No other American brand in our space can claim the unique combination of heritage and craftsmanship that is our DNA, fused with the modern fashion sensibility of Stuart's vision.

在我們這個領域，沒有別的美國品牌能說自己有這樣的組合：傳承與工藝是我們的 DNA，再融進 Stuart 現代的時尚感。

FY2018　年報（FY2018–FY2020）

As a pioneer in the leather goods and accessories space, the brand established itself as the original American house of leather.

作為皮件與配件的先行者，這個品牌是美國最早的皮革之家。

FY2018　年報（FY2018–FY2020）

Defined by a free-spirited, all-American attitude, the brand approaches design with a modern vision, reimagining luxury for today with an authenticity that is uniquely Coach.

它的態度自由、道地美國，用現代的眼光做設計，帶著只屬於 COACH 的真誠，重新想像今天的精品。

FY2023　年報（FY2023 起；FY2024 起 craft 寫成 craftsmanship）

Coach has built a legacy of craft and a community that champions the courage to be real.

COACH 累積了工藝的傳承，也累積了一個擁護「做自己的勇氣」的社群。

FY2015　年報（FY2015）

Designers have access to Coach's extensive archives of product designs created since Coach's inception, which are a valuable resource for new product concepts.

設計師可以使用 COACH 從創立起累積的大量產品設計檔案，那是新產品構想的寶貴來源。

2016-04-26　Victor Luis，執行長

This global brand campaign is a key vehicle to communicate our authentic history as America's original house of leather with taglines such as, We Got Our Heritage The Old-Fashioned Way, We Inherited It, setting us apart from the direct competitors who are often inspired by our archives.

這支全球品牌廣告，是講我們真實歷史的主要工具：美國最早的皮革之家。標語像是「我們的傳承是用老方法得來的：繼承來的」，和常常從我們的檔案找靈感的直接競爭者分開。

2019-11-05　Jide Zeitlin，執行長

Coach Originals celebrated the heritage of the brand in a modern way with distinct product stories, including restored vintage bags, remade updates of archival styles and remixed bags, which are individually handcrafted combinations of Vintage Coach bags.

Coach Originals 用現代的方式慶祝品牌的傳承，有幾種不同的產品故事：修復的古著包、把檔案裡的款式重做更新，還有混搭包，每一個都是用幾個古著 COACH 包手工拼成。

2025-02-06　Joanne Crevoiserat，Tapestry 執行長

Further, our Coach Originals collection featuring archival bags that celebrate the brand's legacy with a modern sensibility drove growth, notably with Gen Z consumers.

此外，Coach Originals 系列用現代的感覺重現檔案裡的包、慶祝品牌的傳承，帶動了成長，特別是 Z 世代。

2025-05-08　Joanne Crevoiserat，Tapestry 執行長

Further, we grew our archival inspired Coach Originals collection with the introduction of the large Kiss Lock Bag at $695, which sold out within minutes of launching online and within a day at stores.

此外，從檔案得到靈感的 Coach Originals 系列繼續長大，推出 695 美元的大號 Kiss Lock 包，網路上架幾分鐘就賣完，門市一天內賣完。

2018-08-14　Tapestry 給投資人的簡報，COACH FY2018 的里程碑

Stuart Vevers created new expression of Signature and the customer immediately embraced his iteration of this brand icon.

Stuart Vevers 給 Signature 新的表現方式，客人馬上接受了他對這個品牌經典的新詮釋。

2021-02-04　Joanne Crevoiserat，Tapestry 執行長

In retail, we continue to fuel signature and proprietary brand codes through a variety of new iterations, with notable success in our Horse & Carriage platform.

原價店裡，我們繼續用各種新版本推 Signature 和品牌自有的符號，馬車標誌系列特別成功。

2022-11-10　Joanne Crevoiserat，Tapestry 執行長

In ready-to-wear, our cut and sew assortment featuring our signature C, Rexy and Horse & Carriage continued to resonate with consumers, highlighting the importance and resonance of Coach's iconic brand codes.

成衣裡，印著 Signature C、恐龍 Rexy 和馬車標誌的系列持續受歡迎，看得出 COACH 經典品牌符號的分量和共鳴。

2023-04-20　Stuart Vevers，COACH 創意總監（Coachtopia 上市，Tapestry 官網）

Coachtopia takes this to a new level by challenging us to 'design in reverse,' with the end goal of circularity top of mind, in collaboration with the next generation and their optimistic vision for tomorrow.

Coachtopia 更進一步，挑戰我們「倒過來設計」：一開始就把循環放在心上，和下一代、和他們對明天的樂觀想像一起做。

2024-09-10　Stuart Vevers，COACH 創意總監（2025 春夏發表會新聞稿）

We've taken very archetypal pieces and made them unique to the wearer, with the proportions, with the styling, and with very playful embellishments that call into question the idea of traditional 'luxury.' I think what's more valuable today is something that's personal.

我們拿很經典的單品，用比例、用搭配、用很好玩的裝飾，讓它變成穿的人獨有的，也挑戰了傳統「奢華」的概念。我覺得今天更有價值的，是屬於個人的東西。

2025-02-10　Stuart Vevers，COACH 創意總監（同一份新聞稿）

There's a clear, cohesive idea here in terms of materials, silhouette and styling, and that comes from knowing who we are and what we stand for.

材質、輪廓和搭配，都有一個清楚一致的想法，那來自知道我們是誰、代表什麼。

2026-09-10　Stuart Vevers，COACH 創意總監（八十五週年，2027 春夏發表會新聞稿）

I didn't want to make a retrospective. We turned familiar Coach ideas inside out, exposed their construction, softened them and left traces of a celebration on them. Having 85 years behind us gives us the confidence to look forward.

我不想做回顧展。我們把熟悉的 COACH 元素翻過來，露出它的結構，讓它變柔軟，再留下慶祝的痕跡。背後有八十五年，讓我們有底氣往前看。

2024-10-02　Amazon Fashion 副總裁 Jenny Freshwater（CFDA 創新獎公告）

Coach, under the creative direction of Stuart Vevers, exemplifies how a brand can bring its unique story and heritage to life, capturing the attention of a new generation of customers.

在 Stuart Vevers 的創意帶領下，COACH 示範了一個品牌怎麼讓自己獨有的故事與傳承活起來，抓住新一代客人的目光。

2015-04-28　Victor Luis，執行長

Our quarterly North America brand tracking survey delivered in March showed further improvement among category drivers that Coach has perceived as less promotional, while our brand affinities remain strong overall.

我們每季做的北美品牌追蹤調查，3 月交出的結果：品類主力客人覺得 COACH 沒那麼促銷了，整體的品牌好感仍然強。

2016-08-09　Victor Luis，執行長

Importantly, in our North America brand tracking survey fielded in June, we saw strength in our overall brand affinities, while the percentage of customers who viewed Coach as ubiquitous declined versus a year ago.

重要的是，6 月做的北美品牌追蹤調查，整體品牌好感強勁，覺得 COACH 到處都是的客人比例，比一年前下降。

2017-01-31　Victor Luis，執行長

Importantly in our U.S. brand tracking survey fielded in December, Coach's repurchase intent with category drivers increased versus a year ago, while our brand affinities were strong with consumers overall.

12 月做的美國品牌追蹤調查，品類主力客人對 COACH 的回購意願比一年前高，整體品牌好感仍然強。

2018-08-14　Joshua Schulman，COACH 品牌執行長

In our FY 18 North America brand tracking survey, we were excited to see Coach posting meaningful increases in being viewed as on the way up by both the broad premium consumer and specifically, with millennials.

FY2018 的北美品牌追蹤調查，覺得 COACH 正在往上走的人明顯增加，不論是廣大的高端消費者，還是千禧世代。

2024-02-08　Joanne Crevoiserat，Tapestry 執行長

And according to US brand tracking work fielded during the quarter, Coach saw a lift in unaided awareness versus prior year led by gains with Gen Z consumers, underscoring that our investments in brand building are working.

這一季做的美國品牌追蹤顯示，COACH 的不提示知名度比前一年高，成長主要來自 Z 世代，證明我們在品牌上的投資有效。

2015-04-28　Victor Luis，執行長

We found that, one; customers are reacting very positively to the new environment as about 75% of those interviewed said that the modern luxury store makes them want to shop at Coach more often, and two; our modern luxury stores are resonating with customers as sophisticated, luxurious, comfortable, and inviting across both markets.

我們發現，第一，客人對新環境反應非常正面，約 75% 的受訪者說，現代精品門市讓他們想更常來 COACH；第二，兩個市場的客人都覺得現代精品門市精緻、奢華、舒服、讓人想走進來。

2017-01-31　Andre Cohen，北美總裁（講暢貨店改裝）

So we mentioned I think last call we've been doing research both through our consumer insights group and field teams to try and understand how consumers react to this new remodel. There are few actions we took based on those findings, a few months ago that is starting to pay off where we are seeing improved results, so larger rooms, not so much segmentation within the stores, more tables to make the products more accessible.

上一季提過，我們透過消費者洞察團隊和第一線團隊做研究，想了解客人對新改裝的反應。根據這些發現，幾個月前做了幾項調整，現在開始見效：空間更大、店內少分區、多擺桌子，讓商品更好拿。

2023-02-09　Joanne Crevoiserat，Tapestry 執行長

Following the launch last September, the campaign video has approximately 350 million views, and we've seen improvements in purchase consideration for Gen Z consumers per YouGov.

去年 9 月上檔以來，這支廣告影片約有 3.5 億次觀看；根據 YouGov，Z 世代對 COACH 的購買考慮度提高。

2023-08-17　Joanne Crevoiserat，Tapestry 執行長（講整個集團）

And as we've done that, we've crystallized our target customer and really getting to know these customers on a deeper level, fielding a lot of research, ethnographic research, quantitative, qualitative that and those insights have driven the acquisition of new and younger customers.

這樣做的同時，我們把目標客人定得更清楚，也更深入認識這些客人：做了大量研究，民族誌式的、量化的、質化的；這些洞察帶進了更多新的、更年輕的客人。

2015-04-28　Victor Luis，執行長

These closures, both in January, were executed to better understand crossover between outlet and retail stores as well as our ability to influence purchase behavior.

這兩家都在 1 月關，目的是更了解暢貨店與原價店之間的客人流動，以及我們能不能影響客人的購買行為。

2015-04-28　Victor Luis，執行長

While very early days, thus far we have not seen any transfer from outlets to retail stores in these markets.

還很早，但到目前為止，在這兩個市場，我們沒看到客人從暢貨店轉去原價店。

2015-08-04　Victor Luis，執行長

However, in the case of the local store, we saw a customer return rate that was about half the balance of chain, meaning these customers did not transfer to other Coach outlet stores.

但在地客為主的那一家，客人的回購率約是全公司其他店的一半，代表這些客人沒有轉去別家 COACH 暢貨店。

2015-08-04　Victor Luis，執行長

We continue to see customers remain dedicated to their preferred channel. And if we close a customer's primary outlet store, we simply lose a substantial portion of the business.

我們一再看到，客人忠於自己習慣的通路。把客人主要去的那家暢貨店關掉，那一大塊生意就直接沒了。

2015-08-04　Victor Luis，執行長

In addition, based on our learnings in North America, we will no longer be doing light touch warm-ups as we found that these changes are not disruptive enough to drive a true inflection.

另外，根據北美的經驗，我們不再做門市的小幅翻新，因為這種程度的改變不夠大，帶不出真正的轉折。

2016-04-26　Andre Cohen，北美總裁（講暢貨店）

We have used our Woodburry common store as a pilot where we have done things such as moving more product to the floor.

我們拿 Woodbury Common 的暢貨店當試點，做了像是把更多商品擺上賣場這類調整。

2016-04-26　Andre Cohen，北美總裁（講暢貨店）

The positive news is that in Woodburry when we started these tweaks about two or three months ago we have seen an improvement in the control of the metrics conversion in ADT, so good learnings and we're going to keep implementing them throughout the chain.

好消息是，在 Woodbury 開始調整這兩三個月，轉換率和客單價都改善了；學到的東西，我們會推到所有的店。

2024-11-07　Joanne Crevoiserat，Tapestry 執行長

This test continues to exceed plan and as a result we rolled it out to more locations with Tabby now available in over 200 outlet stores globally, again at full price.

這個測試持續超過計畫，所以我們擴到更多店：Tabby 現在在全球兩百多家暢貨店上架，一樣是原價。

2019-08-15　Victor Luis，Tapestry 執行長

During the fiscal year, we officially launched Tapestry's Data Labs portal, a personalized suite of data science and AI tools that are changing the way we use and interact with data, providing access to those on the frontlines of our business.

這個財年，我們正式推出 Tapestry 數據實驗室入口，一套個人化的資料科學與 AI 工具，改變我們用資料的方式，也讓第一線的人用得到。

2020-08-13　Joanne Crevoiserat，Tapestry 執行長（代理）

We have embedded data and analytics more fully into our marketing operations and enabled those teams to really drive a test and learn mindset and test a lot of new things, I think, we've managed our 50 tests in the fourth quarter alone through that platform, and we're learning a lot.

我們把數據和分析更完整地放進行銷作業，讓團隊真的用邊測邊學的心態試很多新東西；光是第四季，我們就在那個平台上跑了 50 個測試，學到很多。

2020-08-13　Joanne Crevoiserat，Tapestry 執行長（代理）

And some of those things work, some of them don't. We learn fast, which is part of the agility. We're learning fast, and we're scaling the wins.

有的有效，有的沒有。我們學得快，這是敏捷的一部分；學得快，再把有效的放大。

2021-08-19　Joanne Crevoiserat，Tapestry 執行長

Scott called it out in his prepared remarks, but 3% higher investments in marketing, and we've done that with confidence because with our new data and analytics capabilities, we're better able to measure the return on our marketing investments.

Scott 在報告裡提過，行銷投資多了 3%（占營收的比例，比 FY2019 多 3 個百分點）；我們有把握這樣做，因為新的數據與分析能力，讓我們更量得出行銷投資的報酬。

2022-08-18　Joanne Crevoiserat，Tapestry 執行長（講 COACH）

To this point, through product and concept testing as well as predictive analytics, we delivered a more focused and compelling assortment to consumers, resulting in higher sell-throughs and increased SKU productivity.

透過產品與概念測試，加上預測分析，我們給客人更聚焦、更有吸引力的品項，賣完率更高，每一款更會賣。

2026-02-05　Joanne Crevoiserat，Tapestry 執行長

So we're already applying AI tools across the value chain from product development, as you know, to inventory management, to pricing, to marketing, AI tools are embedded.

我們已經把 AI 工具用在整條價值鏈上，從產品開發、存貨管理、定價到行銷，AI 工具都在裡面。

2026-08-13　Joanne Crevoiserat，Tapestry 執行長

During the year, we secured our first AI patent, building on our previously patented data fabric technology.

這一年，我們拿到第一個 AI 專利，建立在先前已取得專利的數據架構技術上。

2017-01-31　Victor Luis，執行長

As you may know, China has approximately 200 or more cities with a population of a million or more and given more accessible price points we believe we're going to be seeing continued opportunity for us to develop distribution beyond what the traditional luxury brands have and have tremendous opportunity of course to continue to grow within same stores there as the middle class continues to evolve in that markets and as we continue to see of course the population urbanizing.

中國有兩百個以上百萬人口的城市；我們的價格比較親民，能把店開到傳統精品品牌沒去的地方。中產階級還在長、人口還在往城市走，同店也還有很大的成長空間。

2018-10-30　Victor Luis，Tapestry 執行長，講中國客人

We may not grow as quickly in the great times compared to traditional luxury, but when there are periods of crisis, we tend to be much more resilient as consumers continue to look for value

景氣好的時候，我們長得可能不如傳統精品快；但遇到危機，我們韌性強得多，因為客人會一直找划算的。

2024-08-15　Todd Kahn，COACH 品牌執行長

As we've seen traditional European luxury soften in China, our relevancy, we're getting -- we're giving that consumer an incredible value at a very fashionable -- with a very fashionable product.

歐洲傳統精品在中國轉弱的時候，我們給中國客人的，是非常划算、又非常時髦的東西。

2024-11-07　Todd Kahn，COACH 品牌執行長

I went to a small city called Wuxi, about two hours outside of Shanghai. When I say a small city, a city of over 7 million people, we have three stores there. We have the opportunity clearly to double our store count there, because we're not restricted by maybe places where only traditional European luxury will go. We're able to go where the young people are and our brand resonates.

我去了一個小城市，無錫，離上海兩個小時。說是小城市，人口其實超過七百萬，我們在那裡有三家店。我們很明顯還能把店數加倍，因為我們不必只去歐洲傳統精品才會去的地方；年輕人在哪裡，我們就能去哪裡，品牌也打得動他們。

2014-08-05　Victor Luis，執行長

Moving to Europe, which is a large and fragmented market representing about 20% of the total global men's and women's premium bag and accessory category, and represents the largest white space for Coach. While our current business in Europe is very small with sales at retail of just over $60 million, we see a big opportunity for brands at our price point, which represent the fastest growing segment of the market.

歐洲是一個很大、很分散的市場，約占全球男女高級包與配件的兩成，是 COACH 最大的空白市場。我們在歐洲的生意還很小，零售額六千多萬美元；但我們這個價位的品牌，是這個市場成長最快的一段，機會很大。

2016-08-09　Victor Luis，執行長

Quite different, of course, in developing markets like Europe where we're starting with 1941 as the true first impression that these consumers have of Coach in an increasing way.

歐洲這種還在開發的市場就很不一樣：越來越多當地客人對 COACH 的第一印象，就是 1941 系列。

2015-04-28　Victor Luis，執行長

We also experienced a pickup in Chinese tourist spending in Japan and Europe, especially around Chinese New Year aided by the compelling value the weaker yen and Euro has provided to the Chinese shopper.

中國觀光客在日本和歐洲的消費也回升了，尤其是農曆新年前後；日圓和歐元變弱，讓中國客人買起來很划算。

2016-08-09　Victor Luis，執行長

For the year, sales rose 2% in constant currency and were essentially even with the prior year in dollars, benefiting overall from an increase in PRC tourist flows on an annual basis and a positive response to our new modern luxury positioning from Japanese consumers and tourists alike.

日本全年營收以固定匯率成長 2%，美元計大致持平；整體受惠於中國觀光客全年增加，也受惠於日本客人和觀光客對我們現代精品新定位的正面反應。

2018-10-30　Joshua Schulman，COACH 品牌執行長

What we're seeing is Asia performing better overall as the PRC consumer, the Chinese consumer continues to discover those markets from Japan down into Southeast Asia and Australia much more so today than the US or Europe.

我們看到亞洲整體表現比較好，因為中國客人一路在發現這些市場，從日本往下到東南亞、澳洲，比去美國或歐洲多得多。

　2013 年委任書，董事長兼執行長 Frankfort 給股東的信

While we made significant progress against our strategic initiatives and maintained our outstanding profitability levels, we were not satisfied with our performance in the Women’s handbag and accessories category in North America, where competition intensified and the environment remained highly promotional. To address these challenges and drive growth across all of our business, we’ve embarked on a path to transform Coach into a global luxury lifestyle brand, anchored in accessories.

我們在策略上有很大的進展，獲利也維持得很好；但北美的女用手袋與配件，我們不滿意：競爭變激烈，市場一直在促銷。為了解決這些問題、讓整個生意成長，我們走上一條路：把 COACH 改造成以配件為核心的全球精品生活品牌。

2013-02-14　新聞稿，Irene Miller，首席獨立董事（代表董事會）

The Board conducted a rigorous succession process and were enthusiastic in our support for Victor Luis

董事會經過嚴謹的接班程序，熱烈支持由 Victor Luis 接任。

　2014 年委任書，薪酬那一章

We believe that long-term growth can be realized through our transformational efforts over time. Our long-term strategic plan will serve as the basis for our incentive compensation plans going forward.

我們相信，長期成長要靠轉型的努力，慢慢做出來。長期策略計畫，會是往後獎金制度的基礎。

2014-09-25　新聞稿，Lew Frankfort，執行董事長（宣布退休）

I have every confidence that the strong and seasoned management team, led by Victor and under the creative direction of Stuart Vevers, has the resources and experience to execute the transformation plan in place, leveraging the compelling global opportunities for the brand.

我完全相信，由 Victor 帶領、Stuart Vevers 負責創意的這支資深團隊，有資源也有經驗，把已經定好的轉型計畫做出來，抓住品牌在全球的機會。

　2015 年委任書，董事長 Zeitlin 與執行長 Luis 給股東的信

As we moved through the fiscal year, we drove sequential improvement in our North America bricks and mortar business while dramatically reducing the number of promotional impressions in the marketplace against a backdrop of heightened promotional activity.

這一年，北美門市一季比一季好；同時，市場上的促銷越來越多，我們反而大幅減少了自己的促銷印象。

　2016 年委任書

We believe we received lower support primarily because the targets for our annual incentive plan (the “Annual Incentive Plan”) described in the Elements of Compensation section below for fiscal year 2015 were set below our fiscal year 2014 actual results.

我們認為支持度變低，主要是因為 FY2015 的年度獎金目標，訂得比 FY2014 的實際成績還低。

　2016 年委任書

After reducing promotional activity to reinvigorate our brand, we planned that our revenues would decline by roughly 11%, resulting in lower guidance and lower Annual Incentive Plan targets for fiscal year 2015.

為了讓品牌重新有活力，我們減少促銷，預計營收會少約 11%；財測和 FY2015 的年度獎金目標，也就跟著訂低。

　2015 年委任書，FY15-17 績效股的指標

…growth in ADT is considered a strong indicator of the strength of our brand and new product offerings and a leading indicator of overall sales growth

客單價成長被視為品牌與新產品實力的有力指標，也是整體銷售成長的領先指標。

　2016 年委任書，董事長 Zeitlin 與執行長 Luis 給股東的信

We truly joined the fashion conversation through our first runway shows, and earned increasing acceptance as a house of modern luxury brands. We are elevating the perception of the Coach brand by fusing our history and heritage of quality and craftsmanship with a cool New York fashion relevance that we believe is resonating with customers globally.

我們靠第一場走秀，真正加入了時尚的對話，也越來越被當成一家現代精品的品牌公司。我們把傳承下來的品質與工藝，和紐約的酷結合，拉高大家對 COACH 的看法；我們相信全球的客人都有感。

2019-09-04　新聞稿，Susan Kropf，首席獨立董事

The Board remains committed to Tapestry’s multi-brand model, while recognizing the need to sharpen our focus on execution. Given the continued strength and momentum at Coach – the largest brand at Tapestry – our top priority remains driving significantly improved performance at our acquired brands

董事會仍然堅持 Tapestry 的多品牌模式，也看到執行要更聚焦。COACH 這個 Tapestry 最大的品牌持續強勁、有動能；我們最優先的，仍然是讓買來的品牌表現大幅改善。

2020-07-21　新聞稿

…today announced that effective immediately, Jide Zeitlin, Chairman and Chief Executive Officer, has resigned from the Company and its Board of Directors for personal reasons.

今天宣布，董事長兼執行長 Jide Zeitlin 因個人原因，辭去公司職務與董事，即刻生效。

　2025 年委任書，董事長 Gates 與執行長 Crevoiserat 給股東的信

We achieved these key targets, and our results are more than numbers – our success showcases that our strategies are working, and that our systemic approach to brand building is capturing a new generation of consumers globally.

這些目標我們都達成了；成績不只是數字，它證明策略有效，我們有系統地建立品牌，正在抓住全球新一代的客人。

　2025 年委任書，同一封信講 COACH

Coach has a storied 85-year history, and this fiscal year was the strongest on record. Our success is rooted in brand-building capabilities: we’ve been focused on understanding our target Gen Z consumer and creating emotional connections that reimagine a heritage brand for modern consumers.

COACH 有 85 年的歷史，這一年是史上最強的一年。成功的根，是建立品牌的能力：我們專注理解目標中的 Z 世代客人，用情感連結，替現代客人重新想像一個老品牌。