COACH 1941 Ready To Wear

When American leather brand Coach needed a fresh view to reinvigorate the brand, the first step was to add a new product category. The launch of Women’s Ready to Wear, or Coach 1941, would eventually bolster the entire brand’s renaissance, giving a younger, fresher, and authentic voice to a older generation’s brand. Stefanie masterminded the launch and implementation of Coach 1941 RTW, through delivering compelling price points for a luxury brand, shortening the production calendar lead time, cherry-picking the 40 best stores for RTW globally, training sales teams in person on product storytelling, and partnering with Visual and Marketing Teams to make sure that RTW became top of mind for a storied leather-goods house.

By creating a luxury halo Coach 1941 brand within the Coach framework, the resulting sales increase for RTW alone were 138% comp to $50M for 2015, on top of a 22% growth in 2014. In 2016 the category was on track for anther 30% sales increase, buoying the greater brand to a 5% same store sales comp.