Coach Launches Their More Expensive Studio Bags

Coach is the comeback kid of 2021. While Coach has gone from the brand you buy at the outlet to the must-have influencer bag, their prices have hardly changed in years.

Meanwhile, luxury brands raise their prices two or three times a year to keep their eye-watering price tags in context and create a fear of missing out on bags.

The brand is now taking its first step into more expensive handbags beyond their usual $300 price point. Coach’s new ‘Studio’ bag retails at $450 at Nordstrom and Farfetch.

This more expensive price point won’t be a surprise to long-term followers on Coach. Tapestry, the parent company of Coach, has been raising the prices of all three of its brands.

Meet the Studio Bags

Coach’s new Studio collection comes with a more expensive price point, from $450 to $495

Coach describes their Studio design as being the ‘see and be-seen bag’. This classic silhouette incorporates the brand’s signature ‘C’ push-lock closure and is a modern interpretation of their archival clasp.

The bag is designed with versatility in mind as a take-everywhere style that is made using soft quilted nappa leather or canvas.

The Coach Studio bags are available in various quilted and textured leather options alongside the brand’s traditional signature canvas. The Studio bag offers a more elevated and minimalistic design than what we typically see from Coach.

The silhouette is inspired by the classic Parisian satchel bags that you’ll find from brands like Celine and Hermès.

Euphoria star Barbie Ferreira and her cat star in Coach's Give A Little Love holiday season campaignEuphoria star Barbie Ferreira and her cat star in Coach’s Give A Little Love holiday season campaign (Credit: Coach / Mega / WENN)

Having just been released in recent weeks, the Coach Studio bag hits the market in time for the holiday season – the first test of Coach’s new higher price point.

Why the Studio Bags are More Expensive

The reasoning for the more expensive Studio bags is ten-fold. Their more expensive price point is designed to attract new customers in the Chinese market, particularly as the silhouette was designed with these customers in mind.

Asia has emerged as one of the most influential markets in the fashion industry and is a demographic that Coach is keen to break into.

Coach believes that the brand’s ethos, quality, and marketing will allow them to pivot to a higher price point without losing their customer base.

“Because our quality, our value, the brand heat is there — our consumer is giving us a way to be more fulsome in our pricing,” Coach’s chief executive and brand president Todd Kahn told The Business of Fashion.

Is this higher price point likely to work? Perhaps.

Kiko Mizuhara modeling a Coach Studio bag in Glovetanned Chalk Leather for Give A Little Love holiday season campaignKiko Mizuhara modeling a Coach Studio bag in Glovetanned Chalk Leather for Give A Little Love holiday season campaign (Credit: Coach / Mega / WENN)

Coach has seen an increase in sales in the last three months, with Tapestry expected to raise its annual revenue forecasts for its three brands by $0.2 billion.

The parent company has seen a 25% growth in revenue year-on-year, with Coach accounting for their most dominating brand in comparison to Kate Spade and Stuart Weitzman.

With its Studio bags, Coach is taking its first steps into moving up the ladder to become a more sought-after brand.

While it is unlikely to hit a four-figure price tag anytime soon, the Studio collection shows that luxury brands aren’t the only ones using price increases to boost their image and attract the Chinese market.

Coach's more expensive price point is designed to attract new customers in the Asian market

Coach’s more expensive price point is designed to attract new customers in the Asian market

What do you think of the Coach Studio collection? Will you be adding one to your closet? Do you think Coach is right to introduce a more expensive range of handbags?

Eryzle

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