Behind The Lyst Index: Coach’s Tabby-Fueled Renaissance
In an era of ever-escalating luxury prices, Coach is orchestrating a quiet revolution in the fashion landscape, claiming share of search from heritage houses. This quarter, the iconic American brand has re-entered The Lyst Index's hottest brands ranking for the first time in over a year, joining The Row, New Balance, and Skims as the only four American brands to make the cut. By deftly blending its rich heritage with contemporary design sensibilities, the label has captured the attention of both long-time devotees and a new generation of style enthusiasts. Over the past year, Coach has seen a 361% surge in searches, a testament to its renewed relevance in today's fashion dialogue.
At the heart of Coach's renaissance is the Tabby bag, which, with its clean lines and versatile silhouette, embodies the brand’s ethos of approachable luxury and has become one of the hottest products of the quarter. Starting at $385, it’s a well-crafted piece that doesn’t require a lifetime of saving, one that offers a tantalizing entry point into the world of high-end accessories. Spotted on the arms of the likes of Jennifer Lopez, Megan Thee Stallion, and Elsa Hosk, the TikTok-famous bag has quickly been rising to icon-level status, having generated over 34.2M posts on the social media platform.
But the Tabby isn't Coach's only star player. The Pillow Tabby — a plush iteration of the original — has also gained significant traction, while the Willow tote, with its structured silhouette and gold hardware, continues to be a favorite among fashion insiders. And in the ready-to-wear department, Coach's leather jackets and shearling coats have consistently been making waves, blending the brand's leather expertise with current fashion trends.
Of course, Coach's success extends beyond a few key products. The brand's recent campaigns — like “Find Your Courage”, starring Lil Nas X and Camila Mendes — have struck a chord with consumers, balancing nostalgia with modernity. Another key to Coach's resurgence? Its collaborations. Recent partnerships with Disney, Keith Haring's estate, and Japanese brand BAPE have injected fresh energy into the brand, attracting younger consumers while maintaining its core appeal. These limited-edition collections have become highly sought after, often selling out within hours of release.
What sets Coach apart in today's saturated market is its ability to offer a luxury experience that feels both aspirational and attainable. The brand's success highlights a growing trend among discerning consumers who are seeking quality craftsmanship and timeless design without the exclusivity often associated with heritage houses. As the fashion industry continues to grapple with questions of accessibility and value, Coach is proving to be a compelling choice for style-savvy shoppers looking to invest in pieces that marry quality with attainability.