Background information
Patrick’s Perfumes: oud – the love it or hate it fragrance
by Patrick Bardelli
The brand on its way to becoming the most popular of all
7/2/2025
Translation: Elicia Payne
Is Coach already on your radar? If not, it should be. Hardly any other label is growing as rapidly in terms of popularity and sales.
In the early 2000s, there was a designated it-bag every season. If you wanted to own one of them – or even all of them – you needed an unlimited budget. They weren’t just any bags – these were luxury brands such as Balenciaga, Chloé and Fendi and could easily cost several thousand francs.
The It-bag phenomenon has faded over the years. But that doesn’t mean that there aren’t highly sought-after status symbols for the trend-conscious wrist today. According to fashion search engine Lyst, in the final quarter of 2024, it was the Brooklyn Shoulder Bag 39 from Coach. How much does it cost? About 550 francs. However, the comparatively affordable price isn’t the only reason it takes first place on the «Hottest Products» winner’s podium.
Coach’s success story
The New York brand has been in the leather goods game since 1941. First as a tranquil family business, then as part of the Sara Lee Corporation, today under the umbrella of Tapestry, Inc., which also includes Kate Spade and Stuart Weitzman.
Coach experienced its first big boom in the 1960s and 1970s under the creative direction of designer Bonnie Cashin. The small manufactory became a successful fashion house with various boutiques of its own and a flagship store on Madison Avenue in Manhattan. It opened the digital doors to its online shop in 1999 and the company went public in 2000.
In 2017, Coach reached another important milestone in its career – one that’s impossible to forget: the Rexy Crewneck Sweater.
Wherever you looked, from Selena Gomez to Zoë Kravitz and Jared Leto, anyone who was someone suddenly sported the dinosaur across their chest. Whether it was a lucky strike or a clever marketing strategy, since Rexy, one thing was clear to the general public: Coach exists – and Coach is cool.
Coach’s hottest products
Um, but that’s still not the end of the success story. The newly published Lyst figures also show that search requests for Coach are increasing by – wait for it – 332 per cent annually. After Miu Miu, Saint Laurent, Prada and Loewe, the (relatively) budget-friendly brand is now in fifth place among the most sought-after brands. And the numbers are rising rapidly to the top.
So if I were you, I’d purchase one of these officially «hot products» from the brand sooner rather than later. As an investment, so to speak. As we’ve painfully experienced with Birkenstock, when popularity increases, the price tag usually does too.
Some Coach favourites from our range:
Header image: Coach
Laura Scholz
Senior Editor
Laura.Scholz@digitecgalaxus.chAlways in the mood for good hits, great trips and clinking drinks.
Background information
Interesting facts about products, behind-the-scenes looks at manufacturers and deep-dives on interesting people.
Show all
