April 17, 2017 4 min read
Upheaval has been brewing since 2015, when journalists widely reported of slumped sales, problems reaching their target audience, and a large lapse in quality. It was then that J. Crew fired the head designer of the women's line, Tom Mora, and had many employees escorted from the premises while the company shuffled its structure. It seemed like J. Crew was on the path to recovery until this November, when J. Crew ended its much-loved bridal line and signaled an uncertain future for the company. But the biggest shock came when Jenna Lyons stepped down as the creative director of the company after 26 years at the helm. When Mora was fired in 2015, it was assumed from Lyons would step down as well, allowing J. Crew to take the brand into a more successful direction, but she maintained her position through J. Crew's current decline. With all of this going on, the long-term consequences for the J. Crew brand are unclear, making it a great brand for Coach to potentially acquire. With such a renowned history, J. Crew could earn back the trust (and purchases) of customers through the use of the Coach brand's resources.
After achieving massive popularity since the brand's beginnings in the 1960's, it's clear that Ralph Lauren is dealing with the financial problems that come with modern customers struggling to identify with the classic brand. If Ralph Lauren were to be absorbed by the Coach brand, it's likely that the restructuring would continue to pull Ralph Lauren out of the retail outlet and department store slump that it's in and reinvigorate the brand's image to bring more customers back into the fold.
The problem? The market became oversaturated with Michael Kors and, once again, these quality products ended up on the shelves of retail outlets with a huge discount. News outlets even wrote articles declaring the brand officially uncool, pointing to a huge shift in the media's attitude toward the brand. Since Coach has come out from the other side of a similar problem, it's possible that Michael Kors would be a perfect addition to their conglomerate. After all, popular culture still believes that the Michael Kors name is synonymous for modern luxury.
However, we'd like to consider a future Coach-Burberry merger as a distinct possibility as financial shifts come to England following Brexit and as the Coach brand looks to expand and globalize their brand. While all of this is just speculation, it's clear that the Coach brand has a lot to gain from a Kate Spade acquisition and that it's unlikely that they'll stop there. With many brands expected to fail, regardless of their popularity, in 2017, there will be plenty of renowned brands for Coach to pick up and resurrect– profitably, as they did with Stuart Weitzman.
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