Name Change, Game Change?

Coach Changes Its Name to Tapestry

https://www.wsj.com/articles/coach-changes-its-name-to-tapestry-1507746498

Posted: October 11, 2017 by Suzanne Kapner

Starting on October 31, 2017, the brand name Coach Inc. will be no more. Coach has decided to change its name to Tapestry Inc., a name that could change its brand forever. This name change attempts to reflect the multiple brands of Coach Inc., Kate Spade & Co., and Stuart Weitzman. These three companies will be under the company's umbrella name of Tapestry. The company wanted a "name that would eliminate confusion..." and "wouldn't limit [the company] to a category or specific geography". There are many reasons why a company would want to change their name such as to escape unwanted associations, change consumer perceptions of the company, or to have one consistent brand. For Tapestry, they wanted a name that reflects the corporate structure of weaving the three brands into one.

Branding is an important step in the process of product planning for goods and services. Fortunately, Coach and the other two companies have already established their own brand familiarity and customer loyalty in the marketing industry. With this brand name, they want to expand their target audience to not just one type of group, but many people will just associate Tapestry as the company that owns Coach. The name change will give the company a general brand name rather than having three individual brand names, resembling the three brands interweaving together. Tapestry is a good name because it's short and simple, easy to read, recognize, pronounce and remember, and is legally available for use.

By: Pauline La