Tapestry CEO: Coach Brand Balances Magic and Logic to Drive Growth

"Coach has always been a brand that has balanced magic and logic. It takes both to really bring a great business to life, and Tapestry has embodied those concepts. Magic is the emotional pull, the desire, the charms hanging off a handbag. Logic is the data, the execution, the deliberate targeting of younger consumers that turns desire into revenue."

"It feels new because we have sharpened our focus and our execution over the last six years. And as we've done that, we've focused on becoming relevant to a younger consumer. And with that specific focus in mind, our whole organization is leveraging brand-building capabilities that we've strategically invested in."

"In Q2 FY2026, Coach posted $2.14 billion in revenue, up 25% year over year. That growth came from both sides of the equation: mid-teens gains in handbag average unit retail and units sold simultaneously, meaning the brand isn't discounting its way to growth. It's raising prices and selling more volume at the same time."

Tapestry CEO Joanne Crevoiserat describes Coach's success through a 'magic and logic' framework—emotional brand appeal combined with disciplined execution. Over six years, the company sharpened its focus on younger consumers while maintaining premium positioning. Q2 FY2026 results demonstrate this strategy's effectiveness: Coach generated $2.14 billion in revenue, up 25% year-over-year, with simultaneous mid-teens growth in both average unit retail and units sold, indicating pricing power without discounting. Tapestry acquired 3.7 million new customers globally in Q2, with Gen Z representing approximately one-third of new customer additions, establishing a sustainable pipeline for future growth.

Read at 24/7 Wall St.