The End Of The Logo Print? Coach Debuts New Look, New Strategy, New Collection

Do you hear that? That's the sound of suburban mall rats' knees knocking at Coach's new aesthetic direction — where the focus is more on the classic, heritage look, and less on those cheesy canvas logo prints. The new leather bags, accessories, shoes, jewelry, eyewear, and outerwear mark a forward motion (and backward step) for the brand, which is going after a more fashion-conscious audience while looking to bring back what made Coach so successful in the first place — like the 1973 Duffle Sac. While the silhouettes might be cleaner, the colors sure aren't: In bright oranges, purples, turquoises, and yellows, the new collection is definitely not your 2011 Coach camels, pastel pinks, or browns. The price-points have gotten an upgrade as well, with bags now selling between $178 to $1,000 plus. We can't wait to get our grubby mitts on that fluro-yellow tote this August, and are enthusiastic about the new direction Coach is headed in. Hey — if we've learned anything from J.Crew's transformation, it's that you can totally make a mall brand something completely captivating.