When you think of resort wear, visions of lightweight fabrics, beach-ready bags, and something to remind you that spring and summer are coming immediately comes to mind. Resort hits stores somewhere between the fall and spring collections, during a time when many places of the country are cold and dreary. While resort is geared towards those planning mid-winter getaways or dressing for holiday gatherings, at Coach, resort means one thing: winter.
“We don’t call it resort. We call it winter.” -Stuart Vevers, Creative Director at Coach
Something to be Excited About
The Coach Resort 2023 collection was presented earlier this month, in the heat of New York City summer, but the looks instantly make you feel ready for crunching leaves under your feet, winter’s first flurry, and a piping hot oat chai latte. There are plenty of deep winter hues, like emerald green, dark brown, black, and red. Then, there are velvet and plaid accents too, which appear on bags throughout.
As for the bags, they are a return to Coach’s heritage, something that Vevers and the team continue to focus on. There’s the iconic Coach Rogue Bag, as well as new silhouettes like an Alma-esque top handle bag and vanity bags. The overall feel is very youthful, something that Coach has been an expert at tapping into—the Gen Z audience, cultivating an entirely new generation of Coach lovers and nailing its youth-focused aesthetic.
Coach has been primed for its comeback for the last few years, but the Coach we once knew is different now. Its growing popularity amongst fashion’s youngest shoppers can be attributed in large part to the ’90s and Y2K trends, something that Coach continues to hone in on season after season. For resort, that carefree youthful feel continues. Maybe everything that Coach is doing isn’t for everyone anymore, maybe it isn’t even for most of us here, but it’s refreshing and exciting to see the brand find its niche again. There’s also a sense of pride and nostalgia for this next generation of Coach shoppers.
View our favorite looks from the collection below and check out more via Vogue Runway.
I'm well-versed in fashion and its industry trends. My knowledge spans from seasonal collections to brand strategies and the evolving tastes of different consumer demographics.
Let's break down the concepts used in the article:
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Resort Wear: This refers to clothing lines released between the fall and spring collections, primarily designed for vacations or mid-winter getaways. It's intended for warmer climates or holiday destinations. Resort wear typically incorporates lightweight fabrics and designs suitable for spring or summer.
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Coach Resort 2023 Collection: Coach, a fashion brand, presented its Resort 2023 collection featuring designs suitable for winter rather than the traditional resort wear. The collection includes winter-themed colors like emerald green, dark brown, black, and red. It also showcases velvet and plaid accents on bags, emphasizing a return to Coach's heritage.
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Stuart Vevers: The Creative Director at Coach, responsible for overseeing the brand's artistic direction, including collection designs, marketing campaigns, and overall brand image.
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Coach's Heritage: Refers to the traditional or iconic elements associated with the Coach brand, such as the iconic Coach Rogue Bag. The brand aims to reintroduce these elements while also incorporating new silhouettes like the Alma-esque top handle bag and vanity bags.
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Youthful Aesthetic and Gen Z Audience: Coach focuses on appealing to a younger demographic, particularly Gen Z consumers, by incorporating trends from the '90s and Y2K eras. This strategy aims to cultivate a new generation of Coach enthusiasts while staying relevant in the ever-evolving fashion landscape.
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Brand Evolution and Nostalgia: The article discusses how Coach has evolved over the years, leveraging '90s and Y2K trends to attract a younger audience. This evolution might not resonate with everyone but has brought a sense of pride and nostalgia among newer Coach shoppers.
My familiarity with fashion trends, brand strategies, and consumer demographics allows me to understand the significance and impact of Coach's approach in targeting a younger audience while staying true to its heritage in the Resort 2023 collection.
