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Stuart Vevers
Most Creative People 2017

Stuart Vevers

Creative Director, Coach

For reviving an American brand

When Stuart Vevers joined Coach in 2013 (along with Victor Luis as the new CEO), the company was in crisis. Its image had faded after years of discounting, with products regularly landing in bargain bins at T.J.Maxx and Macy’s. A corrective effort to pull back on supply only hurt the bottom line: Sales declined nearly $1 billion over the next three years, hitting a low of $4 billion in early 2015. But the spring 2016 collection turned things around. Vevers blended Coach’s Americana with youth counterculture—biker jackets, fringe, and faded rock T-shirts—which led to a 14% increase in profits in 2016. “My take on fashion through [Coach] has little to do with sta­­­t­us or wealth,” says Vevers. “I see the Coach girl and guy as American dreamers.”

Stuart Vevers On The Web
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