Coach Inc., after acquiring Kate Spade and Stuart Weitzman brands, announced today that the company will change its name to Tapestry. Shares of the company fell upon the news. I think this is a change the company will ultimately regret. You don’t mess with the name of a company that has global recognition! It will take too many years to gain that back. My suggestion would have been Coach Luxury Group, just as LVMH Group–the luxury goods conglomerate that includes Louis Vuitton– has shown stratospheric success. They kept the LV! You don’t kill the name that made you famous!
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