Is Change Really Any Good?

Recently, the iconic company known as Coach decided to change their name to Tapestry Inc. This change came about as a decision to broaden their image, and to cover a variety of entities, after the purchase of Kate Spade and Stuart Weitzman Brands. The company has a new logo and stock symbol. The logo is a representation of all 3 companies. It's bright yellow with Tapestry, front and centered. According to CEO Victor Luis, the brightness is supposed to bring forth a "bright and fresh" new image to the company.

This is a major move from a company that was founded in 1941. There had to be a lot of research and strategizing to come up with this decision. Coach was somewhat struggling in sales due to competition with Michael Kors and Kate Spade. With the acquisition of Kate Spade, hopefully it will change the outlook of the company. And to those of you that are worried that your pretty little Coach bags and shoes will now have the Tapestry logo, there is no need to worry. The company will still retain Coach as a brand name. Even though the company took a hit in stock losses with the name change, I believe that this will be of major benefit in their restructuring future. You now have 3 major brands under one company. And, with the holiday shopping season approaching, let's see if the dividends add up to the projections.