Coach, the handbag company that’s working to rehabilitate its luxury image, recently filed an application to trademark an unexpected phrase: “C.O.A.C.H. CULT OF THE OUTRAGEOUS ATOMIC CARRIAGE HOUSE.”
The filing, dated April 29, says the mark may be used for a variety of merchandise, including sunglasses, cases, mouse pads, jewelry, handbags, wallets, luggage tags, and clothing. Coach paid $1,300 in fees tied to the marks, the document shows.
Turning Coach into an acronym for “Cult of the Outrageous Atomic Carriage House” seems strangely out of character for the brand, which is aiming to transform its image. While it seems to reference Coach’s logo of a horse-drawn carriage, that logo has long conveyed a sense of heritage and luxury for the brand, not anything “outrageous.” Coach has, however, been working hard to recapture young women who have flocked to new rivals such as Michael Kors, Tory Burch, and Kate Spade, and remake itself into a cool, aspirational lifestyle brand in the U.S., as it outlined at an investor and analyst meeting today.
A spokeswoman for Coach didn’t respond to an email inquiry about why Coach trademarked the phrase.
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