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Coach sales plummeted 44% after viral video exposed destruction of goods

1 day ago   |   By Fashion United

Coach.com Coach Loved campaign
Demand for Coach online fell by 44% overnight after it emerged on Saturday via a viral TikTok video that the brand was slashing unsold merchandise. Searches for ‘Coach bags' also dropped by 49% compared to the previous 24 hours according to data from Lovethesales.com, a global fashion marketplace which tracks demand and sales data from over 10 million global shoppers across 1,000 retailers.
This constitutes a “huge drop in demand” the London-based fashion analysis firm told FashionUnited, adding that Coach's sales figures are traditionally stable, and in fact...
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