Archive for November 16th, 2017

Service of Name Changes, Deliberate & Not

Thursday, November 16th, 2017

Photo: yelp.com

A recent weekly conference call began with many admitting that they were often called by other names, Roberta for Ramona; Maxine for Francine and for me, a mispronunciation: Gee-Anne for gene. I’ve previously written that some call my husband Homer, Horace.

But some change their names on purpose–my aunt, for example. She had been known as Lili until she was in her 70s when out of the blue she insisted on Elisabeth, also a nice name, but hard for friends and family to get used to. I never learned why the change.

Photo: poshmark.com

Maybe the itch has grown up as 70 seems to be the magic number. Coach, at 76, is Tapestry now. Execs at the company that began as a high end handbag manufacturer [vintage bag at right] said it wanted to change its corporate image to reflect the luxury brands it had acquired–Stuart Weitzman and Kate Spade.

According to a Reuters feature I read in the New York Post, Coach chief exec Victor Luis responded to criticism of the change and choice of name on social media by saying: “At the end of the day some of the social media reaction is misplaced because people think we are changing the name of the Coach brand, which we are not doing. It’s really about creating a new corporate identity for Coach as a house of brands.”

The Reuters article continued: “Coach, however, lost some shine in recent years in part due to the financial recession and increased online shopping. The company is trying to regain its former glory by buying new brands, keeping a tight lid on discounting and pulling back from department stores.”

As for that tight lid on discounters, I just bought a classic pair of Coach-brand loafers at T.J. Maxx at a very comfortable price.

I kept thinking of the $millions spent over decades to make the Coach brand familiar and admired by many. It, Spade and Weitzman will still appear on shoes and fashion as Tapestry is the corporate umbrella. Wise minds in the C-suite had clearly lost faith in the power of the Coach name. Some reporters covering the Coach story reminded their audiences that Google’s new corporate name is Alphabet. Have you heard anyone call it that?

Photo: youtube

Reminds me of some of the bridges around NYC—I think “59th Street” and “Triborough” not “Koch” or “Kennedy.” I adapted well to the Met Life Building taking over for what once was the Pan Am building, no doubt because of the Met Life’s Snoopy dog connection. [That they deep sixed the spokesdog is another matter.] Met Life no longer owns the building but is a major tenant so its name remains.

What do you do when people call you by the wrong name? Do you know adults who have changed their names [and I don’t mean through marriage]. Do you think a venerable name in fashion should change its corporate name—does it show lack of faith in the brand—or that it doesn’t matter as the public’s memory is short? How long will it take for New Yorkers to remember the changed names of buildings and bridges?

Photo: stuartweitzman.com

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