Topics

Walt Disney Co.

Coach turns to Mickey Mouse for help reviving handbag sales

Coach turns to Mickey Mouse for help reviving handbag sales

Coach Inc. Chief Executive Officer Victor Luis has a strategy to make the brand more edgy and cool: a cheeky Mickey Mouse sticking out his tongue.

Facing an industrywide slump, Coach is slapping the Walt Disney Co. character on its leather goods, part of a plan to enliven the brand with pop-culture icons and create more limited-edition products. The idea is to give shoppers another reason to buy a new handbag -- and coax them into paying full price for it.

Since the worldwide launch of the Disney handbags on June 17, several of the items have sold out online, including all four colors of the $395 kisslock handbags that are designed in the shape of Mickey's ears. Large $1,500...

72°