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Victor Luis

Chief Executive Officer, Coach

Victor Luis's Live Mosaic

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United States

United States


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Luis has breathed new life into the long struggling Coach business, focusing on the repositioning of the American giant as a modern luxury brand and supporting Stuart Vevers in establishing the brand’s new creative identity. That he has overseen a gradual turnaround of the business amidst a landscape of global turbulence and slowing growth is a testament to the strength of his management skills. 

Luis’ decade-long involvement with Coach, the American heritage leather brand has positioned him to effectively restore the brand image and return the company to positive growth, something it had not seen for years. After struggling to compete with other accessible luxury brands gaining traction in global markets, in 2016 Coach reported double-digit growth in Europe and has grown its business in China to an impressive $600 million under his leadership. Luis has drawn upon his long and varied career in fashion to oversee the brand’s recovery, which includes the company’s $574m acquisition of Stuart Weitzman in 2015, and appointment of creative director Stuart Vevers.

After attending university at College of the Holy Cross and Durham University for his BA and MA respectively, his career began with a series of marketing and sales positions at companies within the LVMH conglomerate. He then took the reins as Baccarat’s chief executive in 2002 for four years.

Before being appointed to the role of chief executive at Coach in 2014, Luis served on the brand’s leadership team since 2006 in various roles including as the brand’s president, chief communications officer, and president of Coach international retail.