"金拱门"算什么？Coach改名叫"挂毯"了...
▲纽约时报标题：“蔻驰已死，挂毯当立”
上周，麦当劳中国公司改名“金拱门”的消息刷爆了朋友圈。这下好了，近日，著名奢侈品牌Coach公司(蔻驰)正式宣布更名为Tapestry，中文意为"挂毯"(也有花毡、绣帷之意)。
Tapestry ['tæpɪstri]
a piece of cloth with a pattern or picture that is created by sewing or weaving different coloured threads onto a special type of strong cloth （手织的）花毯；绒绣；织锦
挂毯CEO维克多·路易表示：挂毯这个名字，融合了手工艺、创意和厚重手感的想象，代表了本公司下一步的方向。挂毯公司要变得更接地气，赢得年轻人的心。
美国媒体纷纷慨叹，这个76年历史的纽约老店，难道是要"自暴自弃"了吗?而消费者和投资者也对这次改名恶评如潮，Coach股价也在宣布改名当天下跌3.2%。
https://v.qq.com/txp/iframe/player.html?vid=u1327eta6aq&width=500&height=375&auto=0
Coach Is Changing Its Name to Tapestry
Bloomberg
Coach Inc., the iconic[1] New York purveyor[2] of leather goods, is changing its corporate name to Tapestry Inc., a bid to broaden its image after acquiring the Kate Spade and Stuart Weitzman brands.
[1]iconic：very famous or popular, especially being considered to represent particular opinions or a particular time 非常出名或受欢迎的（尤指能代表某种观点或某一时代）
John Lennon gained iconic status following his death.
约翰‧列侬死后成了偶像级人物。
[2]purveyor：a business that provides goods or services 供应商
a purveyor of leather goods
皮货供应商
注：挂毯公司目前名下有Coach、Kate Spade和Stuart Weitzman三个子品牌
The new moniker[3] will take effect on October 31, and Coach also will change its stock symbol to TPR from COH.
[3]moniker：a name or nickname 名字；绰号
“We are now at a defining moment in our corporate reinvention,” Chief Executive Officer Victor Luis said Wednesday in a statement. “In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform.”
”Coach(从之前的单品牌转变到多品牌，)现在正处于改革的决定性时刻。Tapestry这个名字正是表达了在共享的平台和价值观上传达创造力、工艺性、真实性和包容性。“
The fashion house is building a multibrand company at a time when the handbag industry is facing waning demand and retailers are struggling with declining traffic at brick-and-mortar[4] stores. Coach bought Kate Spade earlier this year and shoemaker Stuart Weitzman in 2015 to grow into a broader lifestyle company.
[4]brick-and-mortar：existing as a physical building, especially a shop, rather than doing business only on the internet 实体的；砖墙加灰泥式的
The Coach brand isn't going anywhere, even as the company changes its corporate identity. But executives are striving to show that they aren't dependent on the Coach business to fuel growth. The name was partly aimed at reducing the confusion that consumers have over the Coach and Kate Spade brands, Luis said in an interview.
“When Coach was one brand, that was very easy -- the company and the brand were one of the same,” he said. “That's no longer the case.”