What? 继金拱门后，Coach改名为“挂毯”！

来源：本站原创发布时间：2017-11-02 16:35:22

成立于1941年的美国轻奢集团Coach近日宣布，将于10月31日更名为Tapestry，以体现其作为多品牌轻奢集团的新形态。

"Tapestry",对，就是这么一个日常英语口语单词，摇身一变成了Coach集团母公司的新名字。网友们也一时难以接受，纷纷表示越来越看不懂大牌们的套路。今天一线口语就带大家了解一下Coach改名事件吧~

Recently, the United States entry luxury brand COACH announced the company name will change into Tapestry, which means carpet (also brocade, embroidered taste). The change of name will take effect on October 31, and the code of the group on the New York Stock Exchange will change from "COH" to "TPR".

近日，美国轻奢品牌COACH宣布将公司名字改为Tapestry，其中文意为“挂毯”（也有织锦、绣帷意思）。名称变更将于10月31日生效，更名后集团在纽约证券交易所的代码也将从“COH”变为“TPR”。

The news came out, the US media declared that the New York old shop is to "self-defeating" ? Coach shares also fell 3.2% in the same day, we can see that consumers and investors are not really support the new name.

消息一出，美国媒体就宣称这个纽约老店难道是要“自暴自弃”了吗？Coach股价也在当天下跌3.2%，可以看出消费者们和投资者们对这次改名并不买账。

It is reported that Coach's new name experienced 2-3 months then gotten. From about a thousand names, eventually chose more than a dozen into the final round. Tapestry can be translated as a blanket, ,it means old-fashioned,traditional, also relates to the elitist and the European court decoration cultural orientation. So finally selected Tapestry is the new name.

据报道称，Coach的新名称起名工作共耗时2-3个月。从大约近千个名字中，最终挑选了十多个进入最后一轮。Tapestry可直译为花毯，带有老式、传统的意味，也和精英主义、欧洲宫廷装饰的文化取向相关。所以最后选择了Tapestry为新名称。

Coach Group said: "Coach changed previous single-brand into multi-brand, now it at a decisive moment of reform.This name exactly conveys creativity, craft, authenticity and inclusiveness in the shared platform and values  "The name of the new company we are looking need to reflect these values both present and future, at same time it needs reflect the diversity of our team and brand. We believe that Tapestry can grow with our existing brand combination and continue to move into new product categories and markets. "Says Victor Luis.

Coach集团表示：“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。“我们寻找的新公司名字，需要在当下和未来都能反映这些价值观，同时它还要能体现出我们团队和品牌的多元文化。我们相信 Tapestry可以与我们现有的品牌组合共同成长，并继续迈进新的产品类别和市场。”Victor Luis认为。

Even now we are not very optimistic about the "Tapestry", perhaps the "Coach" image has been to a certain extent deeply rooted, but it is enough to see the Tapestry Group’s ambitious for the future development, successful or not, time is to speak.

纵使现在大家都不太看好“Tapestry”，也或许是“Coach”的形象已经在一定程度上深入人心了，但都足以看出Tapestry集团对于未来的发展野心勃勃，成功与否，时间会说话。

从这次寇驰改名事情来看，学好常用英语口语真的很重要，不然以后其他大牌们改名看不懂可真的就尴尬了！