Guidelines

Voice & tone

Coach speaks plainly and lets the story carry the feeling. Headlines say what the story is; the photograph says how it feels.

Headlines in sentence case

Write the title a reader would search for. Capitals for the first word and proper names only; product names keep theirs.

Guides

The best top-handle bags

DoSentence case, a real noun, and the season only if it matters.

Guides

The Best Top-Handle Bags To Carry This Fall

Don'tTitle case shouts, and makes every story sound like a campaign.

One-word categories

The eyebrow names the kind of story, in one or two words, set in tracked caps by the type. Write it in sentence case; the style does the rest.
  • Runway
  • Campaign
  • Guides
  • Press
  • Our story
  • Coachtopia
  • Partnerships
  • Experiences

Runway

The Fall 2026 Runway Collection

DoThe category, and nothing else.

Read our latest runway report

The Fall 2026 Runway Collection

Don'tA sentence in the eyebrow is a second headline, and it pulls the eye off the first.

Excerpts: three lines at most

Excerpts are clamped to three lines on desktop and hidden on mobile, where a card is picture, category and title. Write the first sentence to stand alone.

Press

Coach is serving up coffee with handbags

Coach opened a coffee bar inside its store to meet Gen Z shoppers where they already spend time.

DoLead with what happened, then why it matters.

Press

Coach is serving up coffee with handbags

It is a crisp morning in Manhattan, and the line outside is already around the block as the doors...

Don'tOpening on scene-setting wastes the only line most people read.

Calls to action

Calls to action say exactly what happens next. Short, literal, in sentence case, and underlined rather than boxed.
LabelWhen
Continue readingUnder a story that has more to say. The default.
Learn moreBeside a band heading, when it opens a whole partnership or programme.
Load moreUnder the grid. Adds the next rows in place, never a new page.
Discover on SpotifyWhen the link leaves coach.com. Name the destination.
Sign upThe one solid button in the footer. Nothing else is solid.

Continue reading

DoSay where the link goes.

Dive in now!

Don'tClever labels hide the destination, and caps turn a link into a shout.

Mechanics

  • No em dashes. Use a comma, a full stop or parentheses.
  • No exclamation marks, no emoji, no hashtags in copy.
  • Numbers as numerals: Fall 2026, 3 new bags, 1941.
  • Partnerships are written with a lower-case x: Coach x Spotify.
  • Never invent quotes, customers or figures, and never ship filler. When copy isn’t final, write something plain and true about the picture.