COACH is rebranding itself as a lifestyle brand, with a renewed focus on its women's ready-to-wear line - which it plans to develop. The label has hired former Paul Smith creative design director Sandra Hill to head up the category.

"She understands how to tell a story," the brand's president and executive creative director, Reed Krakoff said of Hill. "We're creating a network of talent. As opposed to being an accessories brand, we're much more inclined to see the brand as telling the story of the total lifestyle, meaning we need to have a way to see Coach in a different way."

Known best for its handbags, Coach will first grow its footwear line - before women's apparel, jewellery and watches become a focus in the latter part of the year. The new direction aims to change customers' perception of the label from one that is "functional" to one that inspires a more "emotional" response. Gwyneth Paltrow starred in the brand's campaigns for the past two seasons, although she will not remain the face for spring/summer 2013.

"We have a world-class-level design team now," Krakoff told WWD. "We are creating a new expression for the brand. Our design process is entirely different. Fashion is about a dream. We really have to dream a bit."