Maybe they are trying to fashion themselves after Hermes in their quest to be a luxury brand, LOL.
The funny thing is they HAD a chance to do just that. How many of us were told the 1941 collection is Coach's luxury line and will neeevvveerrr go on sale let alone hit the outlets? Fast forward a few years the 1941 designation is completely removed from the website, rogues are at the outlet, and Coach's retail department store/outlet presence is larger than ever. They train us for sales but get mad when we want them, lol.