Can America Create Another Coach?
Lew Frankfort, former CEO of Coach, recalls his journey in building the company into a $5 billion business in his new book, Bag Man.
He applied lessons from retail's past to today, sharing his insights with Vogue Business.
Frankfort joined Coach in 1979, knowing little about the brand or fashion, but soon became obsessed with understanding its appeal to women.
- He pretended to be a business reporter, calling shop owners to learn about Coach's customers.
- He examined friends' closets to see what bags they owned and what brands they favored.
Author's summary: Lew Frankfort shares his experience building Coach into a $5 billion business.