Thursday, August 29, 2013

Chapter 1 · Overview of Marketing · Brief History and Mission Statement


Coach Inc., began as a manufacturer of small leather goods and eventually became an American luxury leather goods brand well known for its handbags as well as wallets, luggage, and other accessories. 

Established in 1941 as a small family business with Gail Leather Products, six craftsmen used the skills learned from previous generations to create leather goods, impressing consumers with the unique quality that was offered. As the brand evolved from a small business in a New York City loft to a publicly traded company, Coach has maintained its high standards for workmanship and became a global leader for premium handbags.

When Miles and Lillian Cahn joined Coach in 1946, they proved to be beneficial to Coach's future success. Being owners of a leather handbag manufacturing business, they had knowledge about leather and business. Throughout the years, Miles Cahn tried to mimic the leather in baseball gloves since baseball gloves became softer after use. He finally succeeded, making the leather strong yet soft, flexible, and "deeper-toned in color".

Bonnie Cashin was hired in 1961 to design handbags and for over 10 years, she worked to "revolutionize the product's design." Cashin is responsible for the side pockets, coin bags, and the signature Coach toggle/dog tags that hang on the Coach bag for decoration, having been inspired by fastening the top of her convertible. In addition, instead of the usual brown and tan colors that were common in handbags, she included brighter colors and matching shoes. Cashin also designed the Coach logo; the classic horse and carriage symbolizes "luxury, elegance, social status, and royal dignity."


With Bonnie Cashin's new designs, business was booming throughout the 1970's and 1980's. The products were in very high demand, causing low supply and forcing Coach to restrict sales.

Coach had a few name changes, going from Gail Leather Products to Coach Products, Inc., and later, Coach Leatherware Company, Inc.

Lewis Frankfort, the company's current CEO, has worked with the company for over 30 years, originally being Coach's vice president of business development. He was mentored by executive vice president Richard Rose, who is responsible for making Coach a household name.

A few years later, the Cahns decided to focus more on their goat farm and sold Coach Leatherware to Sara Lee Corporation for $30 million. Sara Lee took over the factories, boutiques, and the main store on Madison Avenue. New stores were opening up all over the country and by November of 1986, the company had 12 stores and 50 boutiques in large department stores such as Macy's.

Coach Inc. Headquarters on 34th Street, entrance on left side.
Reed Krakoff is credited with the company's success; his design evolved Coach from a small company to a well known, worldwide brand. The company's website has been up and running since 1999, allowing for online sales.

The company is founded on values such as customer satisfaction, integrity, innovation, and collaboration and seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling.


 Coach, Inc. continues to define effortless New York style from their corporate headquarters in mid town Manhattan on 34th Street, the location of the former factory lofts,  while keeping the distinctive identity of the brand.


Sources: COACHCoach, Inc.History: Coach, Inc.Coach Logo