Chapter 10 · Product Concepts

Coach advertisement in the '60's.

Founded in 1941 in Manhattan, Coach has been providing products of "distinctive design, quality, function and durability" for over 70 years. True to their origins, Coach's products continue to be handcrafted from the finest textiles but rather than handcrafting products from a Manhattan loft, Coach now has manufacturing facilities in 16 countries. 

The company has come a long way since then, and they were helped greatly by Bonnie Cashin. Hired in 1961, Cashin worked to "revolutionize the product's design." The features of Coach bags such as the signature Coach toggle were Cashin's idea, as were the turn-key fobs. She often sketched the women she was designing for, calling her a "reader and a listener and a traveler." Bonnie Cashin did do what she intended, and revolutionized not only the company's handbags by including bright colors, but the industry itself. Bonnie Cashin is credited for giving Coach its iconic look. In 1968, Bonnie Cashin was awarded the 

American Handbag Designer Award by Leather Industries of America.

In addition to revolutionizing the industry, Cashin also designed the Coach logo; the classic horse and carriage symbolizes "luxury, elegance, social status, and royal dignity." Also, the "C" seen on Coach signature bags creates brand recognition.

Bonnie's sketches.

Since it's conception in 1941, Coach has created the following collections:

1. The Borough

2. The Urbane

3. Madison

4. Legacy

5. Poppy

6. City Tote

7. Coach Classics

Left: Legacy Collection
Right: Madison Collection

The number of bags within the collections vary. For example, the Legacy Collection, which is inspired by the iconic designs from the Coach archives, features 125 handbags in timeliness shapes, modern color, and classic hardware. The Madison Collection on the other hand (named after the elegant, boutique-lined avenue in New York City), has 148 handbags in sophisticated silhouettes, striking hardware, and modern luxury of textured Italian leather.

Evidently, the company offers many products for customers to choose  from. If you're looking for playful, energetic, and youthful, the Poppy Collection is where to shop. Modern luxury can be found in Madison, iconic in Legacy, and versatility in the Borough Collection. Most of Coach's collections feature "sophisticated" styles.

In terms of packaging, Coach products are neatly placed in a red box. The box features a white outline, the logo is printed in silver in the middle of the box and a long, white ribbon is tied around it. Inside the box, handbags are stuffed with paper to keep their shape, and so are shoes. The product is covered by white tissue paper that has light silver lines printed over it.

The company's customer/product guarantee is as follows: 

"Coach does its best to make sure you'll be satisfied with every purchase. However, should any item fall short of your expectations, by all means return it to us unused upon receipt. Just enclose the form included with your order and we will send you a prompt refund or replacement, whichever you prefer. 
Coach products are made to ensure satisfaction and service for the natural life of the product. If, during its lifetime, your item should require repair, we offer a repair service for many of our products. There is a shipping and handling charge of $20 (plus tax, where applicable) for each item submitted for repair."

Sources: COACH Company Profile