Coach‘s Legacy Explored in Lew Frankfort’s New Memoir, “Bag Man“
Published
October 14, 2025
In a significant literary debut, Lew Frankfort, the former CEO and Chairman Emeritus of Coach, has released his memoir titled “Bag Man: The Story Behind the Improbable Rise of Coach.” The book, published by Harvard Business Review Press, offers an intimate look at Frankfort’s transformative journey with the iconic American fashion brand, which has become synonymous with luxury leather goods.
A Journey from Humble Beginnings
When Frankfort joined Coach in 1979, the company was a modest family-run business generating a mere $6 million in annual revenue. At that time, the concept of “accessible luxury” was virtually unheard of. Over the next 35 years, Frankfort played a pivotal role in evolving Coach into a $5 billion publicly traded powerhouse, making it one of the most recognizable names in global fashion.
Frankfort’s tenure at Coach coincided with a broader cultural shift in consumer behavior. The late 20th century saw a growing appetite for luxury goods that were not only high-quality but also attainable for the average consumer. This shift laid the groundwork for brands like Coach to flourish, and Frankfort’s leadership was instrumental in navigating this changing landscape.
The Philosophy Behind Success
In “Bag Man,” Frankfort shares the guiding principles that shaped his leadership style and the brand’s evolution. One of the central tenets he discusses is “Magic Plus Logic,” a philosophy that marries creativity with data-driven decision-making. This approach allowed Coach to innovate while remaining grounded in market realities, a balance that is often difficult to achieve in the fast-paced world of fashion.
Todd Kahn, the current CEO of Coach, emphasizes Frankfort’s influence in the book’s epilogue, stating, “Lew motivates us. He is why I came to Coach. Our legacy of excellence starts with Lew.” This sentiment underscores the lasting impact Frankfort has had on the company and its culture.
Visual Storytelling and Design Legacy
To further connect Frankfort’s narrative with Coach’s design heritage, the book’s cover and photo inserts were crafted in collaboration with Stuart Vevers, Coach’s current creative director. This partnership not only enhances the visual appeal of the memoir but also serves as a testament to the brand’s commitment to creativity and innovation.
The 272-page hardcover edition is priced at $32 and is available at various retailers, including select Coach stores and online platforms. The book’s release is timely, coinciding with a renewed interest in memoirs that delve into the personal stories behind successful brands.
Historical Context and Industry Impact
Frankfort’s journey with Coach is not just a personal story; it reflects broader trends in the fashion industry. The late 20th century marked a significant shift in how luxury brands positioned themselves. As globalization took hold, brands began to cater to a more diverse consumer base, leading to the rise of “accessible luxury.” Coach was at the forefront of this movement, and Frankfort’s leadership was crucial in establishing the brand’s identity.
The memoir also serves as a case study for aspiring entrepreneurs and business leaders. Frankfort’s experiences highlight the importance of adaptability, vision, and a strong understanding of market dynamics. His story is a reminder that success in business often requires a blend of intuition and analytical thinking.
Conclusion
“Bag Man” is more than just a memoir; it is a reflection of the evolution of a brand that has become a staple in American fashion. Lew Frankfort’s insights into leadership, creativity, and market strategy offer valuable lessons for anyone interested in the world of business. As Coach continues to navigate the complexities of the modern fashion landscape, Frankfort’s legacy remains a guiding light for the brand and its future endeavors.
With its rich narrative and practical wisdom, “Bag Man” is poised to resonate with readers far beyond the fashion industry, making it a must-read for anyone interested in the art of building a successful brand.
