By Fazbuy.com Editorial Team
In the ever-evolving lexicon of American fashion, few tales rival the improbable ascent of Coach—the New York brand that redefined the boundaries of luxury and accessibility for generations. Now, this transformative journey is chronicled in BAG MAN: The Story Behind the Improbable Rise of Coach, authored by Lew Frankfort, Coach’s Chairman Emeritus and former CEO, and published by Harvard Business Review Press. More than a business memoir, BAG MAN is a layered meditation on leadership, creativity, and the human cost of ambition, all told through the lens of a man whose vision reshaped the global landscape of style.
The Genesis of Accessible Luxury
When Lew Frankfort joined the modest family-run Coach in 1979, the notion of “accessible luxury” was little more than a contradiction in terms. At that time, Coach was a $6 million leather goods maker—a far cry from the $5 billion public powerhouse it would become. Frankfort’s arrival marked a seismic shift, not only for the brand but for the industry at large. In his new book, Frankfort meticulously documents how Coach navigated the chasm between exclusivity and mass appeal, ultimately forging a new category that would come to define American fashion for decades.
Frankfort’s “Magic Plus Logic” philosophy—an elegant fusion of creative risk-taking and data-driven discipline—emerges as the lodestar guiding Coach’s transformation. The brand’s capacity to engage the cultural moment, adapt to changing consumer sensibilities, and harness business acumen is dissected with candor and specificity throughout BAG MAN. This approach did not merely elevate Coach; it established a blueprint for modern luxury brands seeking relevance in an era of democratized fashion.
Building a $5 Billion Powerhouse
From a humble operation to a global juggernaut, Coach’s dramatic expansion under Frankfort is the stuff of fashion legend. Over 35 years, the company’s growth was nothing short of meteoric. Frankfort’s stewardship saw Coach transition from a niche purveyor of leather goods to a publicly traded entity valued in the billions. The book offers readers a rare backstage pass to the strategic pivots, internal challenges, and external pressures that shaped this ascent.
In the epilogue, Todd Kahn—Coach’s CEO since 2020—underscores Frankfort’s enduring influence: “Our legacy of excellence starts with Lew. Lew motivates us. He is why I came to Coach.” Such testimony reflects the profound impact Frankfort continues to have on the brand’s ethos and culture, ensuring that his legacy is not merely historical, but vibrantly present in every decision made today.
The Philosophy of “Magic Plus Logic”
Central to Frankfort’s narrative is his philosophy of “Magic Plus Logic.” This framework, which marries imaginative vision with analytical rigor, is credited with engaging new generations of consumers and cementing Coach’s place as an industry icon. In an age where fashion brands must navigate the delicate balance between artistry and commercial viability, Frankfort’s approach feels remarkably prescient.
The fusion of creativity with operational excellence is not just a business strategy—it is a cultural imperative. Coach’s ability to remain relevant, desirable, and accessible stems from this very synthesis. For readers and aspiring leaders, BAG MAN offers an unvarnished look at the challenges inherent in marrying intuition with discipline, and the rewards that await those who dare to innovate on both fronts.
Critical Acclaim and the Toll of Success
BAG MAN has already garnered high praise from notable voices spanning fashion, business, and academia. Designer Diane von Furstenberg lauds it as “a very entertaining and inspiring tale of a true American brand.” Arianna Huffington highlights the layers of leadership explored within its pages: “BAG MAN reminds us that great leadership is not just about vision and execution—it’s also about self-awareness and the willingness to evolve.” NYU professor Scott Galloway describes the work as “a valuable collection of hard-won business and personal insights.”
What distinguishes BAG MAN from other business books is its willingness to delve into the real cost of building a brand. Frankfort does not shy away from candid reflections on the toll of success—the sacrifices made, the relationships tested, and the personal transformation required. This honesty, woven throughout the narrative, elevates the book beyond mere corporate history, making it essential reading for anyone seeking to understand the intersection of personal ambition and professional achievement.
Designing Legacy: The Collaboration with Stuart Vevers
In a symbolic gesture that bridges past and present, Frankfort enlisted Stuart Vevers, Coach’s acclaimed Creative Director, to help design the book. Vevers’ vision is palpable in the cover, which features a classic Coach Duffle Bag—photographed and lit to emphasize the warmth, tactility, and enduring quality of the brand’s leather. The photo insert, conceived as a collage, highlights Coach’s heritage of craft and the evolution of its aesthetic sensibility.
This collaboration is more than a design flourish; it is a dialogue between generations, an invitation to readers to consider the continuity of artistry and innovation that defines Coach. The visual narrative created by Frankfort and Vevers is a testament to the brand’s commitment to beauty, durability, and self-expression—values that have endured across decades.
Lew Frankfort: A Visionary Leader Beyond Coach
Frankfort’s influence extends far beyond the walls of Coach. Recognized by Barron’s and Institutional Investor as one of the world’s best CEOs, he has continued to shape the future of consumer brands as co-founder of Benvolio Group, an investment firm focused on early-stage disruptive ventures. His life in New York City, shared with wife Bobbie and their two labradoodles, offers a glimpse of the personal grounding behind the public persona.
Frankfort’s legacy is one of transformation—not only of a brand, but of an industry. His capacity to see possibility where others saw limitation, and to build enduring value through disciplined innovation, sets a benchmark for leaders in fashion and beyond.
Coach: The Spirit of New York, The Promise of Craft
Founded in New York in 1941, Coach remains a barometer of the city’s inclusive, courageous spirit. Today, under the creative direction of Stuart Vevers, the brand continues to make “beautiful things, crafted to last—for you to be yourself in.” As part of Tapestry, Inc., Coach is publicly traded under the ticker TPR, signaling its continued relevance and resilience in a competitive global marketplace.
Coach’s story is, at its heart, a New York story—one of reinvention, innovation, and the relentless pursuit of excellence. As chronicled in BAG MAN, this legacy is not static, but alive and evolving, shaped by the people who dare to imagine a better future for fashion and for themselves.
Where to Find BAG MAN and Why it Matters Now
- Title: BAG MAN: The Story Behind the Improbable Rise of Coach
- Author: Lew Frankfort
- Publisher: Harvard Business Review Press
- Publication Date: October 14, 2025
- Format: Hardcover, 272 pages
- ISBN: 979-8892790727
- Availability: Coach.com, Coach House, Hudson Yards, and wherever books are sold
In an era when brands are constantly seeking to adapt and disrupt, BAG MAN provides both a blueprint and a cautionary tale. It is a call to embrace change with courage, to balance imagination with discipline, and to lead with both vision and self-awareness. Whether you are a fashion devotee, a business strategist, or a student of leadership, Frankfort’s story offers insights that are as relevant today as they were during his tenure.
Conclusion: The Enduring Legacy of Lew Frankfort and Coach
As Coach celebrates the launch of BAG MAN, the fashion world is invited to reflect on the forces that shape iconic brands and the leaders who guide them. Frankfort’s story is one of possibility—reminding us that greatness is built not just on vision and execution, but on the capacity to evolve, to inspire, and to endure. In charting the improbable rise of Coach, BAG MAN stands as a testament to the power of leadership, the beauty of craft, and the enduring spirit of New York.
For those who seek to understand the future of fashion, and the art of transformation, Lew Frankfort’s journey is one that demands attention—and promises inspiration.
