Lew Frankfort had humble beginnings as a kid from the Bronx who grew up to work in the government. However, a serendipitous cab ride with a colleague in 1979 would open a door to an unexpected future. Bag Man: The Story Behind the Improbable Rise of Coach tells the untold story of how Frankfort led Coach to become a luxury fashion house, earning five billion dollars annually. The book chronicles Frankfort’s three-and-a-half decades at the helm of one of America’s most iconic brands.
The concept of “accessible luxury” didn’t exist back in 1979 when Frankfort joined Coach. However, he believed it was important for Coach to be accessible to a good portion of the American people. Holding to this belief has paid off big for the luxury brand. Even when targeting the top 20% of households, 20% of Coach’s billion-dollar revenue comes from aspirational households—households that are middle-class and upper-middle class.
Coach’s success shows that Frankfort was ahead of his time. Companies in the industry are adopting “accessible luxury” campaigns now more than ever. However, accessibility isn’t the only reason for Coach’s industry-defining growth. In Bag Man, Frankfort details how his “Magic Plus Logic” philosophy — combining creativity with data-driven discipline — engaged new generations of consumers and established an iconic new category in the fashion industry.
The team at Coach is as focused on authenticity and consumers as Frankfort was during his tenure. Following his values and philosophies continues to lead the fashion house to capture Gen-Z as consumers. Todd Kahn, Coach’s CEO since 2020, shared this statement in the book’s epilogue, “Our legacy of excellence starts with Lew. Lew motivates us. He is why I came to Coach.”
Even as Chairman Emeritus, Frankfort took the opportunity to connect his legacy to the Coach of today. He teamed up with Coach Creative Director Stuart Vevers to help design the book. The cover showcases one of the house’s classic Duffle Bags, photographed and beautifully illuminated to exhibit the contrasts and qualities of its leather, styled in a way that highlights the warmth and tactility of the bag. Moreover, Frankfort and Vevers collaborated on the photo insert, which features a collage style that highlights Coach’s heritage of craft.
The book’s blend of business lessons and candid reflections on the toll of success is praised by critics and colleagues alike. Designer Diane von Furstenberg calls Bag Man “a very entertaining and inspiring tale of a true American brand.” Author Arianna Huffington says, “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.”
Lew Frankfort is currently the co-founder of Benvolio Group, an investment firm focused on early-stage disruptive consumer brands. He and his wife, Bobbie, live in New York City with their two labradoodles.
Bag Man is available wherever books are sold, including Coach.com and Coach’s stores at Coach House and Hudson Yards. The book is published by Harvard Business Review Press.
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