Bag Man
The Story Behind the Improbable Rise of Coach
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Bag Man
Pre-order for $24.37
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Narrated by:
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Lew Frankfort
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Brian Troxell
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By:
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Lew Frankfort
About this listen
The longtime CEO of Coach shares stories and strategies behind the company's stunning growth from a $6 million business to a $5 billion global brand.
Lew Frankfort knew nothing about fashion when he became assistant to the founder of Coach. By the time he left, Frankfort had spent twenty-nine years as CEO, growing Coach from a scrappy maker of leather bags with a small cult following to a beloved lifestyle brand. Along the way, Coach created a new market segment—accessible luxury—that redefined an industry. In Bag Man, Frankfort explains how he built a business that challenged conventions, grew it 1000%, and became recognized as one of the world's best CEOs.
Bag Man offers lessons from both achievements and missteps as Coach reinvented itself over decades. Throughout, Frankfort considers a more personal aspect of leadership—how the double-edged sword of fear and drive can lead to success but also take a toll. He shares his struggles with a haunting fear of failure, including how it drove an obsession with consumer insights that made Coach unique in the industry.
A riveting, candid business memoir, Bag Man traces an extraordinary leadership journey that built a legacy brand.
©2025 Lew Frankfort (P)2025 Ascent Audio