Coach Inc.: From Staid to Stylish
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Case Code: BSTR235 Case Length: 23 Pages Period: 1941-2006 Pub Date: 2006 Teaching Note: Available |
Price: Rs.500 Organization: Coach Inc. Industry: Aviation Countries: USA Themes: Textile, Apparel, and Accessories |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background Note
Coach was established in 1941, as a small leather goods manufacturing unit operated by Miles Cahn (Cahn) and six leather artisans, in a loft in Manhattan, New York. The unit produced high quality leather handbags, and was run as a family business by the Cahn family. Over a period of time, Cahn brought in some significant improvements to the leather manufacturing process at the company. He developed a new method of leather processing, which made the leather strong, yet soft and flexible, and gave it the ability to absorb dye well, allowing it to acquire a deep color tone. (He developed this new way of treating leather to improve its quality after he observed how the leather of baseball gloves became soft and supple over a period of time as a result of abrasion and wear.) After adopting the new processing technology, Cahn began producing women's handbags made out of thick cow skins. This was an innovative idea as, at that time, handbags were usually made out of thin leather pasted on cardboard. Cahn sold the cowhide handbags under the Coach brand name. Gradually, the Coach brand became popular in the US and the company became well known as a maker of high-quality leather handbags. Over time, Coach came to be recognized as a premium brand that offered superior quality leather goods in classic styles...
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