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At Coach, Reinvention Meant Thinking Outside the Bag

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For years Coach had one hit after another with covetable accessories that captivated cool girls everywhere.

Or as Todd Kahn, president, chief administrative officer and secretary of Coach, put it: “In 2007, in our space, Coach was playing for the Yankees.”

In short, the company thought it had the category in the bag.

But while Coach was celebrating its success, other companies were eyeing an opportunity. A category with no sizes, little seasonality, long running styles and high margins? Frankly, it’s surprising Kate Spade, Michael Kors, Furla and the like didn’t make a move sooner. But when they finally did, Coach lost share, quickly.

Read more at Sourcing Journal.

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