Ch. 1 - Overview of Marketing (History & Mission Statement)

History Of Coach USA

Coach was founded in a Manhattan loft in 1941. It started as a family-run workshop where six artist handcrafted a collection of leather goods (wallets and billfolds) using skills handed down from many generations. Soon, consumers began to seek out the quality and unique nature of the Coach craftsmanship.

Since then Coach has expanded with over 500 stores in the United States and Canada and over 300 stores located in Japan, China, Singapore, Taiwan, Malaysia and South Korea - with specialty stores located in Europe, Latin America and Asia.

Mission Statement

(as per the Coach.com website)

Coach seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling.

Values:

*The Brand is Our Touchstone

The Coach brand represents a unique synthesis of magic and logic that stands for quality, authenticity, value and a truly aspirational, distinctive American style. Everything we make, advocate or engage in reflects the attributes of the brand.

*Customer Satisfaction is Paramount

Our responsibility to our internal and external customers calls for impeccable service to ensure that their needs are always met. By treating customers like guests in our own home, we seek to establish long-term relationships based on trust and satisfaction.

*Integrity is Our Way of Life

Our success is rooted in uncompromising devotion to honesty and fairness where our people, our business and our community are concerned. We stand behind our products, staking our name and reputation on everything that we make.
*Innovation Drives Winning Performance

We constantly challenge ourselves to be the very best we can in every aspect of our business. We strive to be a nimble and flexible organization committed to increasing consumer and shareholder value.

*Our Success Depends on Collaboration

Our brand flourishes through our people. Coach brings together strong, collaborative people in a dynamic culture of mutual respect, support and passion for our brand and product. Our team bands together in the face of adversity and celebrates our victories.

Chapter 1 - Blog 1:

After reading the history and mission statement for Coach USA I found it amazingly interesting that this leather bag manufacturing business started by just a few artist, in a Manhattan apartment, using their own artistic skills to create such beautiful products - I love the entrepreneurial spirit. I love even more the fact that they were so skilled in what they did that it turned into this massive global organization. And as the business grew so did their line of products. Soon, Coach began to offer items such as wallets, wristlets, luggage and other accessories. Through the years Coach has taken on a number of designers - one was  Bonnie Cashin, known in her time as a pioneer in sportswear, Cashin was credited with bringing BRIGHTER color bags to the Coach collection. Cashin also designed matching shoes and eyewear and further expanded the bag collection with coin purses and convenient side pockets. Cashin worked for Coach USA for about 12 years and because of her contribution to the company they were able to run their first ad in the New Yorker in 1963.

Coach USA has a very detailed set of values it adheres to and I believe those values are the reason why the company has had such great success. Centered around customer satisfaction, striving for the best and collaborating with the best in the business are a sure-fire way to success.