Word: krakoff
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...falls to teen marketers like the FARM Team, college kids who spread the word about cool products on campuses. There are creative directors who elicit emotion from the familiar combination of a favorite song and the golden autumn glow of a tungsten movie lamp. There are designers like Reed Krakoff, who trusts that his intuition will enable him to tool leather handbags and accessories in a way that will appeal to millions of consumers. There are rock-'n'-roll stylists who know just how to rip a T shirt to transform a garage-band punk into a pop-culture...
...yawn at the sight of another picture of Reed Krakoff, the executive creative director of Coach. True, the guy gets more press than Demi and Ashton, but he has turned the stodgy American brand favored by New Canaan, Conn., housewives and briefcase-toting free-lance writers into a global fashion status symbol. In fiscal year 2003 alone, Coach profits were up 67%. And while the rest of the retail industry was struggling with the effects of SARS, war in Iraq and unemployment, Krakoff was catapulting Coach from a half-a-billion-dollar company to a projected $1.1 billion company...
...also have a really weird way of working," says Krakoff, lounging on the couch of his loftlike all-white office on Manhattan's West 34th Street. "I never procrastinate. Everything is really fluid, and I'm open to being inspired by anything. If you wait for the right idea, it doesn't get done." For example, while preparing an "inspiration board" covered with gloves--a big trend this fall--Krakoff suddenly had an idea for a scarf print of a drawing of many different styles of gloves, which then morphed into a still-life idea for an ad campaign. "Each...
Coach's answer was fashion. To upgrade Coach, CEO Lew Frankfort went downtown. He hired a cherub-faced designer from Tommy Hilfiger, Reed Krakoff. (Anyone sensing a pattern here?) The two set about turning Coach into a "lifestyle brand," which is to say, instead of just bags, they decided to make everything. Krakoff persuaded the company to dislodge some stodge by making accessories out of something other than leather. One of the resulting bags, in jacquard with a C logo that was inspired by a lining the company once used (those archives again), was a big hit with the fashionistas...
...Coach's answer was fashion. To upgrade Coach, CEO Lew Frankfort went downtown. He hired a cherub-faced designer from Tommy Hilfiger, Reed Krakoff. (Anyone sensing a pattern here?) The two set about turning Coach into a "lifestyle brand," which is to say, instead of just bags, they decided to make everything. Krakoff persuaded the company to dislodge some stodge by making accessories out of something other than leather. One of the resulting bags, in jacquard with a C logo that was inspired by a lining the company once used (those archives again), was a big hit with the fashionistas...