August 9th, 2008 | 
Author: In the late 1990s, Frankfort and Krakoff undertook an extensive image building exercise for the Coach brand. As the creative director of Coach, Krakoff was responsible for activities like advertising, catalogs, direct mail, store design, visual, and public relations.
When Krakoff became the creative director of Coach, the Coach handbags and other goods were identified with the color of a tanned baseball glove, black, navy, and an occasional burgundy. Coach goods were classy and durable. Since the time Krakoff, the creative head of Coach began to recreate Coach bags, outerwear, shoes, children’s clothing, sunglasses and a vast collection of key fobs, the company’s 162 stores began to enjoy a great status in the market.
Krakoff gave Coach’s mens-wear a new style. Perhaps the most fascinating addition for the urban man was the rectangular leather tote bag that offered a macho alternative to the tired dot-com messenger bag and the stiff briefcases.
Krakoff, a 39-year- old creative head of Coach and a graduate from Weston, came up with an incredible plan to transform the utility bags into fashionable totes with names like the Slim Soho. He had a good training: five years at Ralph Lauren in design and then another three years at Tommy Hilfiger, where he eventually became the chief marketing officer.
“I also have a really weird way of working,” says Krakoff. “In ever 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. Each idea furthers itself,” he says.
“I have a strange kind of talent,” he says. Krakoff’s talent, as he puts it, is about “knowing your limitations and working from that.”
“I like the idea of it being traditionally American,” says Krakoff, “but I don’t want it to look like you’ve seen it before.”
When Coach CEO Lew Frankfurt hired Krakoff , he gave him control of the entire creative department to see everything from store design and merchandising to, glove design. Krakoff set about his work hiring prominent photographers such as Mario, Testino, Mikael Jansson and Peter Lindbergh to shoot the ad campaigns. Thereafter he redesigned all the Coach stores.
Krakoff keeps in mind the Coach tradition,as he searches for design cues. “My inspiration is so organic,” he says. “I could literally pick up anything and start there.” “I know how to make things that appeal to tons of people. I’m really, really good at that,”he says.
Krakoff’s goal is to change the perception for Coach brand. A company known for its excellent quality to a stylish and fashionable goods based on customers choice.
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