When Lew Frankfort stepped into the newsroom of Business Week under a false byline, he was not chasing a story but seeking to understand the magnetic pull of a brand.
The Undercover Experiment
Posing as a reporter, Frankfort observed that women treat their Coach handbags like heirlooms, returning to them season after season.
He noted that the leather, like a well‑worn baseball mitt, softens and deepens in character over time, gaining a patina that customers cherish.
The revelation that durability and emotional attachment are intertwined reshaped Coach’s marketing narrative, reinforcing a message that the bag is not just an accessory but a lasting companion.
Frankfort’s experiment illustrates how immersive curiosity can uncover the subtle threads that bind a consumer to a product, a lesson that resonates across industries.