The Chief Bag Lady:Coakley Business Class, LLC
Coakley Business Class, LLC
Mary Repke is the Chief Bag Lady of Coakley Business Class, LLC. She is an amazing designer of the perfect tote/portfolio for the fashionable woman on on the move. Mary shares with us her story and provides business tips for entrepreneurs.
Tell me about yourself and your business.
I had a fabulous corporate career working in some amazing companies at the forefront of change. I was able to develop a long track record of success in product development, innovation and marketing to broad and niche markets. The bug for starting my own company began after my time as President and COO of officesupplies.com. It was a true start-up venture that engaged my corporate business skills with the ground up development of a company.
As Director of Marketing at Sharp Electronics, I lead the marketing introduction of the first PDA’s and electronic organizers by targeting three specific markets (men, women and teens) instead of taking the general approach to marketing technology products. This increased sales and brought Sharp into new market channels.
As the head of Marketing at Faber Castell Corporation, I developed Uni-ball pens into the number one selling brand for over 10 years. I created a brand empire by segmenting the market based on the writing needs of the many different user groups. From students to office, from teens to men and women, the Uni-ball brand grew through constant innovation. My most innovative , important and fun contribution was the creation of Fashion Inks, allowing us to write with Purple, Aqua, Orange, Berry, and Hot Pink in addition to the more traditional Black, Green, Red and Blue.
Throughout my career I was always known for having unique and cool handbags fueling a passion for quality business bags and briefcases … but found over the years that most of the brands on the market were not meeting my needs or the needs of my friends and professional associates.
The innovation behind the Coakley® Collection is in the patented and trademarked dual functioning features and pocket on pocket organization system that allows a woman to offload her handbag items and organize her work tools into dedicated pockets and carry a very organized bag that can multi-task the way they do. Add to that the style and fashion touches that say “female in control”. Gone are the bottomless pits, dark hole, overstuffed bags that detract from the professional image every woman wants to exude. The ability to zoom in on the critical needs of a consumer and interpret them into functional products has been one of my career trademarks. I have a stronger passion for finding the hole in the market or a new opportunity and try to fill it with the right product.
What was your inspiration for the Coakley Business class totes/portfolios and their design?
My inspiration happened at the airport in 2001, on my way to a major technology conference. It was shortly after 9/11 and with all the heightened security at airports I decided to pack in carry on so I wouldn’t be stuck in baggage claim for too long. This is one of those conventions when baggage claim could take up to 2 hours.
Well, imagine my surprise when I arrive at the airport to check in and discover it is day one of the new “two bag carry-on limit” and every business woman on line had three ~ their carry-on roller suitcase, a laptop bag and a handbag.
As I gave thought to this on my 5 hour flight, it occurred to me that the problem wasn’t the new restrictions. It was bigger than that. Women have been in the work force for well over thirty years and never had a briefcase or laptop bag made especially for our needs. Why on earth wasn’t there a line of highly organized and functional bags that were designed to hold our handbag and business items….and in stylish materials and colors instead of basic black!
I spent my flight designing a bag and writing a short survey which I printed in the business office of the airport upon landing (after all I was going to be in baggage claim for two hours). I proceeded to hand the survey to over 500 women…and got them all back before I got my luggage. Definitely a market in need of a product!
Name a few of the magazines and celebrity events that have featured the Coakley Totes and portfolios.
Coakley® bags have been featured at the American Cinemateque Honors Julia Roberts and at the LA Fashion Week premiers of Kevan Hall and Suzie Wong. We are on the shoulders of fabulous A list celebrities from Julia Roberts to Marcia Gaye Harden, Maria Shriver, The stars of Grey’s Anatomy as a prize on the Price is Right.
Describe one of your most exciting experiences as Chief Bag Lady of Coakley?
One of the most exciting experiences I had was actually ‘doing a deal’ for funding on Trump International Golf Course in Palos Verdes, California. I played golf with three potential investors and signed two of them as investors and the third as an advisor. It was truly exhilarating. And the golf course was breathtaking…and Donald Trump’s. Talk about the art of the deal!!!
What business tip would you provide to upcoming entrepreneurs, particularly in the retail accessory business?
Retail is tough so it’s very important to understand how each retailer positions themselves, who your competitors are and why they should put you on the shelf instead of them. You also need to create a following for your line and create ways to drive traffic into the store as the retailers rarely do it for you. Getting into the stores and on the shelf is more about selling through or off the shelf. You need to understand their operational systems, EDI, pricing structure and a whole lot more. It’s best to start with boutiques and smaller stores before wanting to go near the big department stores. They will give your product the positioning and customer sales support you need to create brand acceptance and a following. They will also be more forgiving as you navigate the business or retail. And find a few solid sales reps who are experts in the retail channel and have great relationships. They will help you become a retail expert.
Exclusive Promotion : Visit www.coakleybags.com . Receive special discount of $100 off any bag in the line with free shipping using the PROMO Code: “LANORMA ” at checkout. Offer expires March 31st, 2010.
