Watch out Michael Kors, Coach Is Plotting Its Comeback

By Natalie O'Reilly 

June 6, 2014 

Coach  (NYSE: COH  ) , the global fashion brand famous for its women's handbags and accessories, has seen better days. The brand, which was started in New York City in 1941 and once seen as unstoppable in the fashion world, has been facing increasing competition -- in particular, from fashion designer Michael Kors (NYSE: KORS  ) . The battle has been becoming increasingly heated, and the results have not been good for Coach's sales. Despite all of its troubles, Coach is still standing and appears to be taking the first steps toward mounting a turnaround.

First steps
 
In April, Coach announced that it had engaged world-famous designer William Sofield and his team at "Studio Sofield" to consult on a complete redesign of Coach's flagship stores in Beverly Hills, California and New York City. In addition, the company will make the renovations alongside the opening of a new, huge, 8,700 square-foot store in Tokyo, Japan. Once the company implements the new store concept at these three locations, it will carry the redesign to other store locations in 2015. The man at Coach heading up the project and working with William Sofield is Stuart Vevers, who is the acting Executive Creative Director of Coach, and had this to say in a corporate press release:

Clearly, Coach is excited about the project. Furthermore, it might just be the spark that Coach needs to lure back customers who had shifted their focus toward Michael Kors.

 

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