However, with the big names such as LV and PRADA entering the American market, Coach's sales were once greatly impacted. In order to cope with the competition, Coach adjusted its strategy and turned to luxury goods. This change brought them back to life and successfully stabilized the American market.
After stabilizing the American market, Coach began to expand globally. The location and quality of their shops are comparable to those of European brands, but the prices are more close to the people. In this way, Coach has gradually become the first choice for urban women in China.