With the changing times and increased competition, Coach's performance began to stagnate. "Business Week" has commented: "Coach handbags robust, but conservative and rigid, is a being out of the popular brand." Survival crisis prompted Coach bent on change, took office in 1995, Liu, chairman and CEO. Frankfurt (Lew Frankfort), make up the determination for change.

In 1996, designer Reid. Carat Markov (Reed Krakoff) joined Coach, as the implementation of product design and visual creative director, led the Coach completed a series of impressive product innovation COACH PARKER OP ART CONVERTIBLE HIPPIE 13420. In order to better display their products to consumers, clarithromycin Markov also strongly modified the design of the Coach store and display rules of style. Until 2000, Coach of the store looks like a library, carat Markov will be the main store into a white color, interior has a larger, brighter display space, through the streets of the window can also see the Coach introduction of new products COACH PARKER OP ART CONVERTIBLE HIPPIE 13420.

Meanwhile, in order to meet the new goods shelves of every month, Coach will store all the world headquarters of the requirements under a unified way to adjust the placing of products, COACH POPPY SIGNATURE SATEEN JAZZY HOBO 15319 handbags black with and match the new style handbag accessories, such as scarves, purse, or even need to sync the music store to replace.

Coach of the design team in 2001 launched the brand's first letter C for the double-C logo printing, an unprecedented use of a ten-color printing as a pair of C, so that consumers can clearly feel, Coach is no longer a color boring only production of "mother package" of the brand. Since then, this is known as Coach handbags Signature Series logo, as a Coach of the most popular design,  Coach New Style Bags sales remained high, accounting for its overall turnover by 60%.