1990s, COACH quite the history on the old enterprises, the development of the particular "bottleneck" encountered. COACH products, mostly with strong performance, durability, etc., but in advertising information rapid expansion in the 1990s, but can not build their own brand image. At the same time period, Louis Vuitton, PRADA and began towards impression of product design competition to the market, these companies claimed a lot of originally COACH market share. COACH sales not merely stagnated, but has regressed.