They need to replace the store designer they have now and get someone who knows how to make a store attractive. The stores are boring. I have mentioned this to the SA and managers, that they need to put more stuff out.
Also Coach needs to put all the bags in every store, instead of offering different bags at different stores. Only the Flagship stores carry the higher end bags, and there are few of those. When people go into a mall they can be of any economic situation, or maybe have extra money that day, or maybe they are visitors to the area, etc. Why not make use of the store, put all your stuff out on display. I guess in theory it sounds good, make some stores elite stores, make the stores look exclusive with uncluttered shelves, but it's not working for Coach.
I went into a nice mall last week and stopped into the Coach store, and it was the most boring store in the mall and of course it was empty, not one customer. The shelves were half empty, SAs were looking bored, I walked in, walked around once and left. And if the Coach store is boring to me, a long time Coach collector, I'm sure it's boring to everyone else who happens to stop in.