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By , the Cahns had taken over Coach. Miles Cahn wanted to duplicate the look and feel of leather baseball gloves, which became softer and suppler with age. He created new leather processes to do this. This also allowed the leather to absorb dyes better. About this time, Lillian Cahn convinced her husband to add women's handbags to their line.
In , Coach adopted its coach and horses logo. From to , sportswear designer Bonnie Cashin designed for Coach and revolutionized the look and style of the company's products, introducing brighter colors, side pockets, coin purses, and matching pens, key fobs, shoes, and eyewear. She added hardware to the company's clothes and leather goods, including the trademark silver toggle that Coach is known for, remarking that it was inspired by the catch for the convertible top on her car.
In , the company opened its first high-end retail store on New York's Madison Avenue. In , Coach hired Reed Krakoff to be the creative director of Coach. He was the person most responsible for making the brand nationally recognized.
In , British designer Stuart Vevers replaced Reed Krakoff as the creative director of the company. In , Coach bought shoe brand Stuart Weitzman. The brand calls itself "accessible luxury. Today, as a whole, the handbag industry faces greater threats from counterfeiters as the demand for higher-end merchandise increases and aspirational buyers seek to purchase the high-end cachet of fashionable brands at low prices.
Overall, the handbag product segment has been overheated for years, and some brand watchers predict that it may "cool off," particularly if consumer spending tapers. With the hiring of new creative director Stuart Vevers, Coach has now turned their attention to making over their stores as well as their product designs. Vevers brought in interior design firm Studio Sofield to redesign their physical stores and roll out new retail designs throughout their brand. Coach's website is a slick affair that reflects its heritage with backdrops of New York City locations.
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