Coach CEO Victor Luis said that the company is pushing a comeback by trying to stand out from the competition.
In a CNBC "Closing Bell" interview, Luis said the company has made progress by updating its stores and reducing promotions. His comments came after Coach beat quarterly earnings expectations.
"One of the most important steps that we took was the reduction of our flash sales. We reduced that by approximately $300 million," Luis said. "That's a step that we took two years ago that some of our competitors now talk about."