NEW YORK, United States — Coach Inc. fell as much as 8.2 percent in early trading after North American sales plunged last quarter, a sign its comeback plan isn’t yet gaining traction.

The region’s same-store sales, a measure that tracks established locations and Internet orders, fell 23 percent in the fiscal third quarter, which ended March 28. Analysts predicted a drop of 21.5 percent, according to Consensus Metrix.

The results show that Coach still has a long road ahead to restoring its cachet with consumers. The handbag maker has been remodeling stores and teaming up with fresh designers, aiming to reverse its sales declines and win back market share from competitors like Michael Kors Holdings Ltd. So far, that hasn’t brought a resurgence in orders. Currency effects also took a toll last quarter, reducing the value of its overseas revenue.

“We continue to be focused on the execution of our strategy, elevating Coach’s perception in the mind of our consumers and reinvesting in the brand,” Chief Executive Officer Victor Luis said in the statement.

Coach fell as low as $38.85 in early trading in New York. The stock has gained 13 percent this year through the close of trading on Monday, bolstered by optimism about the company’s turnaround. That compared with a 2.4 percent increase for the Standard & Poor’s 500 Index.

Total revenue tumbled 15 percent to $929.3 million last quarter, the New York-based company said, missing the $950.6 million estimate.

As part of an effort to become a lifestyle brand, Coach agreed to buy designer footwear company Stuart Weitzman in January for as much as $574 million. The deal, which is expected to add to earnings immediately after it’s completed, is slated to close in May. Stuart Weitzman had about $300 million in sales in the year ended September 30.

Credit: Business of Fashion