Tapestry eyes China growth through younger consumers, innovation

Résumé détaillé

Tapestry Inc will deepen its presence in China by attracting younger consumers, expanding its retail network, and tapping into local innovation, as the United States-based fashion…

By Zhong Nan in Shanghai | chinadaily.com.cn | Updated: 2026-11-10 20:25

Tapestry Inc will deepen its presence in China by attracting younger consumers, expanding its retail network, and tapping into local innovation, as the United States-based fashion group seeks to sustain growth in China and across the Asia-Pacific region.

Kylene Campos, senior vice-president of brand and growth strategy for Asia-Pacific at Tapestry, said China is central to the group's long-term ambitions, serving as both a growth engine and a source of inspiration.

"Chinese consumers are among the most discerning globally," Campos said during the ninth China International Import Expo in Shanghai. "The pace of change, whether in consumer behavior, retail experiences, digital technology, or artificial intelligence, is so rapid in China."

Participating in the expo for the eighth consecutive year, Tapestry showcased new designs from Coach's Tabby collection alongside archival pieces celebrating the brand's 85th anniversary at its booth.

Campos said Chinese consumers increasingly seek emotional connections with brands rather than simply purchasing products, particularly among younger generations exploring their identities and personal styles.

"Consumers are looking for brands that connect with them, whether through shared purpose, self-expression, or communities that matter to them," she added.

Under its Amplify Growth strategy, Tapestry is prioritizing new customer acquisition, product innovation and more engaging retail experiences.

The New York-headquartered group, which operates Coach and Kate Spade, has more than 350 stores across over 90 Chinese cities. Its expansion strategy will focus on locations with strong concentrations of younger consumers — including university populations — while improving productivity at existing outlets.

Début de l'article, extrait de China Daily Business. Pour lire la suite, ouvrez l'article chez le média.