- Robyn Turk
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Tapestry’s brands are expanding their presence in the Chinese
market. The New York-based house of modern luxury lifestyle brands has
partnered with Alibaba-owned commerce platform Tmall to expand its
retail offerings.
All three of Tapestry’s brands – Coach, Kate Spade and Stuart
Weitzman – will have flagship stores on Tmall Luxury Pavilion, a
dedicated e-commerce site for luxury brands. Each brand’s digital
flagship will feature products exclusive to Tmall as well as
personalized content and services to cater to shoppers’
preferences.
Tmall is also providing Tapestry’s brands with its recently
announced Flagship Store 2.0, which will launch later this month.
Flagship Store 2.0 is an upgraded platform that offers powerful tools
to create customized content and richen the shopping experience. This
will allow Tapestry and its Data Labs team deep insights into the
local markets it will reach through Tmall, helping the company to
drive growth in the region.
Two of Tapestry’s key strategic initiatives include driving digital
innovation and growing its business with Chinese consumers. Sales
within the Chinese market currently represents less than 20 percent of
the company’s global e-commerce revenue. Tapestry identifies this
market as an area of enormous potential, according to a press
statement, and believes that Tmall’s active user base of over 750
million will drive brand awareness and consumer engagement.
“Tapestry is committed to the Chinese market,” said Jide Seitlin,
chairman and CEO of Tapestry. “We have a leadership position in China
and all of our brands have tremendous opportunity for further growth.
Given Tapestry’s focus on customer experience, creating innovative
strategic partnerships with leaders such as Tmall helps us to connect
our unique lifestyle brands with the important fashion and digitally
savvy Chinese consumer.”
This news comes a week after Tmall hosted Tmall China Cool at New York Fashion
Week, sponsoring three emerging Chinese brands to present
their latest collections to the New York market. Tmall China Cool
included three runway shows and a three-day pop-up shop selling the
brands’ clothing.
