Tapestry Inc. is bringing more of its brands – including Coach and Kate Spade – to Alibaba Group’s dedicated platform for luxury and premium goods, Tmall Luxury Pavilion.

Following the launch of its footwear label Stuart Weitzman last October, the New York-based luxury and lifestyle group said Thursday that Coach will officially open a flagship store on the Pavilion in December, followed by Kate Spade early next year.

Tapestry said the brands will adopt Tmall’s new “Flagship Store 2.0” format to “offer elevated, rich shopping experiences for customers,” such as more personalized content. They will be among the first to tap the newly upgraded layout.

“Tapestry is committed to the Chinese market,” Tapestry Chairman and CEO Jide Zeitlin said.

“Tmall is at the forefront of the fast-paced digital ecosystem in China, highlighted by their innovative approach and consumer-centric attitude,” Zeitlin said. “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.”

The partnership would help Tapestry gain deeper insights into the China market, fueling its efforts to create seamless experiences for consumers both online and offline, the company said.

The announcement comes as Tapestry unveils its “2020 ChinaNext” digital innovation roadmap, which looks to drive engagement in the region and explore best practices it can also leverage globally. Noam Paransky, chief digital officer at Tapestry, said that partnering with Tmall, which allows them to connect with a broader audience, is a foundational part of this strategy.

“We are committed to offering a compelling experience for Chinese consumers wherever they choose to shop: our stores, direct brand and third-party websites or social platforms,” Paransky said.

Categories: America, B2C, Business, China, Company, ECommerce, World

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