Tapestry eyes fashion savvy youth market

Tapestry Inc, a United States-based fashion group, will sharpen its focus on China's young consumers as it expands its store network and deepens local innovation, said its top executive.

With more than 350 stores across 90 cities, Tapestry, the parent company of brands including Coach and Kate Spade, plans to move further into China's smaller urban markets, betting on rising incomes and changing consumption patterns to unlock the next growth phase.

Speaking on the sidelines of the China Development Forum 2026, held in Beijing on Sunday and Monday, Joanne Crevoiserat, CEO of the New York-based fashion firm, said Tapestry is prioritizing Generation Z consumers, typically born between the mid-1990s and early 2010s, aiming to position its brands as a "first luxury purchase" for young shoppers, particularly in handbags.

"Specifically, we are building emotional connections with consumers at key life moments — from graduation to first jobs — by offering products that reflect personal style and support self-expression," said Crevoiserat.

Younger consumers are increasingly seeking a sense of identity, with Tapestry aiming to grow alongside them as their purchasing power rises, she said.

According to the outline of the 15th Five-Year Plan (2026-30) for national economic and social development, China aims to achieve a notable increase in household consumption as a share of GDP, making domestic demand a more prominent economic driver.

The government also launched the "Shopping in China" initiative in April 2025 to foster a more international-friendly consumption ecosystem while stimulating domestic demand through a richer supply of higher-quality goods and services.

To secure more market share, Tapestry is doubling down on localization, tailoring its products, marketing and retail experience to resonate more deeply with Chinese consumers, after reporting revenue growth of 34 percent year-on-year in China in the second quarter of its 2026 fiscal year.

While maintaining a consistent global brand identity, Crevoiserat said the firm will continue to collaborate with local artists, incorporate elements tied to Chinese festivals such as Chinese New Year and Qixi Festival — also known as Chinese Valentine's Day — and adapt storytelling to reflect local culture and preferences.

"Store designs will also reflect the distinct character of different cities, from Beijing and Shanghai to emerging city markets," said the CEO, who recently visited Tsinghua University in Beijing and Wuhan University in Hubei province, to better understand young consumers' spending habits and evolving preferences.

Alongside its consumer strategies, Tapestry's China workshop in Dongguan, Guangdong province, has been upgraded with new facilities and updated technologies, enabling the company to drive product development and innovation in China for the world.

Despite uncertainties in the global luxury market, Crevoiserat said Tapestry remains confident about China's long-term prospects, citing the country's large and evolving consumer base, strong policy support and rapid pace of innovation.

"We see significant potential ahead," she said. "China will remain a key driver of our growth for years to come."

Guan Lixin, a researcher specializing in marketing and consumption at the Chinese Academy of International Trade and Economic Cooperation in Beijing, said China's consumption upgrading and pro-consumption policies will create stronger growth momentum, offering foreign companies broader market opportunities and a more supportive environment for long-term development.

For foreign brands, a raft of supportive measures can lower barriers to market entry and streamline access to China's sizable and increasingly sophisticated consumer base, Guan said.