Tapestry brands embark on retail partnership with Alibaba’s Tmall
Tapestry, the owner of Kate Spade, Coach and Stuart Weitzman, is partnering with Alibaba as it looks to extend its reach throughout China.
The move marks a next step in Tapestry’s “China Next” digital innovation programme.
All three Tapestry brands will have flagship stores on Tmall Luxury Pavilion, Alibaba’s dedicated platform for luxury and premium brands. The stores will feature products exclusive to Tmall and offer personalised content and services tailored to customers’ preferences.
Tapestry will be one of the first companies to collaborate with Tmall in adopting the recently unveiled Flagship Store 2.0 later this month. The upgraded platform will provide Tapestry’s brands with tools to enable customised content and an enriched shopping experience.
Jide Zeitlin, chairman and chief executive of Tapestry, said: “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. “
