Tapestry Chief Growth Officer eyes on vast opportunities offered by CIIE
Print Edition
Tapestry is making its seventh consecutive appearance at the China International Import Expo (CIIE), where its flagship brand, COACH, debuted more than 20 new products globally.
“Through the CIIE, we’ve seen meaningful enhancement of our brand visibility and consumer awareness, particularly among younger audiences, helping our brands win recognition and affinity in the market,” said Sandeep Seth, chief growth officer and president of Tapestry International. “The CIIE has allowed us to introduce innovative products and services, many as global or China debuts, while deepening collaboration with local partners.”
A giant Tabby bag installation and playful design elements like a dinosaur and cherries highlight COACH’s booth, while a personalization zone invites visitors to create bespoke pieces, showcasing the brand’s push for innovation and self-expression.
This serves as a vivid reflection of COACH’s brand identity of “Expressive Luxury,” and Tapestry’s deep understanding of modern consumers, especially the youth, who are looking for products that empower self-expression, build confidence, and foster a sense of belonging.
“Our core audience: the ‘Timeless Gen Z,’ is a generation that is deeply connected, emotionally expressive, and guided by personal values rather than passing trends,” Seth explained.
He has a deep faith in the potential of the China market. “For Tapestry and our brands, China is not only a critical market, but also a source of continuous inspiration and innovation, and we believe there is still tremendous white space to explore.”
The three major anchors for its long-term investment and consumer-centric approach are: enhancing consumer insight and elevating the end-to-end experience, expanding retail footprint and advancing digital integration, and building emotional resonance through localized connections.
“Over the next three to five years, we plan to increase our presence across more cities and commercial hubs, while strengthening our omnichannel ecosystem to ensure seamless, innovative and responsive brand interactions,” Seth added.
Tapestry is deepening local innovation and co-creation across China, using the CIIE as a key platform to foster partnerships and expand business and cultural exchanges.
In May, COACH opened its first resort retail store in China at the Shanghai Disney Resort, featuring capsule collaborations, resort collections, and a COACH café serving Shanghai-inspired desserts and an immersive “one-stop vacation experience” for guests.
COACH has long championed youth empowerment through its China Cool program, a collaboration with leading institutions including Donghua University to nurture young designers through mentorship and commercialization opportunities. Updated in April, it spotlights circular fashion and sustainable design, emphasizing material reuse and cultural reinterpretation.
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