"Tapestry still has an old-world approach when it comes to consumers - the multinational fashion corporation meets with consumers in person and spends as much time as they can with them to get a full 360-degree view of who they are as people. "We're in their homes, talking to these consumers," Seth said. The idea is to understand their life. The key is to find out how Coach fits within their lives."
"Coach is also looking to play a role in building confidence for consumers. Leveraging that with its proprietary first-party data with partners is then turned into action - and helps to define its product strategy, media strategy and social media strategy. Data is a loop, Seth explained. Today, fashion and tech are still not fully aligned - "when I think about tech, we do data, speed and scale incredibly well," Fried said."
Tapestry uses in-person, immersive consumer research to build a 360-degree understanding of customers and how Coach fits into their lives and self-expression. The brand seeks to build consumer confidence and applies proprietary first-party data with partners to inform product, media, and social strategies. Data operates as a continuous loop that translates insights into action. Technology delivers data, speed, and scale while fashion contributes creativity and heritage; aligning both strengths around consumer behavior produces more effective outcomes. Google’s behavioral insights help shape Tapestry’s overall strategy by illuminating consumer patterns and preferences.
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