Luxury Fashion Powerhouse Leverages Consumer Data To Respond To Shopper Demand
Tapestry is using the latest technological capabilities to capture consumer information and inform hyper product customization
Tapestry, the American multinational luxury company that owns fashion brands Coach, Kate Spade and Stuart Weitzman, is revolutionizing consumer insight within the retail industry. Customer data analysis is a key theme within the field and Tapestry is approaching the concept with a fresh outlook by creating a collection of programs that could bring huge amounts of business to the company.
As part of a wider expansion strategy for the company’s three brands, the focal model of Tapestry’s 120 million-strong customer data base is simple: By providing product customization, more insights and details are made available, thus improving the service via extended data and knowledge. To do so, those who design the customized products, either online or in store, are requested to provide a larger amount of information than they would for a standard transaction.
Tapestry is tapping into new forms of tech including AI and machine learning to enable this type of hyper customization. For example, Kate Spade uses Perch technology in select stores in New York to re-envision an online product customization experience. In this case sensors are activated as soon as a customer picks up a bag that has the capacity to be customized, triggering a wealth of visual, interactive information via a digital screen. This includes details of potential embellishments, as well as a tutorial video featuring inspiration and guidance of how to make a bag perfectly personalized.
Tapestry’s influential customer database is paving the way for a bright future for Coach, Kate Spade and Stuart Weitzman as it acts as a catalyst for a world where consumers can receive hyper-personalized products as well as be included in the design process and overall journey. This is key, as consumers increasingly like to be in control, knowing where their products have come from and how they have been made. When looking to the future, Victor Luis, CEO of Tapestry tells Glossy, “We’ve been encouraged by the reception of customization at both brands [Coach, Kate Spade], and we’re going to continue to expand it to more store locations and with more design options.”
The unembellished yet hugely beneficial retail theme of personalization through data can provide acute inspiration for brands in any industry. Taking advantage of advanced technology to take strategies one step further could make the difference between a brand that flourishes and one that flops, especially in an industry where consumers have high expectations for in-store customer experience and online retail continues to augment its capabilities.