Coach marks its seventh China International Import Expo (CIIE) participation by showcasing its iconic Tabby collection with 20 new SKUs and a customization bar at the eighth CIIE in Shanghai. [Photo provided to chinadaily.com.cn]
Tapestry Inc, the New York-based luxury goods group, highlighted its strong commitment to China's young consumers at the 8th China International Import Expo (CIIE). Sandeep Seth, Tapestry's chief growth officer and president of International, described China as "our biggest growth opportunity in the next three to five years."
The group's ambitious expansion focuses on deepening emotional connections with Gen Z, a strategy supported by Coach's latest financial results which was released on Thursday. The brand reported its Q1 2026 earnings, revealing the addition of over 2.2 million new global customers, with Gen Z accounting for approximately 35 percent of these new customers, driven by strong demand from young consumers.
Coach marks its seventh China International Import Expo (CIIE) participation by showcasing its iconic Tabby collection with 20 new SKUs and a customization bar at the eighth CIIE in Shanghai. [Photo provided to chinadaily.com.cn]
This data supports Tapestry's China strategy. "We plan to add over 100 new stores in China within the next two to three years," Seth announced on Thursday. This expansion will grow their presence from over 400 stores in 90 cities to over 100 cities, spanning tier-1 to tier-4 markets. Seth emphasized the importance of understanding young consumers: "They no longer differentiate between global and local products. They seek great design, quality, value and emotional resonance."
Coach, a key aspect of Tapestry's China strategy, marked its seventh CIIE participation by showcasing its iconic Tabby collection with 20 new SKUs and a customization bar. "Coach is all about expressive luxury, connecting emotionally with consumers," said Liliana Lucioni, president of Coach China. She emphasized the brand's evolution from "affordable luxury" to a platform for self-expression. Lucioni noted CIIE's role in refining this connection: "Every time we come to CIIE, we benchmark our past achievements and strive to enhance the experience."
CIIE has become a crucial platform for nurturing these connections. "The expo grows bigger every year, offering inspiration and innovation," Seth said, noting interactions with policymakers and peers as essential for understanding market shifts.
Both executives emphasized that winning Gen Z requires authenticity over price wars. "Customers don't choose based on price alone—they seek great products and value," Seth added. Lucioni highlighted Coach's focus on meeting young consumers wherever they are: "Whether in stores or online, we aim to enhance Gen Z acquisition" through immersive experiences like café-equipped stores and university collaborations with Donghua and Tsinghua.
