Prime Highlights
- Tapestry has teamed up with Google to combine technology, data, and creativity, aiming to strengthen consumer understanding and drive customer-first growth.
- The collaboration focuses on merging fashion’s emotional connection with technology’s efficiency to keep brands like Coach relevant in a rapidly changing market.
Key Facts
- Tapestry’s Chief Growth Officer Sandeep Seth and Google’s Retail Managing Director Kevin Fried discussed how first-party data and cultural insights guide product, media, and brand strategies.
- Google’s search data helps Tapestry identify emerging trends and consumer motivations, shaping product design and storytelling across its fashion brands.
Background
Tapestry is partnering with Google to combine data, technology, and creativity to better understand and serve consumers. In a discussion hosted by Google, Tapestry’s chief growth officer, Sandeep Seth and Google’s retail managing director, Kevin Fried, shared how both companies are joining forces to build growth through a customer-first approach.
Seth said Tapestry believes in meeting consumers face-to-face to learn about their daily lives, values, and choices. “We’re in their homes, talking to these consumers to understand how Coach fits into their self-expression,” he explained. This close understanding, supported by first-party data, helps Tapestry shape its product, media, and social strategies.
He added that data is not just numbers; it’s a continuous loop that helps the company turn insights into action. Fried noted that while technology excels at data, speed, and scale, fashion brings creativity and emotional connection. “When the two worlds come together and focus on the consumer, that’s when the magic happens,” he said.
Google’s deep understanding of behavior helps Tapestry spot new trends and changes in culture. Seth said that search data shows why consumers make certain choices, which guides the brand’s stories and product design.
Both executives said that future growth comes from combining technology’s efficiency with fashion’s creativity. By using data and culture together, Tapestry and Google want to build stronger connections with consumers and keep brands like Coach relevant in a fast-changing world.
