China's market remains a key driver of innovation and digital engagement for global brands, providing insights that shape strategies worldwide, said Joanne Crevoiserat, CEO of Tapestry, a United States-based luxury goods company.
Tapestry is the parent company of leading U.S. fashion houses Coach New York, Kate Spade New York and Stuart Weitzman.
Crevoiserat spoke in an exclusive interview with China Global Television Network (CGTN) during her visit to the China Development Forum 2025, which concluded Monday in Beijing.
Themed "Unleashing Development Momentum for Stable Growth of the Global Economy," the two-day event gathered global business leaders and policymakers.
"The China market is critically important to our brands. We learned so much in this market. This is a market where the consumer moves incredibly fast. The consumer is the most digitally engaged consumer that we have. And as we meet the demands of this consumer with innovation, we are better able to serve the rest of the world with those innovations," she said.
She highlighted how Chinese consumers' strong interest in sustainability has driven the company to adapt to the market.
"The consumer in China is very interested in sustainable products. And last year we introduced Coachtopia, which is a fully circular sub-brand of the Coach business. And we've seen tremendous response from the Chinese consumer to that product. And we're taking learnings from Coachtopia, the sub-brand, and applying it across our portfolio to all of our brands," she said.
Coachtopia uses "recycled, repurposed or renewable materials and designs them to live multiple lives with clear pathways for takeback, reuse or recycling", according to the company website.
Parent company Tapestry is also leveraging insights from China's digital landscape to enhance its global e-commerce strategy, the CEO said
"We've taken the learnings from the digital platforms and the experience that we have reaching consumers in that way, and applied them to our own digital platforms in the United States and in Europe, where we have also robust digital business. We're taking learnings from how to connect with them, how we merchandise our sites, to how we transact and where we transact," she said.
"What's interesting is some of these platforms, the consumer has a different intent. In one platform, it may be a social platform where they want to discover brands and hear more about brands. There may be another platform, maybe on T-mall where they want to transact and buy the product. So we want to make sure that we provide the best experience for the consumer based on what their needs are on each individual platform. And that research really started here in China for us," Crevoiserat added.
China remains key driver of innovation, digital engagement for global brands: Tapestry CEO
