What: This case study explores how Tapestry, parent company of Coach, Kate Spade, and Stuart Weitzman, leverages customer data, including both quantitative transaction histories and qualitative insights, to deepen customer understanding and drive business success.

Why it is important: In a retail landscape where collecting data is common but often underutilized, Tapestry's approach stands out for its comprehensive use of data to inform product development, marketing, and overall business strategies. This focus on understanding customers not just by their purchasing behaviors but also their beliefs and attitudes enables Tapestry to connect emotionally with its audience, a critical advantage in attracting and retaining consumers, especially among younger generations.

Tapestry's emphasis on customer data underpins its growth plan, incorporating not only traditional data sources but also immersive research methods to gain a holistic view of its consumers. This strategy has been instrumental in navigating market challenges, attracting new customers, particularly from Gen-Z, and supporting successful product launches like the Tabby handbag. While Tapestry has seen positive results, particularly with the Coach brand, challenges remain in extending this success to its other brands, Kate Spade and Stuart Weitzman, which have seen sales declines. Despite these hurdles, Tapestry's leadership remains committed to a data-centric approach, believing it to be essential for future achievements and setting a precedent for how brands can leverage customer data to foster deeper connections and drive business results.

Case Study- How to turn data into meaningful customer connections

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