With a broadened digital strategy, Tapestry now enables U.S. shoppers to buy Coach and Kate Spade product lines through Google’s AI-powered retail ecosystem, supporting direct checkout via the Gemini app and Google Search.
AI Shopping Access for Coach and Kate Spade
According to a recent Tapestry press release, customers in the United States can now make purchases of Coach and Kate Spade merchandise straight from Google’s Gemini app or Google Search, both powered by AI. When users seek out these brands on Gemini or AI Mode, they are able to finalize transactions using Google Pay, all without moving away from the Google platform. Each transaction requires approval to help safeguard buyers and uphold their control over purchases.
This new function utilizes the Universal Commerce Protocol, which Tapestry describes as enabling “agentic commerce.” This allows buyers to seamlessly shop across a variety of digital channels. While the feature is debuting in the U.S., Tapestry has announced intentions to launch the service internationally in the future.
Direct Retail Connections Through AI
This initiative represents Tapestry’s continued push to blend brick-and-mortar, online, and AI-based shopping experiences. By linking with Google’s AI shopping capabilities, Tapestry seeks to capture consumers wherever and whenever they feel inspired. “Our goal is for shoppers to find and engage with our brands at the moment when inspiration strikes, whether it be when a consumer passes by one of our stores, peruses our websites, or chats with AI,” commented Joanne Crevoiserat, Chief Executive Officer of Tapestry.
Google has steadily progressed with its virtual retail solutions, working to deliver state-of-the-art AI shopping tools for both brands and buyers. In 2023, Google launched its AI Mode, bringing together Gemini and Shopping Graph technologies so that users could try on items virtually, check prices, and receive custom suggestions.
Following this direction, Tapestry joins other prominent retailers like Ulta Beauty and Walmart, who have already integrated their product selections into Gemini and AI Mode. Through these partnerships, customers can access curated suggestions, compare options, and conduct transactions within the Google environment. For example, Ulta Beauty’s products are available on Gemini, while Walmart has made items from Walmart and Sam’s Club on the app shoppable as well.
Safeguarding Customer Data With New Commerce Models
The movement toward integrating retail inventories with external AI interfaces has prompted concerns about the effect on brand-consumer relationships and data transparency, with questions arising about the potential reduction in direct customer insights for brands. Industry experts warn that engaging with third-party AI platforms could limit brands’ access to vital consumer data.
Nevertheless, Tapestry maintains that its employment of the Universal Commerce Protocol ensures data access remains unchanged. Chief Information and Data Officer Yang Lu clarified that the company continues to collect the same information from these AI-based transactions as it does from purchases on its own websites, since transactions are processed through Tapestry’s brand-controlled checkout. “Tapestry’s launch of UCP is about staying close to the consumer and building an infrastructure that is flexible and ready for wherever our customers are discovering and shopping for products,” Lu emphasized.
Latest Financial Results
In its recently reported financials, Tapestry’s fourth quarter revenue grew by 9% year-over-year to reach $1.9 billion. The brand achieved a net income of $347.8 million in contrast to a net loss of $517.1 million from the year prior. During this period, Coach achieved a 15% increase in sales, totaling $1.6 billion, while Kate Spade’s sales decreased 7%, amounting to $235 million.
Future Directions
By joining forces with the Gemini app, Tapestry is helping to drive a rapid transformation in retail, with AI-driven experiences offering novel ways for brands and consumers to connect. As expansion continues and additional retailers enter the space, the blend of commerce and artificial intelligence is set to play a pivotal role in the retail industry’s ongoing evolution.