Tapestry is upping its focus on outlet stores and brand marketing

Tapestry, Inc., the U.S.-based parent company of Coach, Kate Spade New York and Stuart Weitzman, has expanded its outlet strategy and overall marketing spending in response to evolving consumer behaviors.

Tapestry’s third-quarter net income dropped to $139.4 million from $186.7 million last year. Executives on the company’s earnings call noted strategic initiatives aimed at enhancing customer engagement.

Tapestry is upping its focus on outlet stores, including by adding high-demand products like the Coach Tabby handbag to these channels at full prices. Todd Kahn, CEO and brand president of Coach, said bringing premium products to outlet stores plays to the habits of consumers who often use smartphones to choose their purchases. The line between retail stores and outlets is blurring as customers look for products across multiple touchpoints. 

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