Tapestry enables direct Google AI purchase of Coach, Kate Spade items
The parent company of Coach and Kate Spade New York is expanding the integration of artificial intelligence into its enterprise.
Tapestry Inc., parent company of fashion brands such as Kate Spade and Coach, is making products from those brands purchasable directly from Google Search, including AI Mode and the Gemini agentic AI app.
Now, when consumers discover a Coach or Kate Spade item while using Google Gemini or AI Mode, a "Buy" button appears inline. After selecting their product, customers can complete checkout in a few taps using Google Pay. Each transaction is secure through Google Pay, requiring a purchase to receive a consumer’s explicit approval.
Tapestry seeks to eliminate the need for website redirects and streamline the path to purchase. The company implemented the Universal Commerce Protocol (UCP), an open industry standard for agentic commerce backed by several major tech and e-commerce companies.
"Consumer behaviors are always evolving,” said Joanne Crevoiserat, CEO of Tapestry. “At one time, discovery happened in a store window or a magazine. Then, it happened on social media. Now it's happening inside a conversation with AI. 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.”
UCP-powered checkout is now live in the U.S., with plans to expand across geographies in the future.
Tapestry embraces AI
According to Tapestry, this launch is part of its broader AI strategy, which focuses on using AI to drive growth by connecting its brands more directly to consumers, strengthening business capabilities, and enabling transformation across its employees and operations.
Other examples of this strategy include Tapestry receiving a U.S. patent for Mira, a proprietary AI platform designed to connect data across all areas of the company to enable rapid, enterprise-wide decision-making, in May.
The company will utilize its patented Global Data Fabric unified data architecture in tandem with Mira. According to Tapestry, tasks that previously required days of manual analysis across multiple dashboards can now be accomplished in seconds to minutes and it is already leveraging Mira to enhance assortment planning and inventory management and respond more quickly to emerging consumer trends.
[READ MORE: Tapestry obtains U.S. patent for enterprise AI tool]
May also saw the launch of the Kate Spade AI Gift Concierge, a conversational retail AI tool utilizing the new Agentic Shopping Assistant on Amazon Web Services (ASA on AWS) solution. In 2024, Tapestry rolled out the Bluecore customer identification platform in the Kate Spade banner.
As of June 27, Tapestry had 973 Coach stores and 326 Kate Spade stores (counts are for directly-operated locations).
