(Yicai) Nov. 11 -- Tapestry plans to add about 100 new stores to the 400 it already has in 90 Chinese cities over the next two to three years, according to an executive at the US owner of designer brands Coach, Kate Spade New York, and Stuart Weitzman.

“China is a very important market for us,” Seth Sandeep, chief growth officer and president of Tapestry International, said during the China International Import Expo in Shanghai. “There's a massive consumer market for us here.

This year was Tapestry's seventh appearance at the CIIE, the world's biggest national-level trade fair dedicated to imports, where it showcased 20 new versions of Coach's iconic Tabby bag, complete with customization options for young consumers in search of self-expression.

"Seventy percent of our future growth will come from international markets, and China will be the biggest growth opportunity in the coming three to five years,” he noted.

Tapestry wants to be available and easy to reach for China's fast-growing middle-income group, according to Sandeep. Its expansion plan targets consumers in tier-one to tier-four cities, he said, adding that it is informed by research showing Gen Z consumers’ love for in-person shopping, even as e-commerce remains a key channel.

“Digital and e-commerce are a big way for us to reach many of these consumers,” Sandeep said. “But we also know that youngsters want to go to physical stores, so we are going to continue increasing our footprint in the country."

Geopolitical tensions will not have a severe impact on Tapestry's investment plans in China, Sandeep noted. "As long as the environment and policies remain favorable, China will continue to be a place we invest,” he said.

The New York-based company quadrupled its marketing investment in China over the past few years and continues to carry out market tests to strengthen brand awareness across the country, Sandeep said. It also has manufacturing facilities and a global design center in Dongguan in southern Guangdong province, he added.

When asked about artificial intelligence, Sandeep said Tapestry sees AI as “an enabler, not a strategy,” using it to optimize the supply chain, create digital twins, and improve planning and forecasting, as well as for media targeting and content customization.

“We don't want to run after shiny objects and be first at everything,” he pointed out. “We want to adopt technology that is proven.”

Beyond increasing its store count, Tapestry is also following other paths to expand its presence in China. The company runs a program called China Cool in collaboration with Donghua University to drive new creative approaches. It also partnered with well-known Chinese candy brand White Rabbit a couple of years ago.

Editor: Futura Costaglione