In our final summer bonus episode, we sit down with two remarkable leaders shaping Tapetry's future: Pooja Chandiramani, who helps drive marketing analytics and transformation for the holding company that owns Coach and Kate Spade, and Avinash Kaushik, best-selling author and digital marketing pioneer. Together they share how the multi-billion dollar global fashion powerhouse is driving brand transformation through analytics, creative pre-testing, and cultural alignment. They also reveal how expressive luxury, intent-centric marketing, and AI are shaping the future of consumer connections.
For our final episode recorded live at the CommerceNext Growth show, we welcome two visionary leaders from Tapestry, the global house of brands that includes Coach and Kate Spade: Pooja Chandiramani, VP Global Media Strategy & Planning, Marketing Analytics, Operations and Transformation, and Avinash Kaushik, Brand Strategy & Marketing Transformation.
Pooja and Avinash unpack Tapestry’s ongoing transformation, which embeds analytics as a core pillar of brand growth. For Coach in particular, analytics isn’t just incremental—it’s a complete transformation journey. By using data to generate insights that directly drive business impact, Tapestry ensures marketing investments are accountable, measurable, and tied to outcomes.
Avinash, a globally recognized thought leader and author, explains how Tapestry embraces intent-centric marketing to connect authentically with consumers. Moving beyond the outdated “accessible luxury” positioning, the company has shifted toward "expressive luxury"—a modern framework that reflects values-driven, authentic consumer engagement, particularly resonant with younger audiences.
The conversation dives into the cultural foundations necessary for analytics to thrive. Avinash emphasizes that “culture is more important than data,” crediting Tapestry’s CEO Joanne Crevoiserat and senior leadership for creating an environment where data can challenge assumptions and guide decisions. This culture enables bold experiments, including measuring the incrementality of brand marketing—one of the toughest questions in retail.
Pooja highlights how creative pre-testing has become a critical unlock. By partnering with Human Made Machine, Tapestry tests campaigns with real audiences before investing media spend. This approach ensures that creative—responsible for up to 70% of marketing impact—delivers measurable results in driving brand awareness and incremental sales. It’s a cultural shift, moving from subjective opinions about creative to decisions grounded in data.
The episode also explores the role of AI and machine learning in accelerating agility, simplifying decision-making frameworks, and enabling global scalability. Both leaders stress that outcomes-based planning—rather than activity-based planning—keeps Tapestry aligned with its ambitious growth goals.