THE APPROACH

We helped each brand rediscover its soul through a distinct Purpose and Values grounded in its ethos. We drew out the common thread across the brands and helped define Tapestry's role for its brands and the world. We then partnered with the brand and Tapestry teams to launch and cascade Purpose and equip leaders to begin living and modeling it. 

TAPESTRY EMPLOYEE PROMISE CAMPAIGN

THE OBJECTIVE: Create engaging films that bring to life what it’s like to work at Tapestry, helping to attract a more diverse talent pool

THE AUDIENCE: Candidates both inside and outside the traditional fashion industry as well as on-campus candidates, representing TPR’s target hire segments

THE IDEA: Our culture, like our products, is made of only the best materials: humanity, inclusion, creativity, voice, and growth.

THE APPROACH: Apply Tapestry’s Recruiting Campaign concept (Materials We’re Made Of) to come to life via film through a series of testimonial-style films featuring employees as storytellers. Each film will elevate an element of Tapestry’s Employee Promise and offer an authentic window into who works at Tapestry and what it’s like.

THE CHALLENGE

Originally Coach Inc., New York-based Tapestry was formed in 2017 to become a global house of brands. It is the parent company to Coach, Kate Spade, and Stuart Weitzman. Despite its ambitions, Tapestry and its brands struggled with poor business performance and homogenization of iconic brands. A new CEO and executive leadership team was put into place to lead a multi-year transformation with BCG. Tapestry turned to us to articulate, activate, and embed Purpose across the organization to provide clarity, alignment, and energy during this pivotal moment for the company. 

THE IMPACT

The Purpose journey shed much-needed light on the brands’ and Tapestry’s distinct identities. Today, Purpose and Values serve as a lens for furthering the company's ESG agenda and for decision-making across culture, strategy, and brand. 

•Culture: In the midst of massive organizational change and a pandemic, Purpose deepened employees' emotional connection and increased engagement, loyalty, intrinsic motivation, and intent to stay.

•Strategy: Purpose and Values helped guide and define Tapestry’s vision and strategy and brought it all cohesively together.

•Brand: Each brand translated its timeless Purpose into a timely brand promise and influenced the development of brand expression and content.