Observed Signal · Sep 28, 2026 · Market Signal · Source: Tapestry · Impact: 2/5
WATCH: Tapestry CEO Joanne Crevoiserat on CNBC’s Mad Money
In a recent appearance on CNBC’s Mad Money, Tapestry CEO Joanne...
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Recent verified developments and strategic activity across this market segment.
Sharon Price John: From CMO to Transformative CEO
Build‑A‑Bear President and CEO Sharon Price John discusses her transition from marketing roles to the C‑suite and the leadership practices that guided the brand’s turnaround. Recorded on the Brandweek 2025 stage, the interview covers the importance of building quantitative business skills for CMOs, reframing confidence gaps that hold women back from stretch roles, leading turnarounds with vulnerability and authenticity, and prioritizing a brand’s emotional core over product features. At Build‑A‑Bear, Price John repositioned the 30‑year‑old retail chain into a diversified IP‑driven business and expanded digital commerce to about 40% of sales. The piece also previews Joshua Spanier’s new podcast Frontier CMO, which highlights AI as a leadership challenge, agentic commerce, and reorganizing marketing teams for AI-enabled workflows.
Tapestry sells Coach, Kate Spade via Google Gemini AI Mode
Tapestry Inc. announced that shoppers can now purchase Coach and Kate Spade products directly through Google's Gemini app and AI Mode in Search. Using Google Pay, consumers can complete transactions without leaving the AI interface. The company utilizes the Universal Commerce Protocol (UCP) for agentic commerce, with checkout currently available in the U.S. and plans to expand internationally. This move extends Tapestry's omni-channel strategy to AI-driven shopping environments. CEO Joanne Crevoiserat emphasized meeting customers at the moment of inspiration, whether in stores, online, or via AI chat. Tapestry reports no substantial change in customer data received from these transactions, as orders are still placed through its brands. The company's Q4 revenue rose 9% year-over-year to $1.9 billion. The initiative aligns with a broader trend of retailers like Ulta Beauty and Walmart integrating their inventories into Google's AI shopping ecosystem.
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