BEIJING: A string of upbeat earnings reports from global luxury and lifestyle apparel companies show that Chinese shoppers are returning to premium spending, boosted by localised and culturally relevant products for the Chinese market from these brands.
From accessible luxury handbags to high-end outerwear and classic US fashion, brands including Tapestry Inc, Ralph Lauren and Canada Goose Holdings all reported recent quarterly sales surges in China, driven by Generation Z or Gen Z shoppers – those born roughly between 1997 and 2012 – localised marketing campaigns and strong Chinese New Year demand.
For foreign apparel companies, China is again becoming a critical growth engine.
Tapestry, parent company of Coach and Kate Spade New York, delivered some of the strongest signs of momentum.
The company said China sales jumped 55% in the third quarter ended March 28, 2026 (3Q26), helping drive a 30% increase across the Asia-Pacific on a constant-currency basis.
The surging business resulted from a strategy of focusing on young consumers.
The company added more than 2.4 million new customers globally during the 3Q26, with Gen Z consumers accounting for more than 35% of those acquisitions.
Coach handbags proved especially popular, with unit sales rising more than 20% alongside low double-digit increases in average selling prices.
The brand has established a presence in over 90 cities nationwide, with more than 350 stores spanning tier-one to tier-four markets.
It will soon roll out targeted plans for nearly 200 additional cities this year.
The performance shows strong evidence that Chinese consumers remain willing to spend on brands that combine craftsmanship, accessibility and cultural relevance.
Tapestry chief executive officer Joanne Crevoiserat said the company’s focus on younger shoppers and localised engagement was helping fuel growth in China.
To coincide with Chinese New Year celebrations, Coach partnered with Chinese streetwear label Clot on an immersive campaign that blended gaming, cafes, exclusive merchandise and community events.
The initiative was designed to deepen connections with younger consumers, while reinforcing the brand’s local relevance.
“Our strategy of getting behind a real focus on Gen Z consumers is driving our business with new customer acquisition,” said Crevoiserat.
Crevoiserat added that the group stayed closely attuned to Chinese consumers, with a particuar focus on the lifestyles, values and consumption preferences of younger generations.
As Chinese consumers increasingly prioritise quality, emotional connections and self-expression, the company is forging lasting and profound emotional bonds with them through localised product development, omnichannel engagement and deeper cultural resonance, she said.
Initiatives like the “China Cool” project support the growth of young Chinese design talent, infusing the brand with local inspiration and vitality. — China Daily/ANN
