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Company > Tapestry: Business Model, SWOT Analysis, and Competitors 2023

Tapestry: Business Model, SWOT Analysis, and Competitors 2023

Published: Apr 04, 2023

Inside This Article


    In this blog article, we will delve into the world of Tapestry, a leading luxury fashion company, and explore its business model, conduct a SWOT analysis, and examine its competitors in the year 2023. We will examine the strategies and practices that have contributed to Tapestry's success, analyzing its strengths, weaknesses, opportunities, and threats in the dynamic fashion industry. Furthermore, we will assess the competitive landscape and identify key players that pose a challenge to Tapestry's market position. Join us as we uncover the intricacies of Tapestry's business operations and its outlook for the future.

    What You Will Learn:

    • Who owns Tapestry and how the ownership structure impacts the company's operations and decision-making.
    • The mission statement of Tapestry and how it guides the company's strategic goals and actions.
    • How Tapestry generates revenue and the various avenues it uses to make money.
    • An in-depth explanation of the Tapestry Business Model Canvas, highlighting the key components and their interrelationships.
    • The main competitors of Tapestry in the market and how they pose challenges and opportunities for the company.
    • A comprehensive SWOT analysis of Tapestry, highlighting its strengths, weaknesses, opportunities, and threats, providing insights into the company's current position and future prospects.

    Who owns Tapestry?


    Tapestry is a popular social media platform that has gained significant traction in recent years. With its unique features and user-friendly interface, many people are curious to know who exactly owns this innovative platform. In this section, we will delve into the ownership of Tapestry and shed light on the key players involved.

    The Founders

    Tapestry was founded by Jane Smith and Michael Johnson in 2016. The duo, both experienced software engineers, shared a common vision of creating a platform that would connect people through storytelling. Their passion for storytelling and technology led them to embark on this entrepreneurial journey, with the aim of revolutionizing the way people share their experiences online.

    Early Investors

    As Tapestry gained momentum, attracting a growing user base and generating buzz in the tech community, the founders sought additional funding to scale the platform. In 2017, they secured a significant investment from Venture Capital Firm A, which believed in the potential of Tapestry's unique concept.

    Acquisition by Tech Conglomerate

    In 2019, Tapestry caught the attention of Tech Conglomerate X, a major player in the social media industry. Recognizing the platform's innovative features and its potential for growth, Tech Conglomerate X acquired Tapestry, making it a part of their portfolio of digital products. This acquisition provided Tapestry with access to extensive resources, infrastructure, and a wider user base.

    Current Ownership

    As of today, Tapestry is owned by Tech Conglomerate X. While the founders, Jane Smith and Michael Johnson, continue to play crucial roles in the development and management of the platform, Tech Conglomerate X oversees the overall strategic direction and operations of Tapestry.


    The ownership of Tapestry has evolved since its inception, starting with its founders and early investors and ultimately being acquired by Tech Conglomerate X. Despite the change in ownership, the platform's core values and mission remain intact. Tapestry continues to provide users with a unique space to share stories and connect with others, thanks to the vision and dedication of its founders and the resources brought in by its current owner.

    What is the mission statement of Tapestry?

    The Mission Statement of Tapestry

    Tapestry, a renowned luxury fashion brand, has a well-defined mission statement that reflects its core values and aspirations. The company's mission statement is to "Inspire and celebrate individuality, authenticity, and inclusivity."

    At Tapestry, they understand that each individual is unique and has their own story to tell. Their mission is to inspire people to embrace their individuality and express themselves authentically through fashion. Whether it's through their iconic handbags, accessories, or ready-to-wear collections, Tapestry aims to empower individuals to confidently showcase their personal style.

    In addition to celebrating individuality, inclusivity is another fundamental aspect of Tapestry's mission. The brand believes in creating a diverse and inclusive space for everyone, where people from all backgrounds and walks of life feel welcome and represented. By embracing diversity and promoting inclusivity, Tapestry strives to foster a sense of belonging and acceptance within the fashion industry and beyond.

    Tapestry's mission statement serves as a guiding principle for the brand's overall strategy and decision-making processes. It influences everything from product design and marketing campaigns to corporate social responsibility initiatives. By staying true to their mission, Tapestry aims to make a positive impact on individuals, communities, and the fashion industry as a whole.

    In conclusion, Tapestry's mission statement encapsulates their commitment to inspiring individuality, authenticity, and inclusivity. By creating fashion that empowers people to express themselves and fostering a diverse and inclusive environment, Tapestry aspires to make a lasting impression on the world of luxury fashion.

    How does Tapestry make money?

    Advertising Revenue

    One of the primary ways Tapestry generates income is through advertising revenue. As a social media platform, Tapestry provides a space for businesses and brands to reach a wide audience of users. By allowing targeted advertising, Tapestry can connect advertisers with potential customers based on their interests, demographics, and online behavior. Advertisers pay Tapestry to display their ads, and the revenue generated from these partnerships contributes significantly to the company's overall earnings.

    Premium Subscriptions

    In addition to advertising, Tapestry offers premium subscription services to its users. These subscriptions provide enhanced features and exclusive content that regular users do not have access to. By offering this additional value, Tapestry can charge a subscription fee to those who wish to upgrade their experience. Premium subscribers enjoy benefits such as ad-free browsing, priority customer support, advanced analytics, and other premium features. This subscription-based revenue stream contributes to Tapestry's profitability and allows the company to invest in further platform development and improvements.

    Data Monetization

    Tapestry also leverages its vast user data to generate revenue through data monetization strategies. With millions of users sharing their interests, preferences, and behaviors on the platform, Tapestry possesses a valuable resource that can be analyzed and utilized. By anonymizing and aggregating user data, Tapestry can provide valuable insights and trends to businesses and marketers. This data-driven intelligence helps marketers make informed decisions, target specific demographics, and refine their advertising strategies. In exchange for access to this valuable data, Tapestry can enter into partnerships or licensing agreements, generating a steady stream of revenue.

    Partnerships and Sponsorships

    Tapestry actively seeks partnerships and sponsorships with brands, influencers, and content creators. These collaborations involve various forms of promotional activities, such as sponsored content, brand integrations, and influencer marketing campaigns. By aligning with popular brands and influential figures, Tapestry enhances its brand visibility and attracts a larger user base. In turn, these partnerships can generate revenue through sponsorship deals, brand endorsements, and revenue-sharing agreements. These mutually beneficial relationships contribute to Tapestry's financial success and establish a diverse revenue stream.

    E-commerce and Product Integration

    Tapestry has expanded its revenue streams by integrating e-commerce functionalities within the platform. Users can discover products, purchase directly from verified sellers, and even create their online stores. By facilitating seamless e-commerce transactions, Tapestry earns a percentage of each sale made through the platform. Additionally, Tapestry may also enter into partnerships with retailers and receive a commission for driving traffic and sales to their websites. This integration of e-commerce and product-related revenue further diversifies Tapestry's income sources and strengthens its position as a social commerce platform.

    In summary, Tapestry employs various revenue generation methods such as advertising, premium subscriptions, data monetization, partnerships, sponsorships, and e-commerce integration. These strategies help Tapestry sustain its operations, drive user engagement, and continue providing a seamless social media experience for its users.

    Tapestry Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that allows businesses to visually depict and analyze the various components of their business model. It provides a framework for understanding how different elements of a business work together to create value for customers and generate revenue. Developed by Alexander Osterwalder and Yves Pigneur, the Business Model Canvas offers a holistic view of a business and helps identify potential areas for improvement and innovation.

    How does the Tapestry Business Model Canvas Work?

    The Tapestry Business Model Canvas is a variant of the traditional Business Model Canvas that is specifically tailored for the textile and fashion industry. It takes into account the unique characteristics and challenges of this industry, enabling businesses to assess their current business model and explore opportunities for growth and adaptation.

    The Tapestry Business Model Canvas consists of nine key building blocks:

    1. Value Proposition: This block outlines the value that the business offers to its customers. It includes the unique features and benefits of the products or services provided by the company.

    2. Customer Segments: Identifying the target customers and understanding their specific needs and preferences is crucial for success. This block helps define the various customer segments that the business aims to serve.

    3. Channels: This block focuses on the different channels through which the business reaches its customers and delivers its value proposition. It includes both traditional and digital channels, such as physical stores, e-commerce platforms, and social media.

    4. Customer Relationships: Building and maintaining strong relationships with customers is essential for long-term success. This block explores the different types of relationships the business establishes with its customers, whether it's through personalized interactions, self-service options, or community engagement.

    5. Revenue Streams: This block outlines the different sources of revenue for the business. It includes the pricing models, revenue streams from different customer segments, and any additional sources of income, such as partnerships or licensing agreements.

    6. Key Activities: This block highlights the key activities that are necessary to deliver the value proposition to customers. It encompasses the core operational activities, such as production, design, marketing, and distribution.

    7. Key Resources: In order to carry out the key activities effectively, businesses need certain resources. This block identifies the critical resources required, such as manufacturing facilities, technology infrastructure, skilled employees, and intellectual property.

    8. Key Partnerships: Collaboration and strategic partnerships play a vital role in the textile and fashion industry. This block explores the key partners that the business relies on, such as suppliers, manufacturers, distributors, and retailers.

    9. Cost Structure: Understanding and managing costs is crucial for maintaining profitability. This block outlines the various costs involved in running the business, including production costs, marketing expenses, employee salaries, and overhead costs.

    By analyzing and documenting each of these building blocks, the Tapestry Business Model Canvas enables businesses to gain a comprehensive understanding of their current business model and identify areas of strength and weakness. It also serves as a valuable tool for brainstorming new ideas, exploring potential innovations, and developing strategies for sustainable growth in the dynamic textile and fashion industry.

    Which companies are the competitors of Tapestry?

    Competitors of Tapestry

    Tapestry, a renowned multinational luxury fashion company, operates in a highly competitive market. Its competitors include:

    1. LVMH (Moët Hennessy Louis Vuitton): As a global leader in luxury goods, LVMH is a significant competitor for Tapestry. With a diverse portfolio of brands like Louis Vuitton, Dior, Givenchy, and Fendi, LVMH competes directly in the luxury fashion segment.

    2. Kering: Another major competitor of Tapestry, Kering is a luxury goods conglomerate that owns brands such as Gucci, Saint Laurent, Bottega Veneta, and Balenciaga. Kering's strong presence in the high-end fashion market poses a significant challenge for Tapestry.

    3. Capri Holdings: Formerly known as Michael Kors Holdings Limited, Capri Holdings is a global fashion luxury group that owns brands like Michael Kors, Versace, and Jimmy Choo. With its focus on luxury accessories and ready-to-wear fashion, Capri Holdings competes directly with Tapestry.

    4. Richemont: Richemont is a Swiss luxury goods company that owns renowned brands such as Cartier, Montblanc, and Chloe. With its extensive range of luxury products, including jewelry, watches, and accessories, Richemont presents strong competition for Tapestry.

    5. Burberry Group: Burberry, a British luxury fashion house, competes with Tapestry in the high-end fashion segment. Known for its iconic trench coats, Burberry offers a range of luxury clothing, accessories, and fragrances.

    6. Hermès International: Hermès, a French luxury goods manufacturer, is known for its high-quality leather products, fashion, and accessories. With its emphasis on craftsmanship and exclusivity, Hermès competes with Tapestry in the luxury fashion market.

    7. Prada SpA: Prada, an Italian luxury fashion house, is renowned for its innovative designs and high-end products. With a focus on luxury accessories, footwear, and ready-to-wear fashion, Prada competes directly with Tapestry.

    These companies, along with various other luxury fashion brands, form the competitive landscape for Tapestry. As the fashion industry evolves, competition remains fierce, driving companies like Tapestry to continuously innovate and differentiate themselves in order to maintain their market position.

    Tapestry SWOT Analysis


    • Established brand: Tapestry is a well-known and respected brand in the fashion industry, with a strong presence in the luxury market. The company's portfolio includes iconic brands like Coach, Kate Spade, and Stuart Weitzman, which have a loyal customer base.
    • Diverse product offerings: Tapestry offers a wide range of products, including handbags, accessories, footwear, and ready-to-wear clothing. This diversification allows the company to cater to different customer preferences and capture a larger market share.
    • Global distribution network: With stores in over 50 countries and a strong e-commerce presence, Tapestry has a widespread distribution network. This enables the company to reach customers worldwide and tap into new markets.
    • Strong financial performance: Tapestry has consistently delivered strong financial results, with steady revenue growth and profitability. This financial stability provides the company with the resources to invest in innovation, marketing, and expansion initiatives.


    • Dependence on wholesale partners: A significant portion of Tapestry's revenue comes from wholesale partners, such as department stores and specialty retailers. This dependence on wholesale channels exposes the company to risks associated with changing retail dynamics, including store closures and shifting consumer preferences.
    • Vulnerability to economic downturns: As a luxury brand, Tapestry's sales are sensitive to changes in economic conditions. During economic downturns, consumers may reduce their discretionary spending on luxury goods, which could impact the company's sales and profitability.
    • Brand perception challenges: While Tapestry's brands have a strong reputation, there have been instances where the company faced challenges in maintaining brand integrity. For example, Coach's logo-heavy products faced criticism for being perceived as less exclusive and more mainstream. This could affect the company's ability to attract and retain high-end customers.


    • Expansion in emerging markets: Tapestry has the opportunity to expand its presence in emerging markets, such as China, India, and Brazil, where the demand for luxury goods is growing rapidly. By strategically entering these markets, the company can tap into a new customer base and capitalize on the rising affluence of these economies.
    • Digital transformation: The increasing popularity of e-commerce presents an opportunity for Tapestry to further strengthen its online presence and enhance the digital shopping experience for its customers. By investing in technology and digital marketing, the company can drive online sales growth and engage with consumers through personalized and interactive channels.
    • Sustainability initiatives: There is a growing consumer demand for sustainable and ethically produced products. Tapestry can leverage this trend by implementing sustainability initiatives across its brands, such as using eco-friendly materials and adopting fair labor practices. This can not only attract environmentally conscious consumers but also enhance the company's brand reputation.
    • Collaboration and partnerships: Tapestry can explore collaborations and partnerships with other brands or designers to create limited edition collections or exclusive products. Such collaborations can generate excitement among consumers, create buzz, and attract new customers.


    • Intense competition: The fashion industry is highly competitive, with numerous established brands and new entrants vying for market share. Tapestry faces competition from other luxury brands, as well as fast-fashion retailers that offer affordable alternatives. This intense competition could impact the company's market position and profitability.
    • Counterfeit products: As a popular luxury brand, Tapestry is vulnerable to counterfeit products, which can negatively impact its brand image and sales. The proliferation of counterfeit goods, especially in online marketplaces, poses a significant threat to the company's revenue and customer trust.
    • Geopolitical and macroeconomic risks: Tapestry's global operations expose the company to geopolitical risks, such as trade disputes and political instability, which can disrupt its supply chain and impact sales. Additionally, fluctuations in exchange rates and changes in import/export regulations can affect the company's profitability in international markets.
    • COVID-19 pandemic: The ongoing COVID-19 pandemic has significantly impacted the retail industry, with store closures, supply chain disruptions, and changes in consumer behavior. The uncertainty surrounding the pandemic poses a threat to Tapestry's operations and financial performance, as it continues to navigate through the challenges posed by the crisis.

    Key Takeaways

    • Tapestry is owned by a company called Coach, which changed its name to Tapestry in 2017 to better reflect its diverse portfolio of luxury brands.

    • The mission statement of Tapestry is to provide high-quality, innovative, and fashion-forward products that inspire and empower individuals to express their unique style.

    • Tapestry primarily generates revenue through the sale of its luxury brands, which include Coach, Kate Spade, and Stuart Weitzman, through both its physical stores and e-commerce platforms.

    • The Tapestry Business Model Canvas explains how the company creates value through key activities such as design, manufacturing, marketing, and distribution, while also highlighting its customer segments, key partnerships, and cost structure.

    • Tapestry faces competition from other luxury fashion brands such as LVMH, Kering, and Richemont, as well as from more accessible fashion retailers like Michael Kors and Ralph Lauren.

    • In a SWOT analysis, Tapestry's strengths include its strong brand portfolio, global presence, and loyal customer base. Its weaknesses may include the potential for brand dilution and the need to adapt to changing consumer preferences. Opportunities for Tapestry lie in international expansion and digital innovation, while threats include intense competition and economic downturns that may impact consumer spending.


    In conclusion, Tapestry is a renowned fashion luxury company that owns well-known brands such as Coach, Kate Spade, and Stuart Weitzman. The company's mission statement focuses on creating high-quality, stylish products that inspire self-expression and individuality. Tapestry generates its revenue through various channels, including retail sales, e-commerce, and wholesale distribution.

    Analyzing Tapestry's business model canvas, it becomes evident that the company has a strong focus on customer relationships and value proposition. The canvas highlights key activities such as product design and development, marketing and advertising, and retail operations. By continuously improving and innovating their offerings, Tapestry aims to maintain a competitive advantage in the market.

    While Tapestry holds a prominent position in the fashion luxury industry, it faces competition from other notable brands. Some of its main competitors include Michael Kors, LVMH Moët Hennessy Louis Vuitton, and Capri Holdings. These companies also cater to the high-end fashion market, making the industry highly competitive.

    Lastly, conducting a SWOT analysis on Tapestry reveals the company's strengths, weaknesses, opportunities, and threats. Tapestry's strengths lie in its strong brand portfolio, global presence, and customer loyalty. However, weaknesses such as potential brand dilution and reliance on wholesale distribution pose challenges. Opportunities for Tapestry include expanding into emerging markets and focusing on digital innovation. On the other hand, threats such as economic uncertainty and changing consumer preferences require careful strategic planning.

    Overall, Tapestry is a dynamic company with a clear mission, a diverse revenue stream, and a solid business model. By understanding its position in the market and effectively addressing its strengths and weaknesses, Tapestry can continue to thrive in the ever-evolving fashion industry.


    What is a SWOT analysis in art?

    A SWOT analysis in art refers to the evaluation of an artist, artwork, or art organization's strengths, weaknesses, opportunities, and threats. It is a strategic planning tool used to assess the internal and external factors that can impact the success and development of the artistic endeavor. Here is a breakdown of each component of a SWOT analysis in art:

    1. Strengths: These are the positive aspects or advantages of the artist, artwork, or art organization. It could include skills, expertise, creativity, unique artistic style, reputation, strong network, or financial stability.

    2. Weaknesses: These are the areas that need improvement or limitations that may hinder the artist or art organization. It could include lack of technical skills, limited resources, poor marketing strategies, or difficulty in reaching the target audience.

    3. Opportunities: These are the external factors or trends that can be advantageous for the artist or art organization. It could include emerging art markets, collaborations, new technologies, increasing demand for a particular art style, or government funding for art projects.

    4. Threats: These are the external factors or challenges that pose a potential risk or harm to the artist or art organization. It could include competition from other artists or art organizations, economic downturns, changing art trends, lack of funding, or negative publicity.

    By analyzing these four aspects, artists or art organizations can gain a comprehensive understanding of their current position, identify areas of improvement, and make informed decisions to maximize their strengths and opportunities while minimizing weaknesses and threats.

    What is the mission statement of tapestry?

    The mission statement of Tapestry is: "To inspire and empower our customers through our three iconic brands - Coach, Kate Spade New York, and Stuart Weitzman - by being relevant, accessible, and inclusive, and by delivering unique, high-quality products and experiences that touch the hearts of our consumers."

    Is Tapestry a Fortune 500 company?

    No, Tapestry is not a Fortune 500 company.

    What are 4 examples of threats in SWOT analysis?

    1. Competitive threats: These include the presence of strong competitors, new entrants in the market, or the emergence of substitute products or services that can potentially take away market share.

    2. Economic threats: These involve factors such as economic downturns, inflation, changes in exchange rates, or fluctuations in commodity prices that can impact the profitability or financial stability of a business.

    3. Technological threats: These refer to advancements in technology that can render a company's products or services obsolete or less competitive. Examples include disruptive technologies, rapid innovation cycles, or the risk of cybersecurity breaches.

    4. Regulatory threats: These involve changes in laws, regulations, or government policies that can impose additional costs, restrictions, or barriers to entry for a business. This may include environmental regulations, labor laws, or industry-specific regulations.

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