Customer Stories / Retail & Wholesale / United States
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Tapestry Collects Feedback from Thousands of Store Associates Using AWS
Learn how fashion retailer Tapestry built a foundation for generative AI development using Amazon Bedrock.
30,000 pieces of feedback
collected in 1 year
8 weeks
for Tapestry and AWS Professional Services to develop Ask Rexy
10x faster development
of generative AI solutions
Overview
For luxury retailers, understanding customer preferences and empowering frontline staff can make the difference between a thriving brand and one that falls behind. Tapestry, the parent company of iconic brands like Coach, faced a critical challenge: how to efficiently gather, synthesize, and act upon feedback from thousands of store associates.
Tapestry turned to Amazon Web Services (AWS) to develop a generative artificial intelligence (AI) engine. The retailer then used this innovative solution to build two applications: Tell Rexy and Ask Rexy. These solutions have not only transformed how Tapestry collects associate feedback but also paved the way for more informed decision-making across its business.
![Photo of shoppers of handbags Photo of shoppers of handbags](https://d1.awsstatic.com/AdobeStock_530837314.b26c3a6b2b84c5b42407b552ccc09e5832cdb461.jpeg)
Opportunity | Using AWS to Improve Retail Insights for Tapestry
Tapestry is a global house of brands, including Stuart Weitzman, Kate Spade New York, and Coach. The company employs over 18,000 people, many of whom are frontline retail associates who work directly with customers. These associates possess invaluable insights into customer preferences, product performance, and store operations.
However, Tapestry lacked an efficient way to capture and harness this wealth of information. Corporate teams regularly visited stores, but these visits only yielded anecdotal information that could not be scaled or analyzed across the entire retail network. To bridge the gap between the shop floor and corporate decision-makers, Tapestry needed a scalable, extendable solution that could turn fragmented insights into actionable business intelligence.
As a data-driven organization, Tapestry recognized the potential of generative AI to solve this challenge, and it turned to AWS for the technology to power a new solution. “A lot of our core data systems run on AWS,” says Muhammad Chaudhry, global head of data engineering at Tapestry. “AWS had the services available that were suited to our needs; the synergy already existed, and the foundation was already in place. Whenever we have used AWS for new projects, they have always been successful.”
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Using AWS, we’re generating the kinds of insights that help our teams to be even more successful."
Deepak Chandak
Senior Director, Omni-Innovations and Product Management, Tapestry
Solution | Collecting 30,000 Pieces of Associate Feedback in 1 Year
Tapestry’s engineering team used close to 20 AWS services to develop a generative AI engine that can be used to build various applications for both its retail stores and corporate offices. Amazon Bedrock—a fully managed service that offers a choice of high-performing foundation models from leading AI companies—serves as the foundation, hosting the large language model that powers the engine’s generative AI capabilities. As of October 2024, the team has built two applications: Tell Rexy and Ask Rexy. Tell Rexy is a feedback collection app that is used by store associates to share their observations and experiences throughout the workday. Ask Rexy is a chatbot that lets corporate analysts at Tapestry query and gain insights from the collected feedback data.
The Tell Rexy app is deployed on store devices like tablets and point-of-sale systems so that associates can provide feedback throughout their shifts. Associates can speak their observations, which are then turned into written text using Amazon Transcribe, a fully managed automatic speech recognition service. The app also incorporates Amazon Translate, a neural machine translation service, to help associates provide feedback in their preferred language. This feedback is automatically translated into English for centralized processing. By removing language barriers, Tapestry can capture and use valuable insights from all associates across its global workforce.
“We’ve got Tell Rexy live across most of our North American Coach stores,” says Deepak Chandak, senior director of omni-innovations and product management at Tapestry. “It has been used by several thousand associates, and we’ve gathered close to 30,000 feedback pieces in 1 year. And with the chatbot feature, we’ve also empowered our stakeholders internally to
gather relevant insights.”
By implementing Tell Rexy, Tapestry has improved its ability to address store-specific needs and manage its inventory. Associates can use the app to communicate about the products that their customers are demanding, which helps the company decide which items to stock in different locations. This near real-time feedback loop has helped align inventory and local customer preferences, which may help reduce lost sales due to stock issues.
“If we’re not giving associates the right products, they’re losing sales,” says Chandak. “Now, using Tell Rexy, they’re telling us what items they need, and now, we can make systematic changes to our merchandising processes.”
This improved communication not only helps address immediate concerns but also fosters a sense of value and inclusion among frontline staff. As a result, Tapestry has created a more engaging work environment, which may, in turn, improve the level of service that customers receive.
“The beauty of this project is that we’ve templated it and made it a service, so now this foundational capability can easily be used to spin off personalized knowledge bases from any business function across the value chain,” says Fabio Luzzi, global head of data and analytics technology at Tapestry. “This approach lets us rapidly scale our AI-driven insights across the entire organization, empowering teams with tailored, actionable intelligence.”
Outcome | Accelerating Generative AI Development Using AWS
Tell Rexy and Ask Rexy have helped Tapestry bridge the gap between in-store knowledge and corporate decision-making, ultimately contributing to a more productive workforce and improved customer experience. “Using AWS, we’re generating the kinds of insights that help our teams to be even more successful,” says Chandak.
With the generative AI engine in place, the retailer is poised to build upon this success. The company’s Kate Spade New York stores are next in line to adopt the applications. Tapestry plans to expand the use of the generative AI engine across its company, with other business units already developing internal applications for their own use cases. This extensible engine has accelerated Tapestry’s ability to develop new AI-powered applications by 10 times—and the company anticipates even greater innovations and efficiencies in the future.
About Tapestry
Tapestry is a luxury fashion retailer based in New York that operates on a global scale. It is the parent company for the iconic brands Coach, Kate Spade New York, and Stuart Weitzman.
AWS Services Used
Amazon Bedrock
Amazon Bedrock is a fully managed service that offers a choice of high-performing foundation models (FMs) from leading AI companies like AI21 Labs, Anthropic, Cohere, Luma (coming soon), Meta, Mistral AI, poolside (coming soon), Stability AI, and Amazon through a single API,
along with a broad set of capabilities you need to build generative AI applications with security, privacy, and responsible AI.
Amazon Transcribe
Amazon Transcribe is a fully managed, automatic speech recognition (ASR) service that makes it easy for developers to add speech to text capabilities to their applications.
Amazon Translate
Amazon Translate lets you localize content for diverse global users and translate and analyze large volumes of text to activate cross-lingual communication between users.
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