By Edward Regue
Luxury fashion house Coach is stepping boldly into the digital realm with the launch of its “Find Your Courage” Spring 2024 collection on the virtual platforms Roblox and Zepeto. This exciting venture highlights Coach’s innovative spirit and desire to engage with a younger, tech-savvy audience in immersive new ways.
Starting July 19, fashion enthusiasts can dive into Coach’s vibrant digital universe through Roblox’s Fashion Famous 2 and Fashion Klossette, as well as the avatar-based social app Zepeto. This initiative, part of Coach’s ongoing effort to blend fashion with interactive digital experiences, invites users to style their avatars in the latest Coach designs and accessories, embodying the collection’s spirit of self-discovery and expression.
At the heart of this virtual campaign is Imma, a character who embarks on a journey through five uniquely themed worlds, each representing different facets of personal expression. From the lively hues of Colorful World to the tranquil vibes of Summer World and the blossoming elegance of Floral World, users can explore and dress their avatars in Coach’s latest pieces, including the coveted Quilted Tabby shoulder bag.
The immersive experience doesn’t stop there. Fashion Famous 2 and Fashion Klossette will host dynamic runway environments where users can showcase their avatars’ new looks and compete for fashion accolades. A cross-platform scavenger hunt adds an element of adventure, with fans collecting hidden items and winning exclusive virtual Coach pieces.
“Entering immersive platforms with ‘Find Your Courage’ marks a thrilling moment for Coach,” said Sandeep Seth, Tapestry’s Chief Growth Officer and Coach’s Global CMO. “It’s about creating a space where individuals can express their style and individuality in a digital environment that feels like home.”
To celebrate this digital debut, Coach’s Fifth Avenue store in New York City will host a special pop-up event from July 19 to 21. This physical event complements the digital campaign, offering a tactile connection to Coach’s innovative leap into virtual fashion.
The collection will be available on Zepeto starting July 19 and on Roblox-compatible devices from July 19 to August 19. This campaign, crafted with the expertise of PR agency Swipe Right, design studio De-Yan, and virtual design studio Cycymymy Studios, underscores Coach’s commitment to integrating fashion with cutting-edge technology.
As a proud member of the Web3 & Metaverse Marketing Network, I’m particularly excited about how Coach is leveraging these platforms to create engaging, immersive experiences that resonate with a younger generation. Research indicates that 84% of Gen Z users believe their avatar’s style impacts their real-world fashion choices, making this a strategic move to influence and inspire digital self-expression.
Coach’s venture into the metaverse is not just about fashion; it’s about pushing the boundaries of how we experience style in the digital age. With “Find Your Courage,” Coach is setting new standards for the industry, blending luxury with technology to create a dynamic, interactive fashion experience that bridges the gap between the virtual and the real.
Stay tuned as Coach continues to redefine the future of fashion, one digital step at a time.
