Coach ventures into gaming with bold digital fashion collection
The luxury fashion brand has launched the digital ‘Find Your Courage’ Spring fashion collection on Roblox and Zepeto.
Luxury fashion brand Coach is expanding its digital horizons with a new gaming and virtual space initiative. Following its involvement in Metaverse Fashion Week in 2023, Coach is now making its debut in gaming and virtual worlds with a vibrant new collection.
On July 19, Coach will launch the "Find Your Courage" Spring 2024 collection on popular virtual platforms including Roblox’s Fashion Famous 2 and Fashion Klossette, as well as the avatar-based social app Zepeto.
This campaign invites users to immerse themselves in Coach's digital universe, where they can style their avatars in the latest Coach designs and accessories. The collection introduces users to a virtual character named Imma, who embarks on a journey of self-discovery across five themed worlds that explore different facets of self-expression.
Explore frequently asked questions
Research indicates that 84% of Gen Z users believe their avatar’s style impacts their real-world fashion choices. In response, Coach is offering a unique opportunity to explore virtual fashion through experiences such as Colorful World, Summer World, and Floral World. These themed environments allow users to dress their avatars in Coach’s new collection, including the highly sought-after Quilted Tabby shoulder bag.
Fashion Famous 2 and Fashion Klossette will feature immersive runway environments where users can showcase their avatars’ new looks and compete for fashion accolades. Additionally, a cross-platform scavenger hunt will let fans collect hidden items and win exclusive virtual Coach pieces.
“Entering immersive platforms with Find Your Courage represents an exciting moment for Coach, marking our innovative leap into connecting with a younger, digital-first audience,” said Sandeep Seth, Tapestry, chief growth officer and Coach global CMO, in a statement. “It’s about creating a space where people can express their individuality and style in an environment where they feel most at home.”
Advertisement
To celebrate the launch, Coach’s Fifth Avenue store in New York City will host a special pop-up event from July 19 to 21.
The Find Your Courage collection will be available from July 19 on Zepeto, and from July 19 to August 19 on Roblox-compatible devices. The campaign is spearheaded by partner agencies including PR agency Swipe Right, design studio De-Yan, and virtual design studio Cycymymy Studios.
Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.