Coach Makes Metaverse Debut with Digital Fashion Collection July 2024
TL;DR
Coach launches its first metaverse fashion collection.
'Find Your Courage' collection available on Roblox and Zepeto.
Immersive experiences for younger, digital-savvy audiences.
Real-world pop-up event to complement virtual fashion.
Coach, the luxury fashion brand, is making its metaverse debut with the launch of the digital "Find Your Courage" Spring 2024 fashion collection on popular virtual platforms like Roblox and Zepeto. This bold move is aimed at connecting with a younger, digital-first audience. Users can dress their avatars in Coach's iconic designs, including the coveted Quilted Tabby shoulder bag, across multiple themed worlds.
The collection features several unique virtual fashion experiences, including Colourful World, Summer World, and Floral World, where users can dress their avatars in Coach's latest designs. Additionally, Fashion Famous 2 and Fashion Klossette on Roblox will offer immersive, competitive runway environments where users can showcase their avatars' new looks and compete for top fashion honours. A cross-experience scavenger hunt allows fans to collect hidden items and win virtual Coach pieces.
Sandeep Seth, Chief Growth Officer and Coach Global CMO at Tapestry, commented:
“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. It’s about creating a space where people can express their individuality and style in an environment where they feel most at home.”
To bring the virtual experience into the real world, Coach's Fifth Avenue store in New York City will host a special pop-up event from July 19 to 21 2024. The Find Your Courage collection will be available from July 19 on Zepeto and from July 19 to August 19 on Roblox-compatible devices.
Key Take-aways
Coach enters the metaverse with a bold digital fashion collection.
The collection is available on Roblox and Zepeto.
Themed worlds offer immersive fashion experiences.
Real-world pop-up event complements the virtual fashion collection.
Our Concluding Thoughts
The metaverse debut of Coach's "Find Your Courage" collection marks a significant strategic move in the fashion industry. As the metaverse continues to shape consumer behaviours, Coach is poised to capitalise on the trend by offering unique virtual fashion experiences that transcend the real world.
This innovative approach can help the brand connect with a younger, tech-savvy audience, ensuring its relevance in the modern digital landscape.
❓ What do you think? Should more fashion brands be adopting this strategy? Or is this just a fad that won't add value to the Coach brand? What can we learn from this approach to digital fashion? We'd love to hear your views - sound off in the comments sections of The Fashion Guild® social media channels! Links below.
Image by: The Fashion Guild®
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