Coach, the fashion brand, is taking a bold step into the metaverse by partnering with Roblox and Zepeto to bring its Spring 2024 collection to the digital space. This move is part of Coach’s “Find Your Courage” campaign, which aims to engage with a younger, digital-first audience.
Roblox users will have the opportunity to explore three digital worlds within the game and dress their avatars in Coach’s items. They can choose from Coach-inspired free pieces or purchase items from the Spring 2024 collection, including the popular quilted tabby handbag. A report from Roblox in 2023 revealed that 56% of Gen Z users cared more about styling their avatars than themselves, demonstrating the significance of virtual fashion in the lives of young people.
In addition to Roblox, Coach is also extending its reach to Zepeto users. Zepeto users can access an exclusive photo booth based on one of the campaign’s worlds and purchase a limited edition item using the app’s premium currency. This partnership allows Coach to tap into Zepeto’s user base and further expand its digital presence.
Sandeep Seth, Coach Global CMO and Chief Growth Officer, expressed excitement about entering immersive platforms with the “Find Your Courage” campaign. As he stated, this move represents an innovative leap for Coach in connecting with a younger audience. The goal is to create a space where people can express their individuality and style in an environment where they feel most at home.
This collaboration between Coach, Roblox, and Zepeto showcases the growing influence of the metaverse in the fashion industry. By entering these immersive platforms, Coach is not only reaching a wider audience but also embracing the trend of digital self-expression. The statistics from Roblox’s report highlight the strong connection between virtual avatars and real-life style choices, with many users being inspired by their digital personas.
Overall, Coach’s partnership with Roblox and Zepeto demonstrates the brand’s ability to adapt to the changing digital landscape and connect with younger consumers. By bringing its Spring 2024 collection to the metaverse, Coach is capitalizing on the growing popularity of virtual fashion and offering its audience a unique and engaging experience. This move serves as a reminder that fashion is no longer confined to physical spaces but has expanded into the digital realm, where individuality and self-expression can flourish.