Coach has recently announced a new partnership with Roblox and Zepeto to bring its Spring 2024 collection to the digital space. This collaboration is part of Coach’s “Find Your Courage” campaign, aimed at engaging with a younger, digital-first audience in a unique way.
For Roblox users, the new collection will be available in Fashion Klossette and Fashion Famous 2 from July 19 to August 19. Players can explore three digital worlds within Roblox, where they can dress up their avatars in Coach’s iconic items like the quilted tabby handbag. Users have the option to use Coach-inspired free pieces or purchase items from the latest collection.
According to a 2023 report from Roblox, a significant number of Gen Z users are more focused on styling their avatars than themselves. Many users have even started to adapt their physical style to match their digital avatars, showing the influence of virtual worlds on real-life fashion choices.
In addition to Roblox, Coach is also offering Zepeto users access to the exclusive collection. Zepeto users can enjoy a special photo booth experience based on one of the campaign’s worlds and purchase a limited edition item using the app’s premium currency. The collection will be available on Zepeto starting July 19.
Sandeep Seth, Coach Global CMO and Chief Growth Officer at Tapestry, expressed excitement about the brand’s venture into immersive platforms with the “Find Your Courage” campaign. He emphasized the importance of creating a space where individuals can express their unique style and personality in a digital environment that resonates with them.
This strategic move by Coach not only showcases the brand’s innovation but also highlights the growing trend of fashion brands embracing the metaverse to connect with younger audiences. By tapping into popular platforms like Roblox and Zepeto, Coach is able to engage with users in a creative and interactive way, blurring the lines between virtual and physical fashion experiences.
As the fashion industry continues to evolve in the digital age, collaborations like this one between Coach, Roblox, and Zepeto pave the way for new and exciting possibilities in the world of virtual fashion and entertainment. It will be interesting to see how other brands follow suit and explore the potential of metaverse partnerships to reach and engage with consumers in innovative ways.
