Coach has partnered with metaverse platforms Roblox and Zepeto to support its Spring 2024 collection’s campaign theme, “Find Your Courage.” The luxury brand will offer items to help users playing the competitive Roblox fashion games Fashion Famous 2 and Fashion Klossette and in the Zepeto social avatar app.
The campaign follows virtual human Imma’s journey of self-discovery toward finding the courage to be real. Imma travels through five different themed worlds on her journey, with each world containing unique ready-to-wear pieces and accessories. Coach, a Tapestry brand, is bringing three of these worlds — Floral World, Summer World and Colorful World — into these immersive spaces, where users can style their avatars with Coach pieces.
Participants can enter these transformed worlds, coordinate the perfect Coach outfit for the competition theme and walk for the judges in hopes of winning the most points. Coach’s cross-experience scavenger hunt also offers fans the opportunity to win their very own virtual Coach piece by collecting hidden items and competing on the runways in both Fashion Klossette and Fashion Famous 2.
“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.”
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From now through July 21, the Coach House on Fifth Avenue in New York City will offer a special hands-on experience with these collaborations. The Find Your Courage collaboration will be available beginning today in Zepeto on all iOS and Android devices, and the Fashion Famous 2 and Fashion Klossette takeovers will be available from July 19 to August 19 on all Roblox-compatible devices.
Coach executive David Lehman discussed the brand’s metaverse strategy at the Retail Innovation Conference & Expo in June 2023. Among the brands that have created metaverse experiences are Claire’s, Walmart, Clinique, Tommy Hilfiger, Aéropostale and Nike.
