Dive Brief:
- Coach announced its metaverse debut on July 18 through a partnership with Zepeto and Roblox, per details sent to sister publication Retail Dive. Marketing its Spring 2024 collection, the effort features themed digital wearables on Roblox’s Fashion Klosette and Fashion Famous 2 runway games, and on social avatar app Zepeto.
- The metaverse experience builds on Coach’s “Find Your Courage” campaign, which follows virtual character Imma on her journey of self-discovery through a series of immersive worlds. Three of the worlds she travels through are reflected on Roblox and Zepeto.
- Coach’s partnership with Roblox includes themed backdrops for its runway games, and both free virtual fashion items and purchasable products from its spring collection with in-game currency. Fans can also win a virtual Coach piece by collecting hidden items and winning runway challenges. The effort will be available on Roblox until Aug. 19.
Dive Insight:
Per a Roblox survey cited by Coach, 84% of its Generation Z respondents say their game avatar’s style influences real-world fashion choices, and over half choose to prioritize their avatars' style over their own physical appearance. With this in mind, Coach is using the metaverse to reach the younger generation and hopefully be a part of their digital self-expression.
“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,” Sandeep Seth, Tapestry’s chief growth officer and Coach’s global chief marketing officer, said 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.”
Coach also launched a video booth experience on Zepeto inspired by its “Find Your Courage” campaign. Short-form videos and other branded user-generated content can be made on the app. Per the two, Coach is the first luxury brand to release a limited-edition item on the app’s virtual store.
The Coach House on Fifth Avenue in New York City also held a pop-up experience inspired by the collaborations. Coach isn’t the only brand connecting real-world commerce to Roblox. As many brands and fashion houses alike introduce themselves in virtual worlds, connecting to the physical is a common tactic, such as E.l.f. Beauty did in its extended partnership with the gaming platform. This month, the beauty brand offered users the option to buy a physical hoodie via a virtual Roblox kiosk, celebrating the brand’s commitment to cruelty-free products.
