Coach is making a significant foray into the metaverse to engage Generation Z by launching immersive experiences on Roblox and Zepeto. This initiative is part of its “Find Your Courage” campaign, aiming to blend digital fashion with interactive gaming environments.(Vogue Business)
🎮 Multi-Platform Digital Fashion Experiences
Coach’s metaverse strategy includes integrations within Roblox’s Fashion Famous 2 and Fashion Klossette, as well as a dedicated experience on Zepeto. These platforms allow users to participate in styling challenges, scavenger hunts, and purchase digital apparel inspired by Coach’s Spring/Summer 2024 collection. Notably, the digital offerings feature both free and paid items, including the iconic quilted Tabby bag and leather jackets, designed to leverage the platforms’ enhanced visual effects .(Vogue Business)
🧠 Data-Driven Engagement and Insights
Beyond brand visibility, Coach aims to gather insights into consumer behavior within virtual environments. By analyzing metrics such as dwell time and user interactions, the brand seeks to understand preferences for digital fashion items and the potential for these virtual experiences to influence real-world purchasing decisions .
🌐 Expanding Digital Presence
This metaverse initiative builds upon Coach’s previous digital ventures, including participation in Metaverse Fashion Week and the implementation of augmented reality mirrors in physical stores. By embracing these digital platforms, Coach is positioning itself to connect with younger, tech-savvy consumers who value self-expression through both physical and digital fashion .(Vogue Business)
Coach’s strategic move into the metaverse reflects a broader trend in the fashion industry, where brands are exploring digital spaces to foster community, drive engagement, and ultimately, influence purchasing behavior among younger demographics.
