Fashion is getting into gaming, and Coach is joining the party, partnering with Roblox and ZEPETO to bring its Spring/Summer 2024 collection into the digital space. The move into the virtual world is a part of Coach’s “Find Your Courage” campaign, which has featured Lil Nas X, Lee Young Ji, and Wu Jinyan. The Fashion meets gaming move will allow users to explore digital identities with wearables available in Fashion Famous 2 and Fashion Klossette on Roblox and ZEPETO from July 19.
Coach’s gaming expansion sees the New York label add another layer to the storytelling seen in the “Find Your Courage” campaign, where virtual human Imma embarks on a journey of self-discovery, finding the courage to be their real self. This will allow players to extend their own self-expression into the online world, and who can argue with that?
Why gaming?
If you’re wondering why Coach is taking its New York energy into the world of gaming, then listen to this. Research from Roblox reveals that 84% of Gen Z say their avatar style influences their real-world fashion choices, and over 50% prioritise their avatar’s appearance over their physical appearance.
What will it look like?
There will be three themed “Find Your Courage” experiences: “Colourful World,” “Summer World,” and “Floral World.” These experiences will allow users to style their avatars with Coach pieces, including the iconic Tabby, the storied Coach bag from the 1970s. This bag reflects Coach’s longevity and cultural relevance, which continues to attract wearers both in the real world and in the virtual world.
Virtual runways
On Roblox, Fashion Klossette (the Karlie Kloss-founded destination for fashion and expression on Roblox) and Fashion Famous 2, the Roblox fashion game, users are offered the chance to build out their in-game wardrobe with Coach’s “Floral World” and “Summer World” themes. This move marks the first-ever luxury brand integration in Fashion Famous 2. Fans will be able to dress their avatars in free Coach-inspired fashion items or by purchasing pieces from the original Coach 2024 collection using in-game currency.
As part of Coach’s partnership with social avatar platform ZEPETO, users will be able to dress their avatars in the latest Coach collections in collaboration with top creator NOVA. But it gets better—you can make branded user-generated content, including short-form videos. Coach is the first brand to release a limited-edition item on ZEPETO, which will allow items to be purchased with the platform’s virtual currency. And it’s a pretty big deal considering the platform boasts more than 400 million users.
Speaking on the partnership, Coach’s global Chief Marketing Officer, Sandeep Seth, described Coach’s move into the virtual world as a way to create “a space where people can express their individuality and style in an environment where they feel most at home.” The move undoubtedly has advantages for Coach, allowing a new space for people to interact with its products in a truly creative format.
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