Fashion brand Coach announced today that it is bringing its Spring 2024 collection to the metaverse via a partnership with Roblox and social platform Zepeto. The new move to the digital space is part of Coach’s “Find Your Courage” campaign, and for Roblox users, they can find the new collection in Fashion Klossette and Fashion Famous 2 from July 19 through August 19.
The campaign follows a digital person who goes on a journey of discovery through five digital world. The Roblox experiences host three of those worlds, where users can clothe their avatars in Coach’s items, such as its quilted tabby handbag. They can use Coach-inspired free pieces or purchase items from the Spring 2024 collection. A 2023 report from Roblox showed that 56% of Gen Z users cared more about styling their avatars than themselves, while 42% said they’d expanded their physical style to match their avatar, and 84% said their real selves were at least somewhat inspired by their digital avatars.
In addition to the collection on Roblox, Coach is also offering Zepeto users access to the collection. Users on Zepeto can access an exclusive photo booth based around one of the campaign’s worlds, and purchase a limited edition item offered by the brand via the app’s premium currency. The items are available on Zepeto starting on July 19.
Sandeep Seth of Tapestry, Coach Global CMO and Chief Growth Officer, said in a statement, “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. It’s about creating a space where people can express their individuality and style in an environment where they feel most at home.”
