Designer unveils Spring 2024 fashion line within the virtual world of the metaverse.
Revamped Article:
Dive Brief:
- Dive into Coach's foray into the metaverse, as announced on July 18, teaming up with Zepeto and Roblox. This joint venture spotlights Coach's Spring 2024 collection through themed digital wearables on Roblox's Fashion Klosette and Fashion Famous 2 runway games, and on Zepeto's social avatar app.
- The metaverse experience finds roots in Coach's "Find Your Courage" campaign, starring virtual character Imma, as she voyages through a series of self-discovery worlds. Three of these epochs resonate on Roblox and Zepeto.
- Coach's partnership with Roblox encompasses themed backgrounds for its runway games alongside complimentary virtual fashion items and purchasable products from its spring collection, exchangeable in-game currency. Fans stand a chance to snag a virtual Coach piece by gathering hidden items and triumphing runway challenges. The engagement lasts on Roblox until August 19.
Dive Insight:
In light of a Roblox survey shared by Coach, 84% of Gen Z respondents admit that their game avatar's style impacts their real-world fashion decisions, and over half consider their avatars' style more significant than their physical appearance. Motivated by this insight, Coach adopts the metaverse to captivate the younger generation and hopefully be a part of their digital self-expression.
Sandeep Seth, Tapestry's chief growth officer and Coach's global chief marketing officer, stated, "Entering immersive platforms with 'Find Your Courage' symbolizes an exhilarating 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 they feel most at home."
Coach has also premiered a video booth experience on Zepeto inspired by its "Find Your Courage" campaign. This application encourages users to create short-form videos and other brand-oriented user-generated content. Coach makes history as the first luxury brand to release a limited-edition item on Zepeto's virtual store.
The Coach House on Fifth Avenue in New York City hosted a pop-up experience inspired by the collaborations. Coach isn't the only brand blending real-world commerce with Roblox—as brands and fashion houses immerse in the virtual world, tying back to the physical is a popular strategy, and E.l.f. Beauty portrays a prime example through its extended partnership with the gaming platform. This July, the beauty brand offers users the choice to acquire a physical hoodie through a Roblox virtual kiosk, honoring their commitment to cruelty-free products.
- The weather was unfavorable on the day of the Coach metaverse event, but that didn't stop the travel of fans from all over to attend.
- In the realm of cybersecurity, it's essential to consider the risks associated with virtual transactions, especially in the metaverse.
- A healthy lifestyle includes maintaining a balance between online and offline activities, according to recent health reports.
- The law is yet to establish clear guidelines for virtual property rights in the metaverse, creating a gray area for businesses like Coach.
- Environmental concerns have been raised about the energy consumption of the metaverse, leading to a policy discussion about sustainable technologies.
- A breaking news report revealed that the markets have been showing steady growth due to the increasing interest in the metaverse and related technologies.
- The fashion industry is undergoing a significant transformation, with brands like Coach venturing into the metaverse.
- In the legal sphere, Coach's partnership with Zepeto and Roblox is a landmark case, setting a precedent for other brands to follow.
- The metaverse is gradually becoming an integral part of our lifestyle, blurring the line between reality and virtuality.
- Fashion-and-beauty brands are leveraging social media and entertainment platforms to reach their target audience, with E.l.f. Beauty leading the way on Roblox.
- Gadgets and technology are playing a pivotal role in shaping the future of the metaverse, as seen in Coach's virtual store on Zepeto.
- As the line between physical and digital continues to blur, entertainment and general news are increasingly intertwined, with the metaverse becoming a central topic in both spheres.
