Fans of popular social platform ZEPETO and major Roblox fashion experience Fashion Klossette and Fashion Famous 2 can explore transformative re-themes and fashion collections based on three immersive worlds from Coach’s latest campaign
Step into a world where fashion meets fantasy. Today, Coach announces its entry into leading immersive platforms and virtual experiences by partnering with leading platforms Roblox and ZEPETO to bring its vibrant Spring 2024 collection to the digital space. This move supports Coach’s “Find Your Courage” campaign, fostering self-expression and allowing users to explore their identities with themed digital wearables available in Fashion Famous 2 and Fashion Klossette on Roblox and ZEPETO from July 19.
Bringing the “Find Your Courage” Campaign to Digital Realms
The “Find Your Courage” campaign follows virtual human imma as she embarks on a journey of self-discovery and ultimately finds the courage to be real. On her journey, imma travels through five different themed worlds, each created to speak to a different step in the journey toward self-expression, and each with its own unique set of ready-to-wear pieces and accessories. As an extension of “Find Your Courage,” Coach is bringing three of these worlds into the immersive and social avatar space.
Research from Roblox reveals that 84% of Gen Z say their avatar style influences their real-world fashion choices, and over 50% prioritize their avatars’ style over their physical appearance. Enriching this experience, Coach is set to further empower users in the metaverse to express their unique fashion identities. By choosing Roblox and ZEPETO, Coach aims to reach millions through immersive virtual and social experiences that merge fashion with digital self-expression.
This innovative step embodies the essence of “Find Your Courage” by extending it into virtual environments. Users can explore and express their unique fashion identities within immersive, digital landscapes, making high-end fashion more accessible and interactive than ever before. These platforms now host three themed “Find Your Courage” experiences—Colorful World, Summer World and Floral World—where users can style their avatars with Coach pieces, including the iconic Quilted Tabby, a symbol of Coach’s timeless style and modern luxury that continues to capture the hearts of fashion enthusiasts, and enhance their digital wardrobes with virtual luxury items.
Exploring Coach’s Dynamic Fashion Worlds on Roblox and ZEPETO
On Roblox, Fashion Klossette and Fashion Famous 2 offer the chance to evolve their fashion sense with Coach’s Floral World and Summer World themes. This collaboration marks the first- ever luxury brand integration in Fashion Famous 2. With over 30 million visits to Fashion Klossette and over 2.2bn visits to the original Fashion Famous, these competitive runway experiences feature fully transformed backdrops, from Fashion Klossette’s daisy-filled design area inspired by Floral World, to Fashion Famous 2’s New York-inspired subway stage surrounded by Summer World’s pink fields.
Fans can effortlessly express every pixel of their personality by coordinating free Coach-inspired fashion items or purchasing pieces from the original Coach 2024 Spring Collection with in-game currency. Participants can enter these transformed worlds, coordinate the perfect Coach outfit for the competition theme and walk for the judges in hopes of winning the most points. Coach’s cross-experience scavenger hunt also offers fans the opportunity to win their very own virtual Coach piece by collecting hidden items and competing on the runways in both Fashion Klossette and Fashion Famous 2.
Coach has also launched an immersive experience on the social avatar app ZEPETO, featuring an exclusive video booth inspired by the campaign’s Colorful World. With over 400 million users, ZEPETO allows avatars to be styled with the latest Coach collections, created in collaboration with top creator NOVA. Users can effortlessly create branded user-generated content, including short form-videos. Coach is the first luxury brand to release a limited-edition item on ZEPETO, with a virtual store offering Coach items purchasable with premium in-game currency.
“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,” says Sandeep Seth, Tapestry, Chief Growth Officer and Coach Global CMO. “It’s about creating a space where people can express their individuality and style in an environment where they feel most at home.”
From July 19-21, the Coach House on Fifth Avenue in New York City opens its doors to the public for a special hands-on experience with these inspired collaborations. Step into this limited-time pop-up to experience self-expression with Coach fashion, both virtually and in the physical world.
The Find Your Courage collaboration will be available July 19 in ZEPETO on all IOS and Android devices, and the Fashion Famous 2 and Fashion Klossette takeovers will be available July 19 until August 19 on all Roblox compatible devices.
