Coach is entering the gaming world with its spring 2024 collection debuting on Roblox and Zepeto this Thursday. This initiative supports Coach’s “Find Your Courage” ad campaign, promoting self-expression with themed digital wearables available in Roblox’s Fashion Famous 2, Fashion Klossette, and Zepeto.

“We’ve been creating experiences in physical spaces, and launching our new campaign for spring made this the right time to enter gaming,” said Giovanni Zaccariello, Coach’s senior vice president of global visual experience. The spring campaign, launched in February, focused on self-expression through five worlds, seamlessly connecting with Zepeto and Roblox. “It’s step one of many,” he added.

Coach selected these self-expression gaming platforms for their alignment with the “Find Your Courage” brand positioning. Players can choose their avatars, express themselves through clothing and bags, and engage with Coach’s iconic Tabby bag, which stood out in these games.

Coach Launches Virtual Worlds Products On Roblox And Zepeto - The Impression

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A view inside Roblox’s Fashion Famous 2.

Roblox research shows 84 percent of Gen Z’s avatar style influences their real-world fashion choices, with over 50 percent prioritizing their avatar’s style. By choosing Roblox and Zepeto, Coach aims to reach millions through immersive virtual experiences that blend fashion with digital self-expression.

The “Find Your Courage” campaign follows virtual human Imma’s journey of self-discovery through five themed worlds, each representing a step toward self-expression with ready-to-wear and accessories. Coach will bring three of these worlds into the avatar space.

“There are runway shows, scavenger hunts, and a photo booth,” said Kimberly Wallengren, Coach’s vice president of marketing for North America. Coach’s research indicates Gen Z and Gen Alpha enjoy expressing different selves daily.

This collaboration marks the first luxury brand integration in Fashion Famous 2. Players can coordinate free Coach-inspired items or purchase pieces from the Coach 2024 spring collection with in-game currency, competing for points and prizes in Fashion Klossette and Fashion Famous 2.

Coach’s immersive experience on Zepeto includes an exclusive photo booth inspired by the campaign’s Colorful World. With over 400 million users, Zepeto allows avatars to style themselves with the latest Coach collections in collaboration with top creator Nova.

Coach is the first luxury brand to release a limited-edition item on Zepeto, offering a virtual store with purchasable Coach items. “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,” said Sandeep Seth, chief growth officer and Coach global chief marketing officer at Tapestry, Coach’s parent company.

“It’s about creating a space where people can express their individuality and style in an environment where they feel most at home.”

From Friday to Sunday, the Coach House on Fifth Avenue in New York will offer a special hands-on experience with these collaborations. The “Find Your Courage” collaboration will be available Friday in Zepeto on all iOS and Android devices, and the Fashion Famous 2 and Fashion Klossette takeovers will be available Friday through Aug. 19 on all Roblox-compatible devices.

Wallengren emphasized that while there is a sales opportunity, the primary goal is engagement. “If we can attract one or a million people who have never heard of us or can be reintroduced to us, that’s the goal,” she said.

“We didn’t build the worlds ourselves but joined existing ones. In Fashion Famous, there are 2.2 billion people potentially wearing Coach products. We are not making money from it, but creating an emotional connection with these potential customers is as important as the economics,” Zaccariello said. He noted that this interaction might lead to future purchases or increased brand searches online.