Coach Expands into Gaming with Spring 2024 Collection on Roblox and Zepeto
Coach is set to debut its spring 2024 collection on Roblox and Zepeto this Thursday. This move aligns with Coach’s “Find Your Courage” ad campaign, emphasizing self-expression. Users can engage with themed digital wearables in Roblox’s Fashion Famous 2, Fashion Klossette, and Zepeto starting Friday.
Giovanni Zaccariello, senior vice president, global visual experience at Coach, stated, “Knowing that we launched the new campaign for spring, this felt like the right time [to enter gaming]. It’s step one of many.”
Coach chose Roblox and Zepeto due to their alignment with the company’s brand positioning of self-expression. Through avatars, players can express themselves with clothing and bags, with the Coach Tabby bag prominently featured.
According to Roblox research, players’ avatar style influences their real-world fashion choices. Coach aims to reach millions through these platforms to merge fashion with digital self-expression.
The “Find Your Courage” campaign follows virtual human Imma on a journey of self-discovery. Coach will bring three themed worlds from the campaign to the gaming space.
Players can engage with Coach-inspired fashion items for free or purchase pieces from the original Coach 2024 spring collection. Coach has also launched an immersive experience on Zepeto, featuring a virtual store with purchasable Coach items.
Sandeep Seth, chief growth officer and Coach global chief marketing officer at Tapestry, stated, “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.”
The Coach House on Fifth Avenue in New York will host a special hands-on experience with these collaborations from Friday to Sunday. The gaming collaborations will be available until August 19 on compatible devices.
Kimberly Wallengren, Coach’s vice president of marketing for North America, emphasized the project’s goal is to engage with the brand and introduce Coach to a broader audience. Zaccariello added, “Maybe they’ll buy the Tabby bag a year from now. Or maybe they’ll start searching for Coach on Google. It’s not a one-to-one interaction from Day One.”