Coach has made its debut in the metaverse, launching its Spring 2024 collection on the popular social platforms Zepeto and Roblox. This move supports Coach's "Find Your Courage" campaign, which aims to foster self-expression and allow users to explore their identities through themed digital wearables.
On Roblox, these wearables are available in Fashion Famous 2 and Fashion Klossette, while Zepeto offers its own unique collection. According to a press release, this initiative provides users with innovative ways to engage with the brand, encouraging creativity and individuality in the digital realm.
This strategic expansion into the metaverse comes at a time when Gen Z consumers are increasingly influenced by their digital avatars. Research from Roblox reveals that 84% of Gen Z users state their style is influenced by their avatars, and 50% even prioritize their avatar's style over their own physical appearance. By entering the metaverse, Coach is tapping into this trend, appealing to a generation that values digital expression and identity.
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