Coach Luxury Fashion Virtual/Augmented Reality Manhattan, US Jul 2024

Coach announces its entry into leading immersive platforms and virtual experiences, by concluding its “Find Your Courage” campaign with a debut on all Roblox-compatible platforms and ZEPETO. From tomorrow, July 19, visitors can immerse themselves in three thematic experiences across two platforms including ZEPETO's Photo Booth, and Fashion Klossette and Fashion Famous 2 on Roblox. The integration features pieces from Coach’s Spring 2024 collection, including both free and purchasable virtual items such as the iconic Quilted Tabby shoulder bag. Created to introduce Coach’s Spring 2024 collection, 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. Today, elements of the “Find Your Courage” worlds will continue to inspire self-expression across leading immersive platforms, ZEPETO will feature the campaign’s Colorful World, Fashion Klossette will depict the Floral World and Fashion Famous 2 will recreate the Summer World from “Find Your Courage.” On these platforms, fans will also be able to dress their avatars in Coach’s Spring 2024 collection and find their very own Quilted Tabby. Through Roblox’s top fashion experiences, Coach is encouraging people to strut their stuff and earn a free item with a cross-experience scavenger hunt. With over 30 million visits, Fashion Klossette introduces its take on Floral World, featuring a completely re-themed floral stage area and special on-platform Coach fashion items to style. Fashion Klossette offers fans the ability to share their uniquely styled looks from specially curated collections in an elevated immersive experience with innovative high-fidelity visuals. The highly anticipated launch of Fashion Famous 2 will mark its first-ever luxury brand takeover, inspired by the Summer World from Coach’s “Find Your Courage” campaign. The sequel to the most popular fashion experience on Roblox with over 2.2bn visits, Fashion Famous 2 launches today and introduces a plethora of new body types, dynamic facial expressions and adjustable clothing placement designed to help people truly express themselves. Fashion Famous 2 will also offer matchmaking that groups same-level fashion fanatics to create more even competition. Coach’s takeover includes a transformed dressing room, a New York City-inspired subway stage and a winner’s podium featuring Summer World’s bright pink fields as a backdrop. Using free Coach-inspired items to mix and match in Fashion Klossette and Fashion Famous 2, competitive fashionistas can embrace their pixel-perfect personal style and showcase looks on the runway for visitors to vote on. With Robux, users can access over 20 virtual Coach pieces from the house’s Spring 2024 collection, including the Quilted Tabby bag and ready-to-wear outfits. Both experiences will feature a scavenger hunt event in which users must find hidden items across Fashion Klossette and Fashion Famous 2. After completing Coach’s dedicated runway theme in both experiences, they can earn free Coach-inspired items. Coach has introduced an immersive experience with social avatar app ZEPETO, offering an exclusive video booth staged on the vibrant bridge landscape of Colorful World to their community of over 400 million worldwide. Users can style their avatars with the latest Coach collections created in collaboration with one of their top creators, NOVA, and effortlessly create high quality branded user-generated content (UGC) including short form-videos. This dynamic interaction not only immerses users in the brand's aesthetic but also fosters organic user engagement through creative content creation. Coach will be the first luxury brand to release a limited item with edition numbers on ZEPETO, allowing select users to own a coveted virtual Coach item. The dedicated virtual Coach store showcases items purchasable with premium ZEMs, which users can earn through various in-app missions or direct purchases.