Connecting real life with the digital world: COACH's Find Your Courage campaign and its alignment with Generation Z's fundamental beliefs
In a bold move to connect with the dynamic spirit of Gen Z, luxury fashion brand COACH has ventured into the digital realm. The brand, known for its commitment to authenticity and innovation, has partnered with virtual influencer Imma and celebrity ambassadors such as Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan.
COACH's foray into the metaverse is not a mere trend-chasing move but a strategic step into the future of fashion. The brand is leveraging immersive experiences in gaming and virtual environments to engage with the digitally-native Gen Z consumers.
On July 19, 2024, COACH launched the 'Find Your Courage' Spring 2024 collection on virtual platforms like Roblox's Fashion Famous 2, Fashion Klossette, and ZEPETO. The collection introduces a virtual character named Imma, who embarks on a journey of self-discovery across five themed worlds in the digital universe.
The 'Find Your Courage' collection is more than just a digital fashion line. It's a celebration of fashion and technology, aimed at helping younger generations explore and discover their identities. The event was documented on Offtrend's Instagram account with multiple posts, and COACH's Instagram account also shared posts about the event.
COACH's approach in the metaverse is aimed at fostering a sense of community and belonging among its younger audience. The brand's strategic step into the future of fashion where the digital and physical worlds collide is not just keeping up with the trends but meeting Gen Z where they are most active and engaged.
The 'Find Your Courage' collection by COACH is designed to engage younger consumers around the complexities of identity and the changing definition of what it means to be "real." Gen Z's fashion trends, including cloudwear, kidcore, girl-coded blokecore, and the Jane Birkinifying of luxury bags, are reflected in the collection.
COACH's success in tapping into Gen Z's trends can be seen in its viral Tabby bag and Coachtopia. The brand's innovative digital marketing strategies, such as collaborating with popular video games, launching digital fashion collections, hosting virtual events, and partnering with gaming influencers, have positioned COACH as a trailblazer in the industry.
Offtrend sent YouTuber and fashion expert Liya Hizkias to the special pop-up event at COACH's Fifth Avenue store in New York City from July 19 to 21 to gather information about the collection and guests' experiences. Roblox creators IBella, Leah Ashe, and LanasLifee were in attendance at the event, adding their unique flair.
COACH's 'Find Your Courage' collection is an extension of its previous 'The Courage to Be Real' campaign. The event was a testament to COACH's ongoing efforts to stay relevant and culturally connected to younger audiences, aligning with broader industry trends of luxury brands bridging fashion and the metaverse to engage Gen Z's preferences for interactive, digital-native brand interactions.
- For COACH, the 'Find Your Courage' Spring 2024 collection is not just a digital fashion line; it's a blend of fashion-and-beauty with technology, aiming to foster a community and sustain engagement amid Gen Z through social-media platforms like Offtrend and COACH's Instagram account.
- As part of its strategic move into the digital realm, COACH has ventured into the world of gaming and partnered with platforms like Roblox to launch the 'Find Your Courage' collection, which embraces the intricacies of Gen Z's fashion trends such as cloudwear, kidcore, and girl-coded blokecore.
- COACH's foray into the metaverse, as demonstrated by the 'Find Your Courage' collection, is a reflection of the brand's commitment to staying connected with Gen Z and pioneering the intersection of gadgets, entertainment, and the fashion industry, as exemplified by the brand's collaborations with video games and gaming influencers.
