Luxury brand Coach is venturing into the gaming world to connect with younger, digital-focused consumers through partnerships with Roblox and Zepeto. In July, Coach, along with its parent company Tapestry, launched a campaign titled “Find Your Courage,” which integrates elements from Coach’s spring collection into these platforms.
The initiative aims to create immersive experiences where players can interact with Coach-themed fashion items and settings, including runway backdrops and virtual stores, through the Roblox games Fashion Klossette and Fashion Famous 2, and a video booth and virtual store on Zepeto.
These gaming partnerships offer Coach a chance to reach millions of potential customers. Roblox, for instance, had an average of 77.7 million daily active users in the first quarter of 2024, showing a 17% year-over-year increase.
With games like Fashion Klossette and the newly launched Fashion Famous 2 attracting substantial attention—over 30 million visits for the former and more than 2.2 billion visits for its predecessor—Coach is tapping into a large audience base. Similarly, Zepeto provides a platform for users to style avatars with Coach collections and visit a virtual store, expanding the brand’s reach.
Coach Enters Gaming World with Roblox and Zepeto Partnerships to Reach Younger Audiences
Coach’s move into the gaming space aligns with a broader strategy to engage with younger demographics amidst a challenging retail environment. Tapestry, Coach’s parent company, reported a slight revenue decline but gained around 1.2 million new customers, over half of whom were Gen Z and Millennials. This shift is crucial as luxury brands face a decline in sales due to more price-conscious spending among affluent shoppers.
Despite some recent cool-downs in the metaverse sector, with companies like Walmart and Disney withdrawing their plans, brands are still exploring ways to link digital and physical experiences. Claire’s, for example, introduced a line of physical products inspired by its Roblox game.
Coach’s approach is more focused on integrating deeply into the gaming ecosystem and understanding digital natives, rather than immediate sales, signaling a long-term commitment to this space.
Coach’s strategy contrasts with other luxury brands that have used metaverse platforms for direct product sales and NFT projects. The company’s emphasis on engaging younger audiences through interactive and immersive experiences reflects a nuanced understanding of the digital landscape.
As the digital-native audience evolves, Coach aims to build lasting relationships and adapt to emerging trends, leveraging insights gained from these initiatives to enhance future endeavors.
