KEY POINTS
Fashion house Coach is stepping into the metaverse with its Spring collection, unveiled this year under the “Find your courage” campaign.
The campaign, launched on February 19, featured a virtual human and model in a virtual universe, with chapter-based messages centered on the theme of “finding the courage to discover what it means to be real in your own way.”
On July 16, Coach announced via a post on X (Twitter) that it would launch experiences based on this campaign and the accompanying fashion collection on the metaverse platform Roblox and avatar app Zepeto.
While detailed information about these experiences hasn’t been provided yet, they will be available starting tomorrow, July 19.
This is not Coach’s first foray into the metaverse. In March last year, the brand unveiled its “In My Tabby” campaign and participated in Decentraland’s Metaverse Fashion Week. During this event, Coach created a virtual space where visitors could interact with digital artists and collect Coach Tabby digital wearables.
Additionally, last December, Coach collaborated on an NFT collection to celebrate the 60th anniversary of the Council of Fashion Designers of America.
Nonetheless, Coach’s engagement with the Web3 space began in 2021, when it released an NFT collection to mark its 80th anniversary. This collection featured 80 NFTs, with 10 NFTs for each of the eight unique animal characters from the brand’s Snow City digital game.
Fashion has been one of the most active industries in the Web3 space. A report by CoinGecko, released in January, found that 21 out of the top 50 fashion brands worldwide have NFTs, accounting for 42%.
These traditional fashion brands are using NFTs to enhance their marketing strategies, increase brand loyalty, form partnerships, and create virtual collectibles and experiences that extend beyond physical products.
