Luxury Brand Targets Gen Z in Digital Worlds

  • Coach introduces Spring 2024 collection in the metaverse
  • 84% of Gen Z respondents influenced by avatar style in Roblox
  • Virtual wearables and experiences on Roblox and Zepeto
  • First luxury brand on Zepeto’s virtual store
  • Coach’s ‘Find Your Courage’ campaign on Zepeto

Coach, a Tapestry brand, is expanding its reach to younger audiences by introducing virtual wearables and experiences on Roblox and Zepeto. According to a Roblox survey, 84% of Generation Z respondents say their game avatar’s style influences real-world fashion choices. By entering the metaverse with its ‘Find Your Courage’ campaign, Coach aims to connect with a digital-first audience and promote self-expression. The brand also launched a video booth experience on Zepeto, becoming the first luxury label in the platform’s virtual store. Additionally, the Coach House in New York City held a pop-up inspired by collaborations.

Factuality Level: 8
Factuality Justification: The article provides accurate and relevant information about Coach’s strategy to connect with younger audiences through the metaverse and their collaboration with Roblox. It also mentions other brands like E.l.f. Beauty doing similar collaborations in virtual worlds.
Noise Level: 4
Noise Justification: The article provides information about brands using virtual platforms like Roblox to connect with younger audiences and influence their fashion choices. However, it lacks in-depth analysis or exploration of the broader implications of this trend.
Financial Relevance: Yes
Financial Markets Impacted: Coach and other luxury brands
Financial Rating Justification: The article discusses Coach’s entry into the metaverse through Roblox, which impacts financial markets as it is a strategy to reach younger audiences and potentially increase sales for luxury brands. It also mentions E.l.f. Beauty’s partnership with Roblox, impacting their financial performance.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event in this text. The article discusses a luxury brand, Coach, entering the metaverse and collaborating with Roblox to connect with a younger audience.

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