Connecting Real-Life Values: COACH's Find Your Courage Resonates with Generation Z's Essential Beliefs, Tracing from Roblox to Reality
COACH Embraces Gen Z with Virtual Fashion Collection
COACH, the luxury fashion brand known for its viral Tabby bag and Coachtopia, has taken a bold step into the future of fashion with its 'Find Your Courage' Spring 2024 collection. This collection, launched on July 19, 2024, is more than just a fashion line; it's a strategic move into the intersection of the digital and physical worlds.
The collection, available for users to style their avatars in on virtual platforms like Roblox, Fashion Famous 2, Fashion Klossette, and ZEPETO, is part of COACH's 'The Courage to Be Real' campaign. This campaign aims to engage younger consumers around the complexities of identity and the changing definition of what it means to be "real."
COACH's approach to fashion and technology is aimed at fostering a sense of community and belonging among its younger audience. By leveraging gaming and virtual spaces, COACH creates more engaging and personalized brand interactions that resonate with Gen Z’s preferences for digital socialization and entertainment.
The 'Find Your Courage' collection introduces a virtual character named Imma, who embarks on a journey of self-discovery across five themed worlds in the digital universe. COACH partnered with Imma and celebrity ambassadors such as Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan for this campaign.
The event, held in New York City, was a celebration of fashion and technology, aimed at helping younger generations explore and discover their identities. Roblox creators IBella, Leah Ashe, and LanasLifee were in attendance, adding their unique flair. COACH shared posts about the event on Instagram (@offtrendhq and @coach).
Gen Z's recent fashion trends, including cloudwear, kidcore, the girl-coded takeover of blokecore, and the Jane Birkinifying of luxury bags, are reflected in the 'Find Your Courage' collection. Offtrend sent YouTuber and fashion expert Liya Hizkias to the event to gather information about the collection and guests' opinions.
The 'Find Your Courage' collection was also launched in physical form at a pop-up event at COACH's Fifth Avenue store in New York City from July 19 to 21. By embracing Gen Z's digital-first lifestyle, COACH is creating meaningful, interactive experiences that promote self-expression and courage consistent with the "Find Your Courage" ethos.
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- COACH's 'Find Your Courage' Spring 2024 collection, a blend of fashion and technology, is not just a fashion line but a strategic move into the digital world, where users can style their avatars with the brand's virtual clothing on platforms like Roblox, Fashion Famous 2, Fashion Klossette, and ZEPETO.
- The 'Find Your Courage' collection, as part of COACH's 'The Courage to Be Real' campaign, resonates with Gen Z’s preferences for digital socialization and entertainment, aligning with the ever-evolving fashion trends such as cloudwear, kidcore, and the girl-coded takeover of blokecore.
- COACH's approach to fashion and technology extends to their use of social media, with updates about the 'Find Your Courage' event and collection shared on Instagram (@offtrendhq and @coach).
