Strategic Expansion: Coach's Foray into Roblox to Captivate the Young Consumer Market
- Jul 26, 2024
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With an eye on expanding its reach, Coach, under the umbrella of Tapestry, its parent company, has forged innovative alliances that manifested in July, marking a foray into the burgeoning landscape of gaming and digital interactivity.
These collaborations are part of an engaging initiative dubbed "Find Your Courage," which injects Coach's essence into the expansive world of the online gaming sensation Roblox and the vibrant social avatar application Zepeto.
Both immersive digital adventures were launched in July. On the Roblox platform, until August 19, players of games such as Fashion Klossette and the newly launched Fashion Famous 2 are treated to a spectacle of runway scenes, each drawing inspiration from diverse universes that form the backbone of the campaign's marketing narrative.
This narrative spins the yarn of "Imma," a virtual persona on an odyssey of self-searching and realization. Within this pixelated fashion hub, enthusiasts are able to acquire Coach-inspired apparel or ingeniously construct their own ensembles, which they may showcase in competitive fashion showdowns.
Flipping to the Zepeto platform, users gain exclusive access to a video booth decked out with Coach's latest collection, in addition to a virtual boutique stocked with an array of Coach articles.
These strategic partnerships represent a gateway for Coach to connect with a vastly greater audience. As of the first quarter of the year 2024, data gleaned from financial statements showed that Roblox clocked an impressive 77.7 million daily active users on average, marking an uptick of 17% compared to the previous year.
The Roblox universe has welcomed Fashion Klossette with open arms, tallying over 30 million visits, while Fashion Famous 2 builds on the success of its predecessor, which reached a staggering 2.2 billion visits.
Coach has approached this groundbreaking union with the gaming world with a mix of foresight and meticulous planning. "We’ve been aiming to forge a meaningful connection within the gaming sphere, yet were adamant about ensuring our entry was characterized by deliberation and thorough understanding," revealed Kimberly Wallengren, Coach’s Vice President of Marketing for North America, in correspondence shared with Modern Retail.
By tapping into the pulse of the Gen Z demographic, Coach has pinpointed Roblox and Zepeto as pivotal social spheres where young, fashion-minded gamers converge to embrace their digital personas.
Through this move, Coach is setting the stage for a revolution in how fashion and interactive entertainment coalesce, demonstrating a boldness in brand evolution and an insightful grasp on the future of consumer engagement. We are expecting a new fashion brand to appear in the Roblox universe.