Coach’s Spring 2024 digital-fashion collaboration launched on Roblox and ZEPETO on July 19, 2024, as part of its “Find Your Courage” campaign. It offered themed avatar experiences, virtual Coach-inspired items, and platform-specific activities—not a new physical clothing line. The Roblox takeovers ended on August 19, 2024; current availability of the experiences and items is not established.
What was the Coach Roblox and ZEPETO collaboration?
Announced July 18, 2024, the campaign followed virtual human imma through five themed worlds on a self-discovery journey. Coach brought three of those settings to two platforms: Colorful World appeared in ZEPETO’s Photo Booth, Floral World was recreated in Roblox’s Fashion Klossette, and Summer World appeared in Roblox’s Fashion Famous 2. The launch announcement described the experiences as extensions of Coach’s Spring 2024 collection and “Find Your Courage” campaign. Coach’s July 18, 2024 announcement
What could players do on each platform?
| Platform and experience | Activity and campaign world | Items and participation |
|---|---|---|
| ZEPETO Photo Booth | Create photos or video with the Colorful World setting. | The release described a virtual store where users could buy items with premium ZEMs. NAVER’s July 19, 2024 announcement counted 11 virtual items, including shoulder bags, eyewear, and shoes. It also described a style-battle event through July 30: users styled avatars and voted on other entries. NAVER’s July 19, 2024 announcement |
| Roblox Fashion Klossette | Fashion styling in the Floral World setting. | Users could access more than 20 Coach virtual pieces with Robux. The Coach release also described a scavenger hunt spanning Fashion Klossette and Fashion Famous 2, with free Coach-inspired items as rewards. |
| Roblox Fashion Famous 2 | Runway styling and competition in the Summer World setting. | Players could use Coach-inspired avatar pieces; the cross-experience scavenger hunt offered free Coach-inspired rewards. |
The Roblox takeovers were scheduled from July 19 through August 19, 2024. The dates describe the original campaign, not a guarantee that the content remains playable now. The launch release called the Fashion Famous 2 collaboration the first luxury fashion collaboration in that experience.
Were the Coach items real clothes?
No: the pieces offered in the experiences were virtual items for avatars. The campaign announcement said users could style avatars with free Coach-inspired pieces, while additional Roblox pieces used Robux and the ZEPETO store used premium ZEMs. NAVER’s announcement specifically listed ZEPETO avatar accessories such as shoulder bags, eyewear, and shoes. These descriptions concern digital items, not physical garments.
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How did the virtual Quilted Tabby relate to the physical bag?
The Quilted Tabby was named as a virtual item in the collaboration. Separately, NAVER said the top-voted participant in ZEPETO’s style-battle event could receive a physical Coach Quilted Tabby shoulder bag. The virtual avatar item and the real shoulder bag were distinct; the prize did not make the in-game item a physical product.
What did Coach and its partners say about the campaign?
Sandeep Seth, Tapestry Chief Growth Officer and Coach Global CMO, described the move into immersive platforms as a way to connect with a younger, digital-first audience and give people room to express their individuality and style. Elisha Trice, Studio Director of Fashion Famous 2 developer Sandbox Studios, said the collaboration introduced Coach’s Spring 2024 collection as the experience’s first luxury fashion collaboration. The launch release includes their attributed statements.
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Did the campaign publish results?
The July 2024 launch announcement did not report a measured result for Coach’s campaign, such as its reach, sales, or number of participants. It did cite background figures: more than 400 million global ZEPETO users, over 30 million Fashion Klossette visits, and over 2.2 billion Fashion Famous visits. Those were figures attributed to the platforms in the 2024 release; they are not Coach campaign outcomes or current independent measurements.
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