A luxury American fashion house, Coach known for its leather handbags, luggage, accessories, and ready-to-wear collections, has recently unveiled its first virtual store as part of the “Feel the Wonder” holiday campaign. The brand, which was founded in 1941 in New York, is owned by Tapestry, an American luxury brand that competes with Kering and Louis Vuitton.
The virtual store offers customers an immersive shopping experience, allowing them to explore various rooms featuring shoppable products from Coach‘s holiday range. The store also includes a retro gift shop and a secret room accessible only to those who engage in the gamified element of the experience by collecting five images of Coach’s dinosaur mascot, Rexy. Customers can even shop with their friends through a live video feature offered at the start of the virtual experience.
Coach’s decision to launch a virtual store was motivated by the popularity of gaming and virtual worlds,…
as well as the success of private virtual stores for retail buyers over the last two years. The brand aims to engage with customers in exciting and innovative ways, according to Renee Klein, VP of Global Brand Marketing and Digital Experience at Coach.
By December, Coach will also launch an influencer-led livestream shopping series on Instagram Reels. Virtual stores have become a significant focus for brands’ holiday strategies this year, with companies like Crocs also investing in the concept.
These virtual stores aim to outperform last year’s e-commerce site engagement and sales through fantastical recreations of their own boutiques. For Coach, the virtual store is just the beginning, as it plans to host more virtual stores in the future.
The virtual store concept has proven successful in terms of customer engagement and sales…
Members-only article
Unlock the rest of this story
Join free to keep reading RetailBoss retail coverage, industry analysis, and market intelligence.
- Full article access
- Industry analysis
- Free account
Free access. No credit card required. Your account is created after you verify your email.
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.