Coach will be launching “Find Your Coverage,” a campaign featuring virtual human, model, and digital creator imma and Coach Family Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. Set in a virtual universe, the campaign introduces the Coach Spring collection within a story about finding the courage to discover what it means to be real in your own way.
COACH Introduces “Find Your Courage”
It is a really exciting time. The designers, PRs, show producers, buyers and journalists that make up the global fashion business are headed for a big change in marketing campaigns ahead. It is important to grasp that there is intriguing and interesting campaign ideas from designers and brands alike – but nothing like the grandeur and formality of augmented and virtual reality today.
A race is on to build the best generative-AI platform for fashion design. The new platforms could allow designers to produce photorealistic renderings of their ideas in moments with only a text prompt. It will soon be a time for designers to easily infuse their stylistic DNA into the output.
A new wave of start-ups is building generative-AI tools tailored to fashion’s specific needs. Their aim is to make their software part of the way designers work. Among them, is Raspberry, which just raised $4.5 million in a funding round led by big-name backers Khosla Ventures — the first outside investor in OpenAI, creator of ChatGPT — and Greycroft Partners, which has backed companies such as Goop and The RealReal.
Right of the heels of NYFW, Coach’s creative director Stuart Vevers stands by his statement that sustainability has to come from designers. Although that statement is untrue; we all know that the path to a sustainable fashion community must include not only the entire supply chain, but rather from consumers – and pricing to align with disposable income. I hate to break the news to him but designers are not at the top of the corporate structure. I will write more about that in upcoming features.
Coach recently launched “Find Your Coverage,” a campaign featuring virtual human, model, and digital creator Imma and Coach Family Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan. And stylelujo.com was there to review one of the most talked about creative strategies – as mankind moves into the future.
That being said, set in a virtual universe, the campaign introduces the Coach Spring collection within a story about finding the courage to discover what it means to be accurate in your own way.
Truth be told, virtual influencers have emerged as a new digital marketing tool in the fashion industry. With their human-like appearance, virtual influencers are intentionally made in computer-generated imagery or animated digital avatars.
One significant advantage of virtual models is their ability to represent diverse sizes, shapes, and ethnicities. And that not only applies to editorial content, but studies show that people prefer seeing diverse body shapes and appearances when shopping online.
The advantages of using AR and VR in fashion
- Better customer experience.
- Higher user engagement.
- Higher competitiveness.
- Higher transparency and brand loyalty.
- Better understanding of the market -thanks to data analytics.
By eliminating physical production, transportation, and material waste, digital garments can help reduce the fashion industry’s carbon footprint, aligning with the global push for eco-conscious practices. Mindful consumption: Virtual fashion promotes a shift towards mindful consumption.
Virtual models can be created to represent a brand through programming. A team of 3D designers creates the look, and a team of copywriters creates their personality. Therefore, brands have control over the content produced for the model. This would not be the case with real models
The collection ranges from $95 to $725 available to shop at Coach.com and in select Coach stores.
The first chapter launching stars Lil Nas X; the campaign follows Imma as she journeys to find her courage, visiting each ambassador in their unique virtual world. Lil Nas X shows her the courage to change the game by writing your own rules instead of following someone else’s rulebook. “Find Your Courage” also introduces pieces from the Coach Spring 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language, including new quilted explorations of its Tabby bag.
Additionally, virtual fashion offers consumers a new level of interactivity and customization, allowing them to mix and match different digital items to create unique looks. Another impact of virtual fashion is its potential to disrupt traditional retail models.
Virtual styling allows you to be in the comfort of your home for the entire service, combining Zoom calls, virtual mood boards, and online support. If you purchase garments, you can try them on in front of your mirror and match them to existing pieces in your wardrobe, all with no fitting room.
AR and VR are also disrupting how fashion brands interact with consumers by creating immersive customer experiences and telling their stories innovatively. For instance, consumers can try on clothes virtually according to their preferences and experience virtual rooms in fashion stores
The collection ranges from $95 to $725 available to shop at Coach.com and in select Coach stores.
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