In a pioneering move that fused high fashion with cutting-edge technology, Coach joined forces with ZERO10 earlier this year on their interactive ‘In My Tabby’ campaign. The company, specialising in augmented reality, created an AR installation at Coach’s Soho store in New York City that set out to change shopping forever. Rather than being left to ogle static merchandise, the installation engaged with shoppers by allowing them to try on Coach’s iconic Tabby Bag virtually.
Now, the duo are taking it one step further (just in time for the holidays) with an interactive AR window display. This collaboration marks a groundbreaking moment in the retail landscape as Coach pioneers a new era of engagement with shoppers during the festive season. Through the lens of augmented reality, Coach's storefronts in five North American cities will be transformed into digital wonderlands, inviting customers to engage with and explore the brand's latest collections in ways never seen before.
Coach stores in Boston, Atlanta, Austin, Miami and Toronto will give shoppers a taste of what the future of retail could be live with AR installations. After their first AR activation earlier this year, Coach found that their Soho store increased the number of people paying attention to the window display by 93.5% and in-store traffic by 49.4%. More than a gimmick to increase sales, the use of AR allows for an immersive and creative experience that caters to Gen Z and young millennial audiences. More than just trying on products, the experience allows shoppers to don creations that would other be impossible to create IRL, including an over-the-top bow dress with an iridescent sheen.
ZERO10's expertise in augmented reality and interactive technologies positions this collaboration as a trailblazing example of how fashion brands can leverage cutting-edge digital experiences to captivate and delight consumers. While the novel technology seems like a big step in transforming the retail landscape, it's the possibilities of what this can become that are sure to excite companies and consumers alike.