A Wren Says

In case you missed just as I had, Coach has leaned into the world of virtual influencers in their Courage to Be Real campaign. This campaign features a series of web videos, following Imma and different celebrities on a path to self-discovery. The pinked haired Japanese influencer, Imma, is hailed as the world’s first virtual influencer.

With its price set as a more obtainable luxury entry point, this campaign, and the accompanying social media, it’s clear that Coach has its target set on younger consumers. Namely, they are likely trying to reach the innovative and trendsetting cohort within Gen Z.

Looking deeper into it, this campaign is just one piece of how Coach has evolved its strategy to reach this target. You can read more on the Business of Fashion, but in short, they got to know their desired targets and molded their approach to fit their needs. They used data to get to this point. It isn’t just a fun, innovative gimmick; it’s marketing at its finest.

For more info, see the Coach campaign site and this press release.  You can also watch the most recent campaign video.