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Coach Wants Shoppers to Play Virtual Dress-Up With New Tabby Bag

Tapestry’s Coach brand is bringing augmented reality to one of its New York City brick-and-mortar locations this month.

The handbag label’s SoHo store rolled out a pair of AR experiences Friday. Available through June 5, the immersive retail installations are the result of a collaboration with Zero10, a fashion AR try-on company that previously teamed with Tommy Hilfiger.

Framed as part of Coach’s broader global Tabby Bag campaign, the experience allows customers to interact with the silhouette and explore new styles. Zero10’s AR Mirror and AR Storefronts offer eight digital variations of the Tabby handbag. A “Photobooth” mode enables users to download their digital look and share on social media. Customers can also interact with the AR Tabby bag on their phones with the Zero10 app.

Coach worked with Zero10 on the activation.

“It’s great to see iconic brands like Coach experiment and see the potential of AR solutions to work in a complex space to attract new customers, finding new channels of interaction with consumers and bringing a new exciting experience to the audience through technology,” Zero10 CEO George Yashin said in a statement. “That’s the concept of retail of the future for us, eventually heading to the moment when the AR Mirror will become a fully functional store itself. We are excited to bring AR Mirrors to New York for the first time together with Coach, enabling customers to experience digital fashion and technology in the real world.”

The installation expands on Coach and Zero10’s collaboration at this year’s Metaverse Fashion Week, when the pair introduced a special AR enhancement effect to Coach’s Tabby Bag silhouette on Decentraland. The Coach team-up marks the AR company’s first step outside of clothing try-on.

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Coach’s Tabby bag stars in the AR activation.

Coach, however, is just the latest fashion brand to dive into AR. Just ahead of prom season, Men’s Wearhouse announced last month it was working with Snap to test AR-powered mirrors at select locations. The AR Try-On solution converts retailers’ existing product photography into a personalized AR fitting room, Snap said.

In September, Walmart unveiled “Be Your Own Model,” a virtual try-on tool that allowed the shopper to use their own photo to visualize how an item looks and fits on their body. At launch, it was available for more than 270,000 items from across its portfolio of exclusive and private brands, as well as certain items from national names like Champion, Levi’s and Hanes.