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Case Study - COACH Virtual Reality Experience

In collaboration with IMG, Facebook and Simon

· Case Study,Simon Regional Malls,Innovation

92% of shoppers have heard of Virtual Reality but only 26% have used it.

Simon seized the opportunity, in collaboration with IMG, Facebook and COACH, to create innovative VR/360 video content with a specific drive to retail.

The immersive online and in-store video experience brought the front row of NY Fashion Week to shoppers around the country with an exclusive Gift-With-Purchase promotion to enhance sales at Coach stores in key Simon locations.

Simon engaged IMG to capture the Creativity and Excitement of Coach's Fall17 catwalk collection at NY Fashion Week as cool, immersive 360/virtual reality video.

Facebook's 360 Player capabilities, YouTube and various VR channels enable viewers to rotate the video via a "steering wheel" in the upper left hand corner of the screen.

A peek inside the VR experience

The Catwalk

Front row attendees of the 2017 show

Drive To Store

Shoppers spending over $300 in the Coach store at Roosevelt Field Mall received a free ticket to experience the fun and glamour of next season's NY Fashion Week in person. Additionally 19 other Coach stores offered free Gift-With-Purchase promotions.


Simon developed a landing page on and launched emails to showcase the 360 catwalk video. Shoppers were invited to download a code on their phones to present at the Coach store at Roosevelt Field Mall for free tickets to the next season's New York Fashion Week, courtesy of Simon and IMG.

Email Blast

Coach, IMG and New York Fashion Week promoted the video via organic Facebook and Instagram posts, driving traffic to the landing page with the video and promo code.

Simon promoted the video via organic and boosted carousel and static posts on Facebook.

Simon engaged a number of leading fashion bloggers to promote the VR experience, 360 video and retail promotion via Facebook and Instagram.

Blogger content was reposted on Simon SAID, an online editorial platform with 500k+ readers.

Simon, Coach and IMG issued a joint press release gaining significant exposure in WWD, Business of Fashion, Zoe Report among others.

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