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Coach to Create Virtual Reality Experience During New York Fashion Week: The Shows

Coach partners with IMG, Simon Malls and Facebook to bring fans into the action

NEW YORK (February 14, 2017) – This week, Coach will for the first time debut a virtual reality experience centered on its F/W ’17 show at New York Fashion Week: The Shows. In partnership with IMG, Simon Malls, and Facebook, fans across the country will be placed at the center of the runway action beginning Friday, February 17.
“Our runway show is an opportunity to be our most creative and explore what makes Coach different,” said Stuart Vevers, Executive Creative Director, Coach. “Now technology allows us to share the unique energy of our fashion show with a much broader audience.”
Coach’s virtual reality experience will be an all-access pass, offering perspectives from backstage to the front row and a sneak peek at new Coach products for the season. The experience will debut at select Coach locations within Simon Malls (including Roosevelt Field), Facebook 360, YouTube, and VR networks including Within, Jaunt VR, Samsung VR, and Oculus.
“This experience aligns perfectly with Simon Malls’ commitment to exploring new, innovative and creative ways to engage shoppers and drive traffic to our centers,” said Chidi Achara, Global Creative Director, Simon Malls. “Through this collaboration, we are creating cutting-edge content that will elevate the shopping experience at Simon Malls.”
Additionally, 20 select Coach locations at Simon Malls across the country will feature exclusive items in celebration of this partnership beginning on February 17. While supplies last, the Coach store within Simon Mall’s Roosevelt Field location will offer 75 “Rexy” editor’s envelopes including a ticket to an upcoming New York Fashion Week show, and 19 additional locations will offer a “Rexy” bag charm with any $300 purchase (while supplies last). Both items will be featured in the VR experience, driving fans to retail.
“Access is the ultimate currency, and this experience will offer a perspective unlike any other,” said Mark Shapiro, Co-President, WME | IMG. “In partnering Coach, Simon Malls and Facebook, we’ve connected true innovators to deliver the fashion industry’s holy grail: the buzz of a runway show, a high-touch experience for consumers, and a drive to retail.”

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