Coach Uses AR to Highlight New Tabby Bag Collection

Luxury fashion brand Coach is using augmented reality to promote its new Tabby Bag collection.

Coach partnered with AR fashion try-on company Zero10 to bring the company’s AR Mirror and AR Storefront technologies to its Soho store in New York. From May 5 to June 5, shoppers will be able to virtually “try on” eight versions of the Tabby Bag in different colors and styles in augmented reality.

The new AR Storefront will also allow shoppers to view on-screen digital accessories that will automatically appear alongside the Tabby Bags.


This isn’t the first time Zero10’s AR technology has been utilized by a high-end fashion brand. The company’s AR Mirror was recently brought to three Tommy Hilfiger stores throughout Europe.

In addition to offering this experience to shoppers in the Soho store, Zero10 will allow people to virtually try on the Tabby Bags from anywhere via the Zero10 mobile app, which is available to download for free on iOS and Android devices. The application’s “Photobooth” mode will let people save pictures of their digital looks and share them on social media.

Through this partnership with Coach, Zero10 has expanded its platform to support virtually trying on bags, in addition to clothing. The digital versions of each bag incorporate ragdoll physics, allowing them to move naturally as the shopper moves in the real world.

George Yashin, CEO of Zero10, said, “It’s very exciting for us to partner with Coach on this project as they’re at the forefront of driving technology adoption into fashion. It’s great to see iconic brands like Coach experiment and see the potential of AR solutions … ”


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