Coach Uses AR to Highlight New Tabby Bag Collection

Shoppers in store, and around the world, can try on the bags using augmented reality

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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.

“At Coach, we are always exploring new ways to engage with our consumers and this includes new digital worlds like AR and the metaverse,” said Joon Silverstein, Coach svp global marketing, creative and sustainability and head of Coachtopia.



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