To celebrate the global launch of its iconic Tabby Bag, Coach reimagined the traditional product campaign by embracing cutting-edge AR Mirror technology. Partnering with ZERO10, Coach deployed interactive, immersive experiences that blended fashion with augmented reality — bringing the “In My Tabby” message to life in the most personal and futuristic way possible.
From a glamorous VIP launch event to an attention-grabbing in-store AR Mirror and storefront display at the brand’s SoHo flagship, Coach turned heads, boosted engagement, and solidified its position as a tech-forward leader in luxury retail.
🎯 Campaign Goal
Coach’s “In My Tabby” campaign was about individual expression, style exploration, and digital innovation. With these activations, the brand aimed to:
- Create buzz around the Tabby Bag through immersive technology
- Engage consumers in both public and exclusive settings
- Increase foot traffic to the flagship store at 143 Prince St, New York
- Encourage social sharing and UGC through AR-powered content
- Reinforce Coach as a digital pioneer in the fashion world
🧩 AR Mirror at the VIP Launch Event
To kick off the campaign, Coach hosted a private VIP party where guests were among the first to experience the Tabby collection — digitally.
What happened:
- Guests stepped in front of the ZERO10 AR Mirror, where virtual Tabby Bags appeared on their shoulders in real-time.
- With face and body tracking, users could try different styles and colors without ever touching a physical product.
- Each AR experience ended with a photo moment, allowing attendees to instantly receive and share their look on social media.
- Influencers and media outlets captured the moment, spreading the “In My Tabby” experience far beyond the party.
The impact: The AR Mirror didn’t just showcase the product — it turned it into a digital, shareable accessory, generating buzz and FOMO online while connecting emotionally with guests.
🧩 AR Storefront & In-Store Mirror Activation
Running from May 5 to June 5, Coach transformed its SoHo flagship store into an AR-powered showcase for the Tabby collection — accessible to everyone walking by or stepping inside.
AR Storefront Highlights:
- An interactive AR display in the store’s front window allowed passers-by to see themselves wearing Tabby Bags — without even entering the store.
- Powered by ZERO10’s AR Storefront, the experience offered high-resolution visuals and realistic motion tracking.
- It captured the attention of shoppers and tourists alike, stopping them in their tracks and inviting them to interact.
In-Store AR Mirror Experience:
- Inside, visitors were greeted by a sleek AR Mirror kiosk where they could try on up to eight digital versions of the Tabby Bag.
- Guests could strike poses, take photos, and instantly share their looks online.
- The experience elevated the product discovery journey and made it fun, visual, and highly personal.
🧠 Why It Worked
The “In My Tabby” AR campaign succeeded because it bridged physical and digital, personal and public, fashion and fun.
- It was engaging – Shoppers and VIPs became part of the campaign narrative through participation.
- It was shareable – AR selfies drove organic social buzz and hashtag use (#InMyTabby).
- It was frictionless – No app downloads, just walk-up, interact, and enjoy.
- It was measurable – Coach saw significant increases in foot traffic, dwell time, and brand impressions.
- It was aspirational – Trying on high-end fashion virtually made luxury feel accessible and exciting.
📈 Results That Made Headlines
- 93% increase in window display interaction at the SoHo location
- Over 50% rise in foot traffic into the store during the activation window
- Widespread coverage from Vogue Business, FashionUnited, Adweek, Fast Company, and more
- Earned a MUSE Creative Award for excellence in immersive brand experience
- Thousands of organic UGC posts under the campaign hashtag
- Enhanced brand perception as innovative, youthful, and experience-driven
📷 The Tabby Moment
Imagine this: a passerby walking along Prince Street is drawn in by a glowing window display. They pause, see their reflection wearing a shimmering digital Tabby Bag, strike a pose, and a small crowd gathers. They step into the store, where an AR kiosk invites them to explore more colours, click “Share,” and post the image on Instagram—all tagged #InMyTabby. It’s retail. It’s tech. It’s theatre.
💬 Inspiration for Mekongverse Clients & Audiences
At Mekongverse, we’re constantly exploring the intersection of creativity, technology, and customer experience. The Coach “In My Tabby” campaign provides an inspiring look at how immersive AR Mirror experiences can elevate product storytelling, deepen emotional engagement, and drive both foot traffic and social buzz.
This activation reminds us that AR Mirrors aren’t just tech gimmicks — they’re powerful brand experience tools. When used strategically, they can transform retail spaces, launch campaigns, and even the everyday act of shopping into a moment of personal connection and digital magic.
It’s a testament to what’s possible when fashion meets innovation, and it’s precisely the kind of experience Mekongverse aims to deliver for partners across Southeast Asia.
📌 Conclusion
Coach’s “In My Tabby” campaign is a leading example of how augmented reality can turn a product launch into a cultural moment. Through beautifully executed in-store and storefront AR Mirror activations, the brand didn’t just promote a product — it invited consumers to engage with it in a personal, shareable, and future-forward way.
At Mekongverse, we see this not as a one-off luxury brand experiment, but as a blueprint for any brand — fashion, beauty, lifestyle, or retail — looking to create immersive, measurable, and memorable experiences.
Whether you’re planning a product launch, a pop-up, or a flagship store activation — the future of engagement is interactive, and AR Mirrors are leading the way.
👉 Want to create a similar moment? Explore Mekongverse AR Mirror for Fashion Retail or reach out to start building yours.
