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Starting April 24, 2025, COACH launched a new interactive in-store experience called “Style Coach” at its experiential concept store Coach Play @ Cat Street in Harajuku, Tokyo. The experience features imma, an AI-powered virtual human with conversational capabilities.

This marks COACH’s first time introducing a virtual human and offering a personalized styling experience powered by AI. By blending fashion with cutting-edge technology, COACH delivers a more immersive and innovative approach to retail.

Powered by a platform equipped with real-time 3D rendering and natural language processing, imma engages customers in free-flowing, unscripted conversations, offering styling suggestions tailored to each individual.