Italian luxury retailer and multibrand retailer are among the first to test out Snapchat’s new augmented reality tools. With the rise in popularity of virtual try-on, Snapchat has expanded its filters to include complete outfits, including clothing, handbags, glasses, and jewelry. Using a 3D body mesh and advanced algorithms, Snapchat aims to attract brand partners by offering a realistic and engaging try-on experience. The COVID-19 pandemic has increased the demand for augmented reality as social distancing measures have limited in-person shopping experiences. Millennials and Gen Z, who spend several hours a day on their smartphones, have embraced augmented reality as a natural way to communicate, play, and shop.
Snap Inc.’s Head of Luxury, Geoffrey Perez, highlights that 75% of Snapchat’s audience interacts with augmented reality on a daily basis, making it a powerful tool for brands to inspire, engage, and convert customers. The closure of physical stores during the crisis has further accelerated the adoption of mobile storytelling strategies, and augmented reality puts users at the center, allowing for co-creation and immersive shopping experiences.
The success of Dior’s sneaker try-on campaign demonstrates the effectiveness of this technology, generating a return on investment six times higher than average. However, trying on complete outfits presents new challenges. Unlike beauty products, which can be tried on with a “classic” selfie at arm’s length, previewing an entire look requires users to step back physically with their mobile devices. To streamline the consumer experience, luxury brand Prada has integrated gesture recognition. For example, a simple hand swipe from a distance can make the Galleria Bag appear in different available shades.
Online retailer Farfetch has taken a different approach by co-developing around forty voice commands with Snapchat. Users can make requests, search for products or patterns, using voice recognition technology. This eliminates the need for constant interaction with the device and enhances the user experience.
In addition to these new features, Snapchat has also announced the upcoming release of a co-shopping tool, similar to Sephora’s recent initiative on its own brand platform. This tool will further enhance the shopping experience by allowing users to shop together in real-time.
Overall, Snapchat’s augmented reality tools are revolutionizing the way consumers interact with brands and products. By combining advanced technology, gesture recognition, and voice commands, Snapchat is creating a seamless and immersive shopping experience for its users.
Visual credits: ©Snapchat
To learn more about Snapchat’s augmented reality tools, visit:
1. Snapchat Augmented Reality
2. Snap Partner Summit 2021
