Through this, one company created a T-shirt that lets people “change” the design of their shirt through AR. It hasn’t expanded AR try-on to shoes or clothes, but filters can be triggered by a specific design, like a logo. Like Snapchat, Instagram allows AR try-on for makeup and sunglasses. Snapchat isn’t the only tech company investing in AR. “Scan” allows users to scan logos and bar codes to trigger beauty and shopping-related AR experiences. This, he says, creates an “authentic experience”, “ultimately leading us to be top-of-mind when the consumer is making a purchase decision”. “Instead, are targeted based on who the consumer is and how they interact with the platform.” For example, Burrell says, if a user is interacting with wellness content, Snapchat will serve up lenses, products and brands that offer similar messaging. “It’s not a complete replacement, but the ability to ‘try makeup on’ with L’Oréal or walk into a virtual Kohl’s store opens up possibilities for experiential shopping.”Įstée Lauder is investing on the app because it allows for consumer choice, rather than prioritising a lens based on purchasing a top advertising spot, according to Damon Burrell, SVP of corporate marketing, North America, for The Estée Lauder Companies. “What makes so compelling is this ability to bridge the online and offline world, and compensate for experiences that you may normally only get in-store,” says Kathleen Gambarelli, group product marketing manager at Snap Inc. TikTok is also offering a “Shop Now” button, tested by Levi’s. While Snapchat has introduced updates that make it easier for people to discover, advertise and buy products on the platform, Instagram has dominated the social shopping conversation with multiple shopping-centric features including product tagging, Checkout and a tab devoted to shoppable posts. Social media apps have been trying to tackle social commerce for years, reasoning that converting shoppers will drive more brands to advertise on the platform, a more lucrative revenue driver than the tiny commission gained from any sales that happen on the platform. Tech companies are rushing to ramp up their e-commerce solutions as Covid-19 shifts consumer behaviour online. Using augmented reality, the new tool takes the social media site one step closer to enabling users to digitally try on a full wardrobe, and in turn, attract the fashion industry’s advertising spend. Lens-enhanced “shoefies” will allow users to digitally “try on” shoes and shop them, much the same way they try on makeup and sunglasses. Soon its 229 million users will be able to snap and shop lenses on both head and foot. Snapchat’s users have become conditioned to sharing lens-altered selfies.
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