Snapchat and Amazon have Collaborated to Offer a New AR Shopping Experience
Social media platform Snapchat has announced a collaboration with Amazon Fashion for an AR shopping experience on the app. The experience will allow users to try on various eyewear styles on camera from different brands that Amazon offers. The eyewear comes in a range of styles from sunglasses, reading glasses to seasonal ones from brands such as Maui Jim, Persol, Oakley, and Costa Del Mar. Since its start last November, the collaboration has proven successful with over 250 million users using it over 5 billion times.
Courtesy of Seventeen Magazine
Using its own tech creation called Len’s Web Builder, Snapchat scanned 3 - D models of Amazon’s eyewear to create scalable versions for people to wear on camera. The stock of the eyewear updates in real time so users can know what is in stock and what isn’t on Amazon. They also update any product or price changes that Amazon experiences. SVP of Partnerships at Snap, Ben Schwerin stated, “With the combined innovation and technology between Snap and Amazon, we are unlocking exciting and fun new try-on experiences for hundreds of millions of Snapchatters. AR eyewear is just the first step in our partnership, and we can't wait to continue our innovation together.” In the past, Snapchat has collaborated with the online luxury retailer Farfetch, Prada and Piaget to allow users to try on designer clothing from anywhere they are. Their collaboration with Amazon is a continuation of them expanding their AR shopping experiences for consumers to use on their app.
Courtesy of Zerrin
The collaboration emphasizes the growth of tech within the fashion industry. Many brands have been using digital interfaces such as VR and AR to market or enhance user experiences. This is no surprise as AR and VR have grown into over billion dollar industries last year alone. Additionally, many brands are leaning on online or mobile shopping experiences more and more since the pandemic. Due to this enhanced experience, consumers are having fun while shopping in easier ways and creating memorable shopping experiences. This benefits brands because it increases profit and customer loyalty and usage.
The Fabricant $3,000 Virtual Dress Courtesy of Zerrin
Muge Erdirik Dogan, president of Amazon Fashion said about the collaboration, “Amazon Fashion is always looking for new ways to collaborate with brands and create fun, innovative shopping experiences for customers,” she says. “Millions of customers regularly use Amazon’s AR shopping technology across categories in our stores, with Virtual Try-On for Eyewear being a long-time customer favorite. We are delighted to partner with Snapchat and further expand AR shopping for both fashion brands and today’s new generation of digital shoppers.”
Carlings Digital Only Capsule Collection Courtesy of Hypebae
Eyewear is the first step in this collaboration, both Amazon and Snapchat plan to venture into other fashion categories. Customers can access this new VR feature through Amazon Fashion’s public profile on the Snapchat app, the Snapchat Len Explorer, the “Dress Up” tab or the Snapchat Lens Carousel.
