The Snapchat group is embarking on online shopping and unveiled a new shopping experience at its Snap Partner Summit 2022. Called “Dress Up”, this innovation will allow users of the social network to try on clothes in virtual reality before potentially buying them with a click. “Dress Up brings together the best AR fashion and try-on experiences from designers, retailers and fashion brands in one place,” Snap said in a press release.
A function available in Lens Explorer, which brings together the effects to be used on the social network, “and soon one click from the camera in the AR Bar”. Snapchat users will be able to take a photo of themselves to discover the outfits and other accessories featured in “Dress Up”. A practical side that will make it easier to visualize the product.
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Designed to promote online shopping, the feature will also offer a way to find recently viewed items to add them more quickly to the basket and finalize payment. An opportunity for all brands present on Snapchat. “Any brand’s Lenses will be considered for Dress Up if available on their brand profile,” Snap said.
The Snap group recalled the success of its Lenses in virtual reality with its users. “Since January last year, over 250 million Snapchatters have used AR Shopping Lenses over 5 billion times, trying branded and retailer products from around the world.”
Augmented reality used by brands
Snapchat, YouTube or even Pinterest have already deployed “Try-On” tools in virtual reality to try on makeup or even luxury accessories from their platform. A technology now deployed within the sites and applications of the brands.
The Puma brand is also the first Snap partner to use the “Camera Kit for AR Shopping” technology, which will allow buyers to virtually try on sneakers before being able to buy them directly on their own site. First available on applications on Android and iOS, this technology will soon be deployed on websites.
