Dior, Fendi and Ralph Lauren will let you ‘try on’ clothes on Snapchat
Four new brands are heading to Snapchat to take advantage of the augmented reality capabilities of the social media platform.
Items from Dior, Fendi, Ralph Lauren and Marc Jacobs are now available to try on virtually via Snapchat lenses – joining a roster that already includes Prada and Gucci as well as Farfetch and Champs Sports. While the items available to try through AR are limited to accessories, the feature will allow you to see how they adapt to your body, saving you a trip to the store to be sure if you want to buy.
Marc Jacobs handbags can also be purchased directly through the Snapchat app, with capabilities for the rest of the brand limited to trials only. Fendi allows users to try on its assortment of eyewear until the FW21 season, while Dior is focusing on its Silk Cruise collection and Ralph Lauren on bags from its Wellington line.
More than a gadget – While trying out accessories from Dior and Fendi may represent little more than the fulfillment of a fantasy for some users, the ability to try on items before buying online can indeed influence customers.
Four in ten consumers in the United States said they refused to make a purchase because they couldn’t see or try on the item, according to a study commissioned by Snapchat. The social media network also predicts a 37% increase in the number of users using augmented reality to try a product by 2024, with 200 million users already using Snapchat’s AR capabilities on a daily basis.
Outside of Snapchat, brands are also taking advantage of the technology within their own apps. Gucci and resale platform GOAT have both made sneakers available for you to try on virtually, including ones that don’t exist in the real life of the Italian luxury house. And with the rise of brands looking to capitalize on the metaverse, we could see plenty of other digital exclusives develop as well.