Men's Wearhouse Incorporates Snapchat Augmented Reality Lenses for Digital Clothing Trials
In a bid to enhance shopping experiences and boost customer confidence, leading retailers and brands are leveraging Snap's augmented reality (AR) technology. This innovative technology is revolutionising product visualisation, making it easier for shoppers to quickly visualise multiple styles.
H&M was among the first to pilot the smart mirror tool in its stores towards the end of last year, with select COS stores, including one in Beverly Hills, California, introducing the technology. The retail giant is not alone in this endeavour, as other notable brands such as Nike, Sephora, Walmart, Pepsi Max, Gucci, American Eagle, and Amazon have also adopted Snap's AR technology for product visualisation and marketing campaigns.
Nike, for instance, employs a multi-platform AR strategy, including Snapchat, Instagram, and TikTok, to enhance brand messaging and customer engagement with consistent AR experiences. Sephora and Walmart have also seen significant conversion rate increases and sales boosts following the adoption of AR features, including via Snapchat Spectacles.
Pepsi Max took this a step further with a viral AR marketing campaign, offering immersive experiences at bus stops using Snapchat's AR tools to engage consumers.
The use of AR technology in retail has shown to increase consumer confidence and reduce return rates. According to a 2022 survey conducted by Snap, Publicis Media, and Alter Agents, 80% of respondents feel more confident in their purchases after using AR tools. This is particularly true for Men's Wearhouse, which is launching an online video and social media campaign featuring teenagers modelling multiple prom outfits. The AR mirrors aim to give shoppers the confidence to feel truly prom ready.
The technology is being added to select stores ahead of prom season, with Men's Wearhouse planning to broadcast its Snap campaign across YouTube, Twitch, and other social media platforms. The retailer also aims to reach a younger audience with the Snap lenses available in some stores.
Men's Wearhouse has partnered with Snap to integrate augmented reality mirrors into its physical stores. These mirrors use Snap's Apparel Try-On tool, which personalises the AR fitting room to each shopper using computer vision capabilities. This means shoppers can try new styles on and share looks with friends for their input.
Jill Popelka, head of AR enterprise services of Snap Inc., stated that the AR mirrors make shopping more enjoyable and fruitful. Furthermore, two-thirds of respondents in the same survey stated that they are less likely to return their items after using an AR tool.
The integration of AR technology in retail is becoming increasingly popular among various retailers and brands. The adoption of AR technology in retail continues to grow, with more retailers experimenting with its implementation in their stores. This trend is set to continue, as the benefits of AR technology in enhancing shopping experiences and boosting sales become increasingly apparent.
- H&M, Nike, Sephora, Walmart, Pepsi Max, Gucci, American Eagle, and Amazon are leveraging Snap's augmented reality (AR) technology to revolutionize product visualization and drive marketing campaigns.
- The integration of AR technology in retail, such as the smart mirror tool at H&M, aims to boost customer confidence, reduce return rates, and enhance shopping experiences.
- Brands like Sephora and Walmart have reported significant conversion rate increases and sales boosts after adopting AR features, including via Snapchat Spectacles.
- In a bid to reach a younger audience, Men's Wearhouse has partnered with Snap to integrate augmented reality mirrors into select stores, featuring the Apparel Try-On tool that personalizes the fitting room to each shopper using computer vision capabilities.
- The use of AR technology in the fashion and beauty industry, such as through immersive promotional campaigns like Pepsi Max's viral AR marketing campaign, is becoming an increasingly popular trend among retailers, as it offers a more enjoyable, confident, and fruitful shopping experience for consumers.
