Gucci has launched a new augmented reality (AR) tool on Snapchat allowing users to virtually try on its range of shoes in-app.
Snapchat announced a raft of new features for brands earlier this month, including a new ‘AR shoe-try on’ lens, ‘Local Lenses’ which display a virtual world built right on top of your neighborhood, and ‘Scan’ which allows users to identify everything from plants to dogs.
Gucci has now become the first retailer to utilise its shoe try-on lens, allowing users to virtually try on four pairs of its shoes.
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Shoppers can then purchase the shoes directly from the app using Snapchat’s ‘Shop Now’ button.
“Gucci has always been an incredibly innovative partner,” Snapchat’s head of fashion and beauty Selby Drummond said.
“They approach every Snapchat activation with the same creativity they are known for in their designs, and we know that when we come to them with new opportunities they will understand immediately the power of our technology and audience.
“Snapchatters are actively looking for more and more ways to engage with brands on our platform, and we’re so excited to help partners like Gucci connect with them during this time.
“The entire industry knows that augmented reality try-on is going to be incredibly important to the future of commerce, and after many years of investing in the space, we’re proud to share it with Snapchatters alongside a brand that they love.”
The lens is now available for shoppers in the UK, US, France, Italy, UAE, Saudi Arabia, Japan and Australia.