American Eagle Outfitters (AEO) has just lately launched its first digital clothes assortment on Bitmoji, the cartoon avatar creation platform owned by Snapchat, according to a company news release. With this new initiative, customers can view the retailer’s back-to-school assortment on digital representations of name ambassadors Addison Rae, Chase Stokes, Madison Bailey, Caleb McLaughlin and Jenna Ortega. Their outfits mirror those they put on in AEO’s new “Future Together. Jeans Forever” ads that attempt to seize the joy of associates with the ability to get collectively in particular person once more. Customers may also costume their very own Bitmoji within the AE x Bitmoji Collection on Snapchat and the Bitmoji app. AEO, additionally in partnership with Snapchat, is testing an augmented actuality (AR) expertise as properly, the place customers can nearly strive on and store chosen seems from the gathering instantly on Snapchat utilizing the self-facing digital camera.
Complete Retail’s Take: AEO clearly is aware of who its viewers is (Era Z), and is reaching them the place they’re (on-line and social media). With this back-to-school marketing campaign, for instance, the retailer is specializing in influencers in style with the Gen Z set in addition to something Snapchat-related. In actual fact, amongst U.S. youngsters and younger adults, Snapchat is extra in style than Twitter and Fb. Over 500 million monthly active users worldwide use Snapchat on daily basis to share their experiences with manufacturers, services and products.
That is additionally not the primary time AEO has created a Snapchat-oriented marketing campaign. For its spring marketing campaign earlier this yr, for instance, the retailer created an AR-powered jeans guide on Snapchat that enabled customers to nearly strive on denims and make purchases. Lastly, AEO is wise to concentrate on digital purchasing basically. Extra back-to-school purchasing is predicted to be performed on-line — including on social media platforms — than in years previous. Social commerce gross sales within the U.S. are forecast by eMarketer to rise 35.8 percent to $36.62 billion this yr.