Snapchat just announced a new partnership with the clothing brand Levi’s called the Levi’s x Bitmoji collection, as part of which, Snapchat is going to let users dress up their emoji avatars in classic Levi’s outfits like the 501 Original Fit Jeans, Trucker Jackets, and Western Shirts. Users will be given 12 outfit options to choose from and can also further customize their look by trying out unique styling ways.
Snapchat rolled out the feature of dressing up Bitmojis in outfits from different brands last year and partnered with Ralph Lauren, Jordan and other brands for that matter. This Bitmoji option has been a hit as Bitmoji is a popular Snapchat feature used by approximately 70% of the app’s users.
Even though the act of dressing up your emoji avatar in fashion outfits isn’t the same as doing that with yourself in reality, it still contributes to companies furthering brand affiliation and aligning consumers with a brand identity.
Moreover, with Snapchat’s full body tracking AI tools, users can create life-sized versions of their Bitmoji characters and overlay them onto real world scenes. This feature combined with the dress-up feature lets users showcase their life-sized Bitmoji character’s clothes, hence creating a whole new experience.
The reason why Snapchat is expanding its Bitmoji outfits feature is because the company is looking for ways to integrate eCommerce within its platform to maximize its revenue potential and enhance user engagement.
As a part of this attempt, Snapchat had also released the ‘shoppable’ Snap Originals shows in June that included tools like scannable barcodes and logos and AR 'try on' options.
Among social platforms, Facebook and Instagram have already been improving their eCommerce integrations and Snapchat is now following the same path too.