How Snapchat can boost e-commerce sales

Michael Kors has come up with a fun, smart use of Snapchat that may just solve one of the key issues brands are facing with online shopping.

While purchasing a bag online doesn’t necessarily require a fitting room session before hand, shopping for clothes or accessories you actually wear on our body usually does (let’s say sunglasses). To advertise for its Kendall II shades, the brand Michael Kors set up a Snapchat lens┬áon June 27th, which just happens to be the U.S. National Sunglasses Day (apparently, there is such a thing).

Just like any other Snapchat lens, this one allows users to take a selfie and the lens filter sets the sunglasses on their nose! So Snapchat users in the U.S. were able to have fun virtually trying on luxury sunglasses on for 24h and sending the results to their friends. This campaign leveraged the whole hype around the National Sunglasses Day and mixed it with the overall enthusiasm for selfies among millennials, which in result created branded moments in young people’s exchanges with their friends.

The Kendall II sunglasses being relatively affordable for a luxury brand (they’re priced 149$), targeting millennials through one of their favorite apps was a great way to secure some top-of-mind brand and product awareness for the model as the summer holidays are approaching.

I believe fashion brands should create similar campaigns to generate engagement around their products in a fun way, that focuses on the users and their friends, rather than focusing on celebrities and products. While it may be hard to develop a lens filter, it is worth it in terms of awareness and feelings towards the brand.

360┬░ videos already mainstream among luxury brands

Luxury loves 360┬░ videos…

360┬░┬ávideos technology┬áhas become easily accessible to brands a few months ago and we have already noticed multiple brand experiences offering a 360┬░ mini-websites or┬ávideos. These efforts from brands to create an interactive and original experience is great but using┬á360┬░ for the sake of┬á360┬░ is not good enough for luxury brands. Why? Because that’s what all their competitors are doing.

Let’s just take the example of luxury fragrances: last Fall, Dior launched a 360┬░ mini-website for its new men’s fragrance Sauvage, with a road-trip inspired journey to discover content around the perfume. this winter, Jean-Paul Gaultier created a 360┬░ video┬ácalled #BeTheBottle where viewers see a factory through the “eyes” of a perfume bottle, and they get to take a sneak peek at the brand’s fragrance characters.

The latest example would be Chanel and its 3 videos for its men’s Allure Homme Sport fragrance. The brand invites viewers to dive, slide and ride┬áwith the brand by watching men taking a dive in the sea, skateboarding on a mountain road, or horseback riding in the sea, and eventually seeing what they see in order to experiencing it themselves.

… but is missing the point

All the examples above are in line with their brand’s DNA and they deliver a rather original experience to consumers. But there is one thing that bothers me: they all seem a little off, either because they just support an existing campaign, or because they are not good enough for the status of the brand. By not good enough, I simply mean that┬á360┬░ videos have not yet reached the standards of image┬áquality that these brands have got us used to. And while brands offer a rather fun experience every time they create new interactive experiences, they should also contribute to improving the standards in new technologies to keep their edge on other brands. Because, as of now, it mostly looked as if they are only trying to stay at least at the same level as their competitors by using the same technologies.

What I would like to see is a brand like Louis Vuitton embracing its travel-brand positioning and extending its City Guides offer with┬á360┬░ videos that bring life to their content and pushes the quality of their recommendations even further. Brands each have their distinctive identity and I’m sure they can find adequate ways to communicate on them while using new technologies and actually bringing great content that people want to consume and share.