Snapchat and Gucci Pilot AR 'Try-On' Lenses for Shoes
Snapchat and Gucci are launching the first augmented reality Lenses for virtual shoe try-ons. The feature allows users to see how the footwear looks on their own feet in real time through their phone camera. The pilot represents a major step forward for AR-driven social commerce, blending product discovery with immersive tech.
The July 2020 campaign with Gucci was Snapchat's inaugural global sponsored AR shoe try-on, allowing users to virtually test four sneaker styles: the Gucci Ace, Rhyton, Tennis 1977, and Screener. This initial collaboration proved successful, generating a positive return on ad spend and encouraging further investment in AR-driven commerce. Following the Gucci pilot, Snapchat has systematically expanded its AR shopping capabilities. In April 2022, the platform launched "Dress Up," a dedicated hub for AR fashion and virtual try-on experiences from various brands and creators. This was followed by the introduction of AR Enterprise Services (ARES) in March 2023, a service that allows retailers to integrate Snap's AR technology into their own websites and apps. The impact of these tools is evident in the performance of other brands. Eyewear company Goodr saw a 67% increase in conversions among mobile users after implementing AR try-on, while fashion retailer Princess Polly experienced a 24% lower return rate from shoppers who used the fit and sizing technology. These results highlight the technology's ability to boost consumer confidence and drive sales. While Snapchat has been a pioneer in AR-based social commerce, competitors are also making significant inroads. Meta's platforms, Facebook and Instagram, offer product tagging and in-app checkouts, though they have shifted focus away from live shopping. TikTok has rapidly grown its social commerce presence with "TikTok Shop," which excels at driving impulse purchases through its entertainment-first, short-form video format. Looking ahead, the AR in retail market is projected to grow significantly, with some estimates suggesting it could reach over $36 billion by 2032. The future of social commerce will likely involve deeper integration of AI for hyper-personalization and more immersive AR/VR experiences. This will blur the lines between entertainment and shopping, creating a more interactive and personalized customer journey.
