Brief:
- Levi’s this week launched a line of virtual clothing on Snapchat that represents items holiday shoppers can likewise purchase in real life, according to information emailed to Mobile Online marketer. Users of the photo-messaging app can dress up their Bitmoji avatars in Levi’s x Bitmoji collection, and purchase items from the collection on their own directly from Levi’s website.
- The collection includes denim, trucker jackets, and Western shirts in multiple washes. Levi’s provided 12 curated tries to find Bitmoji, however, Snapchat users can tailor their avatar’s look by mixing and matching designs in billions of mixes.
- The new collection lets consumers match their social networks avatars, potentially helping Levi’s drive direct sales from its website. Snapchat users will see their styles in in-app features like Snap Map, Bitmoji Stories, chats, and augmented reality (AR) lenses. They likewise can use their avatars in mobile video games that are integrated with Snapchat, per the statement.
Insight:
As consumers reveal themselves through social media, Levi’s can take part in the cultural pattern by giving Snapchat users a way to personalize their Bitmoji with its clothes. In addition to raising awareness for its brand as people decorate their avatars, Levi’s can drive direct sales with the link to its website, letting people match their social network’s presence in reality. As clothing brand names like Levi’s seek to drive e-commerce sales from customers who are preventing shops throughout the pandemic, having a stronger presence on social platforms has become even more crucial.
Moms and dad company Levi Strauss has felt the pandemic’s negative effects on the retailing industry, with 2 straight quarters of double-digit sales declines. There are indications that the company is recovering, with income falling 27% to $1.06 billion in Q3 from a year previously– a less extreme dip than its 62% plunge to $489 million a quarter previously. E-commerce has been an intense area, though inadequate to completely offset the steep declines for retail. The brand reported a 52% dive in online revenue in Q3 as homebound customers looked for clothing online at higher rates.
To reach those customers, Levi Strauss has ramped up a range of online sales efforts. The company in October streamed a live show on Amazon, where it has hosted live occasions for the previous number of years, throughout the e-commerce company’s yearly Prime Day shopping occasion, The Wall Street Journal reported. Up until the pandemic subsides, more garments brands might provide live-streamed sales occasions to reach homebound folks.
For Snapchat, Levi’s activation is another sign of how parent business Snap is monetizing Bitmoji. The avatars have become an essential function of the app after Snap got Bitstrips, the maker of the Bitmoji app, for more than $100 million in 2016. Levi’s is the current brand to provide a clothing line for the avatars, following a comparable effort by Nike’s Air Jordan brand name and Ralph Lauren, whose collection had a “store the appearance” feature on its site.
