Levi's, Disney test Snapchat social commerce | RetailTechPodcast

Levi's, Disney test Snapchat social commerce

Brief: Levi Strauss has partnered with Snapchat to sell Disney-branded merchandise at the clothing company's store at Walt Disney World's Disney Springs shopping complex in Orlando. Snapchat users can try on a virtual version of a limited-edition Mickey Mouse hat with an augmented reality lens before buying the item directly in the image-messaging app, Adweek reported. Levi's promotion for limited-edition Disney merchandise combines mobile, digital and social channels with brick-and-mortar retail to provide yet another take on the omnichannel experience. Shoppers who post selfies of themselves wearing the Mickey Mouse hat to Snapchat Stories or in messages to friends could extend the reach of the effort and may compel more people to visit the store while traveling to Orlando. Parent company Snap is working to monetize its user base of core Snapchat fans - which has shrunk by 5 million people in the past two quarters - with social commerce offerings like the Levi's Mickey Mouse hat. The Levi's campaign follows other popular social commerce efforts by apparel makers on Snapchat. Nike's Air Jordan III "Tinker" shoe in February sold out within minutes of the introduction of a Snapchat AR lens, followed by similar efforts from Adidas in August. Read more