Snapchat scores points with new augmented reality shopping features

At the end of November, Zalando tested a new form of virtual fitting on Snapchat for three of its brands (Even & Odd, Zign and Your Turn). Users can try different tissues with the new “2D Try On” virtual dressing solution. To do this, they had to click on the corresponding lens and were then able to virtually wear one of the items of clothing. To get dressed live and digitally, they had to take a photo of themselves beforehand. The dress or T-shirt you clicked on was then adapted exactly to the photo and your figure. The fabrics depicted in the original photo have disappeared.

The novelty of the “2D Try On” lens is the two-dimensional approach. Until now, virtual fittings on Snapchat have been possible in three dimensions. With 3D Try On campaigns, companies had to produce their products as a three-dimensional model in order to build an AR lens from them. This is a relatively complex process, which nevertheless also leads to very precise results: the user can move around in the garment and look at it from all sides. The 2D Try On Lens is less accurate here, but much easier for retailers and fashion brands to use. Not only can you make the flagship product of a collection available for a virtual try-on, but the entire collection at once. It is also convenient for Snapchatters, because full body photos only need to be stored once, with which different products can be tried out again and again.