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Latest B27 News
Apr 4, 2021
Dior created an AR Lens so users can try on the B27 and promoted it in ads and on its business profile. Courtesy image “The campaign was very unique, as it was the first time ever that a brand was using their business profile to generate early excitement as soon as their new sneakers were released,” Geoffrey Perez, Snapchat’s head of luxury, explained to WWD. “On top of that, Christian Dior Couture made this activation as a one-of-its-kind by bringing the Snap exclusive try-on feature to a diverse mix of touch points, such as their websites and social media channels.” The brand considers its Snapchat campaign as one of its most successful activations to date. “Dior’s creative DNA is transposed in the digital space,” a Dior spokesperson said. “Having revolutionized fashion, the house is now pioneering the digital customer experience given the increasing need, particularly in the context of the COVID-19 pandemic, to stay connected with our audience.” Dior has always been interested in AR, the person added, given Gen Z’s preference for mobile shopping and the ease of purchase in these platforms. Indeed, it has been dabbling with AR for quite some time, including initiatives for its Rimowa luggage capsule collection in 2019 and its holiday packaging over the last holiday season, which went out over Facebook, Instagram and Snapchat. This is likely why more luxury brands are pursuing the technology . Historically legacy brands and luxury houses have been as skeptical of emerging tech as fashion fads, unwilling to gamble their prestige on fly-by-night trends that may zoom in and right back out. But now, many more — including Gucci, Chanel, Burberry, Yoox Net-a-porter, Michael Kors, Ba&sh and others — have stepped through the virtual looking glass, in no small part due to the pandemic. According to a new report from Thrive Analytics and ARtillery Intelligence, more people are using the tech, and most who do are using it often. Twenty-nine percent of consumers say they’ve used AR on their mobile devices, and 59 percent of them are using it at least once per week. Seventy-eight percent are using it at least monthly. On Snapchat, more than 200 million daily active users engaged with AR every day on average in the fourth quarter of last year. In other words, augmented reality can hardly be considered a fringe or emerging technology anymore and luxury appears to have gotten the memo. “We have noticed a growing interest for AR and, more specifically, AR shopping across all luxury brands, and the pandemic has only accelerated that trend,” Perez said. Snap’s partnerships for AR span maisons like Dior and Gucci, beauty brands like Maybelline and NYX Professional Makeup and other fashion brands, such as Ralph Lauren. The tech company worked with the Polo brand on a variety of projects, from a Bitmoji digital wardrobe and a virtual pony to a hybrid physical and virtual store experience that allows shoppers to visit and shop Ralph Lauren stores, from New York to Hong Kong. The challenge in front of luxury brands is to understand augmented reality as a creative canvas, as well as a business tool to reach younger audiences. “Luxury brands build and extend a legacy. To do this, they need to be where their audience is, and if they don’t speak to them right away, they run the risk of losing them permanently,” Perez warned. At stake are the all-important Millennial and Gen Z shoppers, which he referred to respectively as their “current and future consumers.” Naturally, Perez sees his platform as the essential place to reach them, “and considering that visual communication is at the heart of ‘Snapchat’s Generation,’ they need to talk to them now.”
B27 Frequently Asked Questions (FAQ)
When was B27 founded?
B27 was founded in 2002.
Where is B27's headquarters?
B27's headquarters is located at 8885 Monroe Rd, Houston.
What is B27's latest funding round?
B27's latest funding round is Acquired.
Who are the investors of B27?
Investors of B27 include DXP Enterprises, Champlain Capital Partners and GulfStar Group.
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