Did you know that you use AR technology every time you use a Snapchat filter or filters on other social media like Instagram?
AR filters work with your camera to generate special effects for images. The filter superimposes these effects on top of faces that you can see on your screen. These filters provide us with a novel way to express ourselves in a world we increasingly spend more of our time.
Why does this technology matter for brands? According to Bohannon, people use AR filters an average of 75 seconds, which is 4x longer than mobile video. AR filters presents an opportunity for fashion brands to build a community and increase brand recognition in a way that provokes a greater emotional response. The filters help users create their own shareable experience. User-generated content is the new word-of-mouth marketing strategy.
Several brands and designers are engaging consumers through AR filters, especially when promoting a new collection. Each brand adds a unique touch.
In 2018, Michael Kors became the first brand to launch an AR advertisement on Facebook. The promotion featured five variations of the brand’s aviator sunglasses to celebrate National Sunglasses Day. Users could share a picture of their try-on via their Facebook Story and purchase a real pair through the Facebook app.
Gucci created an AR filter called “Aria” to introduce the Aria Collection by Alessandro Michele and allow users to try on the pieces.
Retailer H&M created six AR filters to publicize a collection of clothing inspired by 1990s streetwear.
P.E. Nation released P.E. Nation Alpine to allow users to virtually try on three key pieces from the new snow-wear collection in a 360 degree snow environment. You can interject yourself into the look-book
Louis Vuitton released a filter linked to the League of Legends game, for which the company designed outfits for the characters. Enter the Metaverse to read more about digital fashion, NFTs, gaming, and more.