Introduction to Snapchat’s Winter Village
Snapchat has partnered with luxury brands Chopard, Boss, and Lancôme to create a shoppable augmented reality experience called the Snapchat Winter Village. This unique experience allows users to buy various products from the participating brands and complete their purchases through the brand’s e-commerce site.
The Snapchat Winter Village Experience
The Snapchat Winter Village includes three virtual boutiques customized for the participating brands. Within each experience, users can explore branded boutiques, discover products up close using AR, and shop various products. The village is on the market through December 31 and was created with creative studio Atomic. The activation is supposed to mimic the in-person shopping experience, which is preferred by cohorts including Gen Z.
Why Gen Z Prefers In-Person Shopping
Gen Z prefers in-person purchasing for several reasons, including the power to the touch and see products, experience holiday displays, and secure promotions. According to holiday research from PwC, 61% of Gen Z now prefer to find latest products in-store. The winter village attempts to duplicate one of the best parts of in-person shopping, allowing consumers to explore branded boutiques and discover products up close using AR.
The Brands’ Experiences
Each brand has its own unique experience throughout the Snapchat Winter Village. Chopard’s experience features displays of signature watches and jewellery, with interactive product cards highlighting the story of each bit. Lancôme’s area contains a train-inspired fragrance experience where the Lancôme Express is reimagined above snowy mountains. Boss’ experience introduces an Augmented Factory, a festive space with copper-toned accents and moving conveyor belts that highlight the Boss x Steiff collection.
Reaching Gen Z with Luxury Brands
The Snapchat experience is an example of how luxury brands are adjusting their marketing playbooks to achieve Gen Z, a generation whose interest within the category is growing. Gen Z is anticipated to account for 25% of worldwide luxury spending by 2030, in accordance with Boston Consulting Group. Brands are refining their strategies to resonate with this generation, including creating immersive experiences just like the Snapchat Winter Village.
The Future of Luxury Spending
Consumers this holiday season are forecast to spend 10% less over 2024, in accordance with Deloitte. Gen Z is anticipated to steer the spending pullback at 34%, putting additional pressure on brands to craft an intentional strategy in the event that they want to resonate with the generation. The Snapchat Winter Village is on the market in several countries, including the U.S., UK, Middle East, Germany, the Nordics, France, and Benelux.
Conclusion
The Snapchat Winter Village is a novel and immersive experience that permits users to buy various products from luxury brands Chopard, Boss, and Lancôme. The experience is designed to mimic the in-person shopping experience, which is preferred by Gen Z. As Gen Z’s interest in luxury brands continues to grow, it’ll be interesting to see how brands adapt their marketing strategies to achieve this generation. The Snapchat Winter Village is an excellent example of how brands can create engaging and immersive experiences to achieve younger consumers.
