Last fall, in a crucial move Kim Jones Creative Director at Christian Dior, made a venture into the high top, rubber-soled, lace-up world of skater wear. With the arrival of the B27 Sneaker, the bulbous hips and corseted tailoring of Christian Dior’s beginning looked like a far-thing of the past. Now, Kim Jones was including an urban casualness, a sporty taste only found in sportswear’s spirit.
Christian Dior has partnered with Snapchat, which is also their first tech partnership. Both the companies together launched an augmented reality try-on filter that simulates a realistic picture of in-store shopping.
Promoted through the Snap Ads to AR Lens format and Snapchat Lenses Carousel, shoppers are encouraged to try six pairs of B27s and then allowing them to purchase the product through the app.
CD entered the tech territory to target Gen Z consumers, courting them on their own turf. They are trying to make the point of purchase not only unique but also seamlessly integrated with a newer shopping experience.
“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. Considering that visual communication is at the heart of ‘Snapchat’s Generation,’ they need to talk to them now.” – Geoffrey Perez, Head of Luxury, Snapchat.