Sustainable clothing firm Pangaia has partnered with Snapchat to debut a Virtual Try On (VTO) augmented reality (AR) campaign for its Grape Leather Sneaker range. Via the AR experience, Snapchatters are able to try on the brand’s Grape Leather Sneaker and swipe through the colours in the range to see what suits them best. Once they have chosen their favourite pair, they can then swipe up to buy.
Pangaia’s Grape Leather Sneakers are the brand’s take on the classic sneaker. They are made with Vegea, which uses waste from the wine industry, transforming repurposed discarded grape skins, stalks and seeds into lightweight grape leather.
This is the first time Pangaia has launched a Virtual Try On campaign, allowing the brand to tap into the booming AR eCommerce market. A recent study by Foresight Factory showed that 56 per cent of those who have used AR when shopping online stated it encouraged them to buy. The same study showed that around 42 per cent of online returns could potentially be avoided by using AR technology to try on items.
To access the experience, users open the app and click on the campaign icon in their Lens carousel. Once activated, they are prompted to smile to launch a grape transformation animation. The sneaker appears in the centre of the screen and users can manipulate the 3D show and change its colour. The user can then swap the camera to try the sneakers on.
Once on the back camera, a hint asks the user to find their feet to start the try-on experience. The user can then change the sneaker colour with a UI picker.