Snapchat & Dior: Digital fitting for new luxury sneakers

Dior unveiled its B27 sneaker with augmented reality (AR) lens on Snapchat that lets users of the photo-messaging app virtually try on and buy the shoes, per an announcement emailed to Mobile Marketer.

The luxury brand showcased six styles of the men’s sneakers, which sell for $990 to $1,100 on its Snapchat profile and website. Dior’s website describes the B27 sneakers as an “urban, sporty and refined line” whose inspiration includes “the vintage look of ’80s tennis shoes to the skateboarding universe.”

With many consumers looking to purchase holiday gifts earlier than ever this season because of the pandemic, Dior aims to engage Snapchat users with an immersive AR e-commerce experience that guides them to the point of sale. In addition to raising awareness for Dior, the AR lens transforms Snapchat into a direct sales channel that reaches a broader group of consumers who may not be able to find the shoes in nearby stores.