Marketing
Thursday March 18, 2021 By David Quintanilla
Snapchat Acquires eCommerce Technology Firm FitAnalytics to Boost its Virtual Try-On Options


eCommerce is more and more trying like a key element of Snapchat’s future, with the event of virtual try-on tools and different options designed to assist Snap customers uncover and buy the newest merchandise in-stream.

At present, Snap took one other step in the direction of the following stage for its procuring choices, with the acquisition of digital sizing company FitAnalytics, which gives instruments that assist manufacturers facilitate extra correct product matches, whereas additionally amassing related knowledge on buyer preferences.

FitAnalytics

FitAnalytics works with a spread of outlets on their digital sizing and choice instruments, together with The North Face, ASOS, Calvin Klein and extra. 

The merger with Snap will see FitAnalytics working with Snap’s crew to develop superior connection instruments within the app – as defined by FitAnalytics CEO Sebastian Schulze:

“This acquisition will strengthen Match Analytics’ place as an business chief in attire and footwear expertise […] Our predominant focus going ahead might be to scale the Match Analytics enterprise and work with Snap to develop their procuring platform, leveraging our expertise and experience. Our groups might be collectively executing on next-gen procuring, style and magnificence choices.”

Amongst these next-gen choices might be a extra superior variation of digital try-on instruments. As reported by TechCrunch, amongst FitAnalytics’ tasks, they’re creating a brand new system designed to match clothes utilizing photos that prospects add themselves.

That would tie into Snapchat’s advancing body-mapping technology, which it is already utilizing to mannequin Bitmoji fashion items.

Certainly, Snapchat’s seeking to construct an entire vary of digital clothes choices to your Bitmoji characters, and together with the matching capabilities of FitAnalytics, it could be seeking to present superior digital try-on instruments, that allow customers to get a greater understanding of what they will seem like in any merchandise of clothes earlier than they buy.

Think about, for instance, you take a look at out a brand new merchandise of clothes in your Bitmoji character, and also you prefer it a lot that you just truly need to see how it could look in your actual physique. This new partnership might facilitate this – and that is simply one of many some ways through which this might be a significant deal for Snapchat.

Merging digital and real-world environments has been Snap’s focus for a while, and enabling customers to put on the garments they do on-line is one other key step on this course of. That will not look like a direct hyperlink, however as proven by Fortnite and different platforms with in-app cosmetics, individuals can pay to decorate up their digital characters, and it isn’t a stretch to think about that very same enthusiasm increasing to their real-life style choices.

If Snapchat can combine its physique mapping tech with FitAnalytics’ superior dimension and scale instruments, that might be a significant shift, and will rapidly make Snapchat a key chief in driving style developments.  



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