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Snapchat’s Latest Bitmoji Fashion Options Could Help it Lead the Way in the Next Big eCommerce Shift

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Could this help position Snapchat to lead the way on the next big eCommerce trend?

This week, Snapchat has announced a new partnership with Levi’s, which will enable users to dress up their Bitmoji avatars in classic Levi’s outfits.

Bitmoji x Levis

As explained by Snap:

“The Levi’s x Bitmoji collection features timeless Levi’s pieces including the 501 Original Fit Jeans, Trucker Jackets, and Western Shirts, all available in multiple washes. Snapchatters and Bitmoji users can choose between 12 curated Levi’s outfits, or they can customize their look further with billions of unique ways to style the classic pieces.”

Snapchat added the capability to dress up your Bitmoji character in different outfits last year, which has since lead to partnerships with Ralph Lauren and Jordan, among others in creating Bitmoji clothing options.

Snapchat x Jordan

Bitmoji characters are hugely popular in the app, with around 70% of Snapchat users engaging with the feature.

Given this, the option to dress up your custom character in different items of clothing, further aligning it with your personal preferences, has also proven to be a hit – and while seeing your avatar dressed up in new fashion outfits isn’t the same as trying those clothes on for yourself, it does help to further brand affiliation, and align consumers with a brand identity.

But Snapchat’s actually now able to go a step further – take a look at this tweet from Snapchat GM Matt McGowan.

Now, with Snapchat’s full-body tracking tools, users can create life-sized versions of their Bitmoji characters, which they can overlay onto real-world scenes. 

It’s not perfect – you can still see the person’s real arms and legs overflowing slightly as they move. But it’s another way to use Bitmoji characters, and Snap AR, to create a whole new experience. Which also helps to showcase the clothes that your Bitmoji is wearing, and could be a great way to increase brand awareness and connection.

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Like all social platforms, Snapchat has been looking to merge into eCommerce of late, as a means to maximize its revenue potential, and increase user engagement.

Snap introduced its first ‘shoppable’ Snap Original shows back in June, and has been working with several brands on new eCommerce integrations, like scannable barcodes and logos and AR ‘try on’ options, like this integration with Gucci:

Snapchat AR Try on

With Facebook and Instagram now pushing their own eCommerce integrations, it makes sense for Snap to also follow suit, as those new activations will change consumer habits over time. Essentially, that means that consumers will eventually come to expect that they’ll be able to buy whatever they see in the images and videos shared to their social feeds. The platforms that can best align with this will open up a range of new possibilities for their business tools.

What’s most interesting about Snap, however, is its focus on AR for such purpose, which is where many expect consumer attention to shift in the second half of 2021.

Facebook says that its AR glasses will be made available to the public next year, and Apple is also working on AR wearables. Given this, Snapchat could actually be at the forefront of this next stage with these new features, despite the fact that Facebook looks likely to lead the charge in taking that next step.

That could better position Snapchat as the AR leader, and if Snap can also find a way to convert its camera-equipped Spectacles into a full AR-enabled device, that could put it in a good position to challenge the big players in the AR/eCommerce shift.

And that shift will be big. Right now, it may seem like a novelty, an interesting addition, it may seem like a bit of a gimmick to be able to dress up your Bitmoji avatar in brand name clothing. But this could be a significant development, and it could help Snap evolve with the next phase of consumer activity.

Socialmediatoday.com

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Iran pop singer silenced, but his song remains a protest anthem

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Shervin Hajipour's song "Baraye" draws on the tweets of Iranians longing for a normal life

Shervin Hajipour’s song “Baraye” draws on the tweets of Iranians longing for a normal life – Copyright Indo-Tibetan Border Police (ITBP)/AFP –

David Vujanovic

Even though he has been silenced, Iranian pop singer Shirvin Hajipour’s impassioned song in support of protests over Mahsa Amini’s death in custody remains an unofficial anthem of the movement.

The song “Baraye” notched up 40 million views on Instagram before it was deleted when Hajipour was arrested, but he has since been freed on bail and has distanced himself from politics, likely as a condition for his release.

Baraye, the Persian word “For” or “Because”, is composed of tweets about the protests and highlights longings people have for things lacking in sanctions-hit Iran, where many complain of hardship caused by economic mismanagement.

It also draws on everyday activities that have landed people in trouble with the authorities in the Islamic republic.

“For the sake of dancing in the streets; Because of the fear felt while kissing; For my sister, your sister, your sisters,” the song’s lyrics say.

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“Because of the embarrassment of an empty pocket; Because we are longing for a normal life… Because of this polluted air.”

Baraye has been heard played loudly at night from apartment blocks in Iran to show support for protests sparked by Amini’s death on September 16, after the notorious morality police arrested her for allegedly breaching rules requiring women to wear hijab headscarves and modest clothes.

It was also sung with gusto by the Iranian diaspora at rallies in more than 150 cities around the world at the weekend.

In one clip shared by the New York-based Center for Human Rights in Iran, a group of schoolgirls without headscarves is seen singing Baraye in class with their backs to the camera.

The tune was removed from Hajipour’s Instagram account shortly after his arrest but is still widely available on other social media platforms, including Twitter and YouTube.

– ‘Because of forced Instagram stories’ –

Hajipour’s lawyer Majid Kaveh said he was released on bail at noon on Tuesday.

The reformist Shargh newspaper said his family had been informed of his arrest in the northern city of Sari on Saturday, in a report that cited his sister Kamand Hajipour.

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She had said in an Instagram post that her parents had been informed of his arrest in a call from the city’s intelligence ministry offices.

Shortly after his release, Hajipour was back on Instagram, but this time to apologise and distance himself from politics.

“I’m here to say I’m okay,” he told his 1.9 million followers on the platform.

“But I’m sorry that some particular movements based outside of Iran — which I have had no relations with — made some improper political uses of this song.

“I would not swap this (country) for anywhere else and I will stay for my homeland, my flag, my people, and I will sing.

“I don’t want to be a plaything for those who do not think of me, you or this country,” he added.

In response to his post, many on Twitter suggested the line “Because of forced Instagram stories” should be added to the lyrics of the song.

Human rights groups including Article 19 have repeatedly called on Iran to end its use of forced confessions, which they say are false and extracted under duress or even torture.

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In one recent case, a young Iranian woman, Sepideh Rashno, disappeared after becoming involved in a dispute on a Tehran bus with another woman who accused her of removing her headscarf.

She was held by the powerful Islamic Revolutionary Guard Corps and appeared on television in what activists said was a forced confession before being released on bail in late August.

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