Adidas sold its latest sneakers through a fashion show hosted exclusively on Snapchat, making it a platform first.
The brand launched an iteration of its Adidas Originals Falcon W style on “Fashion 5 Ways”, a new show that premiered on the social media platform’s Discover page last week.
Fans watching the show could purchase the shoe by swiping up, which revealed an e-commerce page powered by Shopify, with delivery fulfilled by Darkstore. This marks the first time Snapchat users can purchase a product through one of its shows.
“Fashion 5 Ways”, produced by Thumb Candy Media, is a show catering to young women who want to explore different ways to wear fashion staples such as sneakers. According to Snapchat, millions of viewers watched this specific episode, with 70% of the overall audience for it being women aged 13 to 24.
Brands are increasingly finding ways of gamifying real life interactions with the help of their customer’s mobile behaviors. Beyond quirky mobile games, this trend now includes an important final touchpoint: retail. By creating demand and providing tools to fulfil it on the spot, these brands are locking consumers into their ecosystems.
Another example happened in February this year, when Nike became the first brand to sell a product on Snapchat by allowing users to scan an exclusive Snap code at an afterparty in Los Angeles that they could use to purchase shoes and receive them on the same night. In this instance, all of the sneakers sold out within 23 minutes.
A further indication that sportswear labels are spearheading this movement: during this year’s SXSW festival, cult label Outdoor Voices launched an AR experience that surfaced exclusive styles of clothing depending on the user’s location. The user could then purchase the items exclusively.
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