Levi’s is launching an exclusive product with Disney with a shoppable Snapchat experience only available at the brand’s store in Walt Disney World’s Disney Springs complex in Florida.
The limited edition Levi’s x Mickey Mouse cap can only be purchased once the user scans a Snapcode at the store, and triggers a special lens to try it on. The lens includes a ‘shop now’ functionality powered by Shopify to complete purchase, with Darkstore handling fulfilment. Users can also screenshot the Snapcode to allow their friends and family who are not at the location to buy the exclusive item.
“One of the ways we pursue innovation is by creating unique and immersive experiences with consumers,” said Brady Stewart, SVP of LSA Digital at Levi Strauss & Co. “What was important to us was to be able to marry the physical, the digital and the social side of things into one experience as a company.”
Speaking to Adweek, Stewart explained that the goal of the concept was to bring alive the viral element of the experience and the hat itself, for its nature of being a limited edition item.
As Snapchat’s daily user base continues to decline, the social media company continues to push forward its social commerce strategy to bank on its highly engaged audience. Earlier this year, it teamed up with Nike to sell exclusive Air Jordan shoes at a basketball match, which sold out within minutes. Most recently, it worked with Adidas to sell an exclusive shoe through Snapchat original video content on its Discover feature.
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