US teen apparel label Hollister is promoting the launch of its spring collection by creating 12 corresponding outfits for Bitmoji characters, available to post on Snapchat.
At present, users can create their own avatars through a standalone Bitmoji app, which generates the ‘mini me’ characters in a variety of situations, such as showcasing emotions or sending the recipient greetings.
The Hollister launch aims to create a unique experience for Snapchat users and propel the brand back into the forefront of the teen shopper’s mind. For the Bitmoji experience, outfits include items that feature in their newest collection such as t-shirts with the brand’s iconic eagle logo and a men’s camo sweater.
As Michael Schneider, VP of marketing, told WWD: “At Hollister, we aim to create emotional and engaging brand experiences where we know our customers are spending their time.“
This focus on the consumer and the brand experience can also be seen to have positively influenced the last quarter of the brand’s sales period, with a quarterly comparable sales gain of 11%.
This is not the first time Hollister has spearheaded digital experiences on the Snapchat platform in order to engage with the Gen Z audience that is at the core of the brand. In 2015, it launched geo-tagged filters available at thousands of high schools in the US and Canada. In 2017, it launched a retro video game available through Snapcodes.