American Eagle (AE) kicked off its spring 2021 Jeans Are Forever campaign with the debut of its AE x Snapchat AR Jeans Guide, featuring a range of fashion denim for men and women. The two multi-URL 3D shoppable jeans lenses will allow users to view different types of 3D AE jeans in augmented reality using the world-facing camera. By virtually twisting or turning each pair of jeans, users can learn about specific fits, washes and unique details, as well as get styling tips and click to purchase.
As social commerce adoption continues to pick up its pace, more retailers are offering shoppable content on platforms like Snapchat, Instagram and TikTok. AE’s AR jeans lenses on Snapchat are the brand’s latest attempt to engage its Gen Z customer base, which it has connected with via a host of digital initiatives such as a virtual Snapchat store and video shopping via Instagram live.
During an investor meeting in January, the brand’s parent company American Eagle Outfitters said it plans to close 200 to 250 of the 880 current American Eagle locations in the U.S. and Canada over the next two to three years as it grapples with pandemic-fueled declines in traffic at its mall-based stores. During that same meeting, the COO Michael Rempell also said the company will “remain aggressive adopters of both new tools and new technologies” in the digital arena moving forward, pointing to ongoing tests of same-day delivery, in-store customer self-checkout via the American Eagle app and livestreaming.