Future Together, Jeans Forever is American Eagle's Fall 2021 back-to-school campaign and it's backed by a virtual shopping experience featuring Bitmoji apparel and Snapchat’s Dress Yourself tool. The campaign focuses on new fall denim styles and the faces of influencers like Addison Rae, Chase Stokes and Madison Bailey, as well as brand ambassadors Caleb McLaughlin and Jenna Ortega. Outside of Snapchat, the influencers promoted the rollout of the campaign on the live audio room app Clubhouse.
The digital clothing line lets Snapchat users (primarily Gen Z) participate in an augmented reality experience for shopping the latest styles. Increasingly, consumers are becoming interested in outfitting their avatars with branded styles to extend their sense of self-expression to the metaverse.
Virtual Back-to-School Avatars
American Eagle Made Bitmoji Apparel for Snapchat's 'Dress Yourself'
Trend Themes
1. Avatar Fashion - Creating virtual apparel for avatars in augmented reality experiences represents opportunities for brands to extend their influence to the metaverse.
2. Social Media Marketing - Influencers are increasingly using multiple platforms to promote campaigns, such as Bitmoji clothing lines, creating opportunities for cross-platform marketing.
3. AR Shopping - The use of augmented reality tools, like Snapchat's Dress Yourself, are providing new interactive shopping experiences, with potential for innovation and growth in this market.
Industry Implications
1. Retail - The retail industry can explore opportunities to introduce virtual clothing lines for Gen Z consumers who participate in metaverse experiences.
2. Social Media - Social media companies can take advantage of the popularity of Bitmoji and AR features by collaborating with brands on marketing campaigns.
3. Fashion - The fashion industry can leverage the increasing demand for personalized avatar fashion by developing innovative product lines and marketing strategies.