Snapchat, already a key destination for beauty consumers, is apparently ready to push even deeper into the complex world of fashion commerce, judging by Snap Inc.’s latest acquisition.
Fit Analytics seems pleased to be joining Snap’s ranks. In a blog post posted on Wednesday, chief executive officer and founder Sebastian Schulze wrote, “This acquisition will strengthen Fit Analytics’ position as an industry leader in apparel and footwear technology….Our main focus going forward will be to scale the Fit Analytics business and work with Snap to grow their shopping platform, leveraging our technology and expertise.
The social media company also has a solid track record of fusing tech experiences to shopping. The platform helped drive augmented reality’s adoption and evolution from fun novelty to serious shopping tool for beauty, furniture, eyewear and other categories. Now the beauty AR is everywhere, from dedicated brand apps and sites to Instagram, YouTube and Google search.
When Snap worked with Gucci last summer for shoe try-ons, the visuals looked very appealing. But it was hard to know how the shoes might actually feel on a given foot. It’s even more complicated for soft goods like apparel, which may not lay on a figure the same way in real life as it would in AR.