Selfridges, which is running its Sportopia summer sports sale in its flagship London store, has now added Snapchat to its roster.
The multimedia messaging app has launched its own sports-themed locker room using augmented reality (AR) in the store, with the pop-up available throughout July and August.
Through the AR Mirror experience, shoppers can virtually try on their favourite sports kits, interact with top sports brands and try on AR lenses. They can also see how they look in a customised football kit from Team Selfridges Sportopia.
The QR code will also allow them to save and share their favorite looks with friends and family.
“Sports fans are no longer just people flocking to stadiums – there is a much larger digital audience, and new technologies like augmented reality are constantly changing the way people interact with sports,” said Kate Bird, EMEA Marketing Director at Snapchat.
“To connect with the next generation of fans, sports teams, channels and brands need to meet them where they are — and our immersive locker room experience shows how Snapchat helps brands connect with digital communities and bring people closer to the games they love.”
The store’s sports-themed activities also include a Lacoste takeover. Not only did the company take over the rooftop restaurant and terrace of Alto by San Carlo to temporarily open Le Club Lacoste, but it also secured an exclusive space on the second floor to showcase its new summer collection.
This is a “worldwide retail exclusive” for the collection designed by newly appointed creative director Pelagia Kolotouros.
Authentic’s Champion brand has also launched an in-store franchise.
Located in the Third Floor Design Studio, this store features a selection of the brand’s top products, inspired by the Champion archives, as well as a selection of exclusive pieces only available at Selfridges.
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