You can listen to an audio version of this post in a dialogue form (generated using NotebookLM) at this link: Download Consumer Engagement_Digital Era_Prada & Miu Miu Bags X Snapchats Bitmoji
The history of department stores shows us the power of creating desire through perfectly curated displays. Think of the iconic Christmas windows in cities like London and New York or luxury store installations that collaborate with artists and architects to craft unforgettable experiences.
A recent standout, for example, is OMA's Shohei Shigematsu's design for the Louis Vuitton flagship on 57th Street in Manhattan. This temporary space (planned to run for two to three years) features mesmerizing 16-meter-high towers of stacked trunks - a tribute to the verticality of Midtown Manhattan.
But we live in an era of constant change, and brands must connect with consumers across diverse platforms and spaces, both physical and digital. The rise of digital fashion and virtual wardrobes began a few years ago, gaining momentum during the Covid-19 pandemic in 2020. What started as a niche interest has evolved into a vibrant new frontier, spanning everything from designs for video game characters to bespoke creations for avatars.
Personalizing an avatar to reflect your IRL self or creating a stylish virtual persona that inspires your physical wardrobe has evolved beyond its earlier, more superficial roots. Collaborations between tech companies and fashion brands are driving this shift, even if some early efforts, like Balenciaga, Prada, and Thom Browne's designs for the Meta Avatar Store, didn't quite resonate with consumers.
Roblox's 2023 Digital Expression, Fashion & Beauty Trends Report sheds light on this transformation. Among over 1,500 Gen Zers in the U.S. and UK active on platforms like Roblox, 56% said virtual styling holds greater importance than their physical-world fashion choices.
This sentiment is even stronger among older Gen Zers aged 22–26, with 64% prioritizing avatar styling over real-world outfits. The proof is in the numbers: nearly 1.6 billion digital fashion items and accessories were purchased on Roblox Marketplace last year alone. Additionally, 84% of Gen Z respondents said they would be more likely to consider wearing a brand in real life after purchasing items from that brand for their avatars.
Things are rapidly evolving with more collaborations. At the Snap Partner Summit in September, Snap Inc. (the developer of Snapchat and owner of Bitmoji) announced new designer handbags. The accessories - Prada's Small Galleria Bag in Saffiano leather (though our digital avatars will never be able to touch real Saffiano leather…) and Miu Miu's Wander Bag - launched yesterday. Unlike their physical counterparts, these items are much more affordable (priced under 11 euros). Bitmojis can now wear the bags across Snapchat, from profiles and stickers to the Snap Map and Lenses.
While not all brands have ventured into digital design for avatars, those that have recognize the deep connection between users and their digital selves. A digital bag bought for an avatar today could very well lead to a real-world purchase in the future, especially as these users are still young. Engaging users at this playful, game-like level can indeed build lasting connections with consumers and even introduce them to fashion.
This collaboration marks Bitmoji's first foray into bags, but it's not their first fashion offering. Users can also choose from 14 Miu Miu garments, including a chino miniskirt, cropped knitwear, and woolen pants, as well as 18 pieces from Prada, such as a cashmere cardigan and a re-nylon baseball cap.
And if Miu Miu and Prada aren't to their taste, users can explore digital offerings from brands like Valentino, Ralph Lauren, Off-White, Carhartt, Adidas, Crocs, Converse, Nike, and more (or they may opt for the "Beauty Drops" that replicate real-world makeup products for their avatars).
Some of these digital items are available for free, promoting their real-world counterparts, while others require a purchase. For example, Valentino’s Bitmoji Luxury collection last year - including a Crêpe Couture Dress, Embroidered Blazer, and Rockstud Pumps - could be unlocked by redeeming Snap Tokens (80 to 1,100 tokens, available for purchase in the Snapchat Token Shop).
Brands obviously take a share of these sales, but the appeal for fashion houses goes beyond these (somehow smaller) immediate profits. They're indeed betting on the long-term value of cultivating digital engagement, which, as stated above, could translate into real-world purchases down the line.
Snapchat has become a major player in the fashion scene, with users turning to the platform not just for shopping but also for sharing opinions, seeking advice, and making buying decisions through chats. One of the app's most popular features – the Augmented Reality (AR) Lenses - also plays a significant role in enhancing the shopping experience.
Snapchat's partnerships with luxury brands, particularly in the augmented reality (AR) ecosystem, have gone from strength to strength. As mentioned in a previous post, back in 2019, Louis Vuitton unveiled a collaboration at VivaTech in Paris, allowing visitors to unlock a virtual version of their Keepall bag using a Snapcode. In 2021, Snap Inc. expanded its AR offerings with the launch of its first Bag Try-On AR Lens, which included a selection of Prada purses (Snap Inc. and Prada have been working together since 2017). Over the years, other prestigious brands, such as Cartier, have followed suit, introducing shoppable AR experiences like Cartier's AR Lens that lets users try on its designs virtually.
These AR experiences are poised to be further enhanced with Snapchat's Spectacles AR glasses, which hold significant potential across multiple industries, including fashion (in a way the sunglasses included in Prada's Spring/Summer 2025 men's collection made a nod to AR glasses by incorporating mirrored lenses in their designs, creating visual illusions of beach views, marble statues, and sailing boats on the horizon).
In essence, the handbags for Bitmoji avatars are just the beginning - a temporary digital accessory and a preview of the immersive AR experiences that may become commonplace in the near future (more virtual try-ons, but also interactive runway experiences, ad campaigns or even collections of patterns from the archives to overlay on the real-world... the possibilities, as you may guess, are endless). And though small, a handbag can easily steal the spotlight. Last week, Charli XCX carried a black Gucci Jackie shoulder bag ifrom the luxury fashion label's A/W 2024 collection during her "360" performance on Saturday Night Live, puzzling fans (why carrying a bag during a live performance?). Who knows, perhaps it marked a new phase for the "Brat" artist, just like Prada & Miu Miu Bags X Snapchat's Bitmoji may be ushering in a new era of digital opportunities involving fashion. Looks like whether physical or digital, handbags are being used as symbols and metaphors for something bigger on the horizon.
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