Why more fashion brands are investing in Snapchat's Bitmoji

In its aim to stay competitive among social platforms, Snapchat has launched a new string of high profile-fashion partnerships. Snapchat worked with Ralph Lauren in November and Jordan Brand in September on a number of initiatives, both on the main Snapchat app and with the platform’s subsidiary company Bitmoji. And on Thursday afternoon, Snapchat will roll out a third fashion partnership in three months with Levi’s, which includes releasing a collection of Levi’s products that people can use to dress their virtual Bitmoji avatars or buy in real life to dress themselves. Snap is aiming to link with fashion partners using both time-tested tactics and new ones — last week with Ralph Lauren, it introduced the ability to scan a fabric logo on clothing using its app and be directed to online content. Snapchat has lagged behind other social platforms, with 46 million monthly active U.S. users as of October 2020, while Instagram has more than 120 million monthly active users in the U.S. But the increase in brand partnerships and the advertising dollars they brought in over the last year have helped the platform monetize the audience it does have. Snap ads typically start at around $3,000 per month,…
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