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This audio is auto-generated. Please let us know if you have feedback<\/a>.<\/p>\n Dive Brief:\u00a0<\/p>\n Dive Insight:\u00a0<\/p>\n Snapchat is putting its own spin on the in-person shopping experience with its digital winter village. The experience could be a way for the platform to appeal to younger generations like Gen Z, 61% of whom now prefer to discover new products in store<\/a>, according to holiday research from PwC. The cohort prefers in-person shopping for the ability to touch and see products, to experience holiday displays and to secure promotions.\u00a0<\/p>\n The winter village attempts to replicate the best parts of in-person shopping, allowing consumers to explore branded boutiques and discover products up close using AR. Seventy-nine percent of Snapchat users say that AR helps them decide what they want, according to data shared in press details.<\/p>\n Consumers can access the activation through Snapchat\u2019s Lens Carousel and each brand\u2019s public profile. Within Chopard\u2019s experience, consumers can browse displays featuring signature watches and jewelry, and interactive product cards highlight the story of each piece. Resembling a real-world boutique that has been crafted from paper, the virtual store features soft ivory textures throughout.<\/p>\n Lanc\u00f4me\u2019s area features a train-inspired fragrance experience where the Lanc\u00f4me Express<\/a> is reimagined above snowy mountains. The pink and gold carriage features various fragrances, including new offerings such as Vanille Nude and staples like La Vie Est Belle, with stories for each product revealed via AR.\u00a0<\/p>\n Boss\u2019 experience introduces what it bills as an Augmented Factory, a festive space with copper-toned accents and moving conveyor belts that highlight the Boss x Steiff collection. Parent Hugo Boss has made a stronger push to engage younger consumers recently, having debuted its denim-focused line on Roblox<\/a> last year.<\/p>\n The Snapchat experience is an example of how luxury brands are adjusting their marketing playbooks to reach Gen Z, a generation whose interest in the category is growing. The cohort is expected to account for 25% of global luxury spending<\/a> by 2030, according to Boston Consulting Group, up from 4% before the pandemic. Brands including Coach<\/a> have also refined their strategies recently in a push toward younger consumers.<\/p>\n Consumers this holiday season are forecast to spend 10% less<\/a>\u00a0over 2024, according to Deloitte. Gen Z is expected to lead the spending pullback at 34%, putting additional pressure on brands to craft an intentional strategy if they wish to resonate with the generation.\u00a0<\/p>\n\n