SAN FRANCISCO— Last week, Tel Aviv-based influencer marketing agency Leaders Group introduced the first marketplace for people who design and build augmented reality filters. Called Creators AR, it operates like an Etsy-style marketplace: creators list their price and profile, and brands can commission them to design custom assets.
Founder and CEO Eran Nizri says the platform was created after the agency found that both brands and AR artists were increasingly asking to work together. Nizri says that influencers who use AR designs see much higher engagement, and during a time when people are staying home, he anticipates that creativity will flourish.
As more retail stores temporarily close due to the Covid-19 pandemic, brands must navigate how best to represent themselves to mobile and online shoppers. Many are turning to AR, which has shown to increase engagement and conversion and is becoming both more accessible to brands and more familiar to consumers.
AR most commonly uses a smartphone camera to overlay digital content into the physical world, offering both escape and practicality. It’s also a globally relevant tool. An online shopper in California can better understand the size of a Rebecca Minkoff bag by visualising it on their kitchen table; someone in London using Gucci’s app might be convinced to buy an Ace sneaker after seeing how it will look on their feet; someone browsing Facebook in France can swipe through We Makeup products with a selfie filter.
AR is becoming commonplace in part because tech platforms are integrating tools that place AR within reach. Last week, Shopify made it easier for any brand to add AR content to their website, and Apple introduced an iPad Pro with a camera that makes it easier to place AR content in the real world. In the past year, Pinterest and YouTube have both added AR makeup try-ons, and Facebook and Instagram have begun rolling out AR-enabled ads and AR-enabled posts.
Snapchat’s selfie filters, which were introduced in 2015, ignited the idea of AR being an everyday pastime. “People are realising that there's been this consumer shift around the camera. It's where people are spending more and more time,” says Snapchat’s Carolina Arguelles, who leads its global product marketing in augmented reality. She says that fashion and beauty brands, in particular, have been leaning into AR more than ever. “They're really starting to understand that this isn't just new tech, but an existing opportunity that's here and ready for the taking.”
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旧金山—上周，位于特拉维夫的网红营销机构 Leaders Group 为设计和制造增强现实滤镜的人们引入了第
一个市场。它被称为 Creators AR，它像 Etsy 风格的市场一样运作：创建者列出其价格和个人资料，品牌
创始人兼首席执行官 Eran Nizri 说，该平台是在该机构发现品牌和AR艺人要求共同合作之后才创建的。
Nizri 说，使用 AR设计的影响者会看到更高的参与度，并且在人们待在家里的这个时期，他预计创造力将
随着越来越多的零售商店由于 Covid-19 大流行而暂时关闭，品牌商必须把握如何最好地向移动和在线购
具。加利福尼亚的一位在线购物者可以通过在厨房的桌子上看到它来更好地了解 Rebecca Minkoff 手提袋
的尺寸；伦敦的某个使用 Gucci 应用程序的人在看到穿在脚上的效果后可能会说服购买Ace运动鞋；在法
国浏览 Facebook 的用户可以使用自拍过滤器浏览We Makeup产品。
原文 Vogue Business