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kara swisher

What worked really well in shopping?

evan spiegel

So far, beauty has been a really interesting category. I think that partly was accelerated by the pandemic. You know, you couldn’t go to the mall and try on a lipstick or makeup or something like that. And so product trial, which is integral to the beauty industry — I mean, a huge percentage of their marketing dollars are really spent on product trial — That sort of whole part of that business had to shift online, and into augmented reality. And so I think that was fascinating to watch over the last year. We’re doing more with accessories now. So trying to do things with shoes or jewelry. And clothing is really challenging. So we’re making a lot of investments. It may take a couple of years to make really realistic clothing, because of the way that it drapes across your body and peoples’ different body types and things like that. So that’s a really tough technical challenge. But I think that’ll be exciting as well.

kara swisher

So you’re not the only technology company using AR in the retail space. Amazon, Ikea, others have been trying it out. And they, of course, have an edge when it comes to e-commerce. How do you look at competition from them?

evan spiegel

Well, I think there are lots of different types of commerce. One category or websites and services where you already know what you’re looking for. But I think there’s this whole different category of shopping that’s always really been satiated by going to the mall, right? Or talking to friends about new products and things like that. Which is really about discovery. And what we’re seeing is that, on online services like ours, people are discovering new products and exploring new products through videos, for example, also through augmented reality. In the future, we think that’s going to happen through our map. And so, I guess what I would say is that some of these other companies are building sort of shopping-first products. And we are much more oriented around different forms of entertainment or talking with your friends. It’s much more akin to like, walking around a mall with your friends, seeing something in the window and being like, “Oh. That’s cool. We should go try that on.”

 

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