Snap Inc.’s comeback story continues this week: After impressing investors and analysts on its latest earnings call with a jump in user growth and revenue, the company aims to keep the Snapchat momentum going with new efforts for upcoming fashion weeks, including the New York shows.
After calculated course corrections, like Snapchat’s much-publicized redesign, its community has rewarded the company with $285.7 million in revenue and a spike in user growth in the fourth quarter. Snap added 8.9 million daily active users, “the highest number of quarterly net adds since the third quarter of 2016,” founder and chief executive officer Evan Spiegel said on an earnings call this week.
Now the company is moving swiftly to build on the upswing for a community that’s now 187 million strong.
Of particular interest for Snapchat is fashion, for which it’s creating 11 new Our Stories. The content features Snaps from models, designers, show attendees and fashion enthusiasts to a public “Our Story” section that’s curated by the Snapchat team. Already underway with the men’s shows in New York, the content will cover NYFW, as well as London, Milan and Paris, with fashion week-themed filters planned for each city.
In particular, Snap will cover Tommy Hilfiger’s first show at Milan Fashion Week, but the company is placing its biggest emphasis on New York. Our Stories themes include the “Front Row (VIP)” roundup of celebrity attendees, “Meet the Models” profiles of runway models, “So Extra” coverage of the biggest must-see looks, and others spanning beauty trends, a NYFW survival guide and coverage of particular shows from the likes of Adam Selman, Jeremy Scott, Pyer Moss, Anna Sui, The Blonds, Flying Solo, VFiles, Prabal Gurung and others.
Previously, the network’s fashion week-related projects brought Our Stories featuring Snaps from Gigi Hadid and Jordyn Woods, among others, as well as its first fashion lens with designer Virgil Abloh. Lenses are augmented reality overlays shown on top of a user’s face, as captured by a smartphone camera.
This time, the AR lens comes courtesy of Jeremy Scott. A Snap spokeswoman described it as “Face Lenses” that allow users to try on the designer’s iconic eyewear. The feature will offer different styles per fashion week across New York, Milan and Paris, with the first launching on Thursday worldwide.
The social company also worked with Anna Sui on 20 runway-inspired stickers. The pack, which is available now via Snapcode, marks Snap’s first sticker partnership with a fashion brand. Anna Sui distributed the code on printed physical invitations and on its web site, social channels and e-mails.
“I had so much fun working on this set of adorable stickers,” said Sui. “Anyone on Snapchat can dress themselves up in signature Anna Sui runway looks, and accessorize their photos with iconic jewelry, eyewear, Pat McGrath make-up, and hairstyles by Garren!” The stickers, which premiere this week in conjunction with the designer’s Fall 2018 show, will remain available even after the season is over.
According to the Snap rep, the company has more creative tools in the works from featured designers. For the public, these efforts amount to a front-row seat to the shows, she said. And for designers, they’re a way to engage with fans and create meaningful moments.
With this array of moves, Snap may have leveled up out of fundamental survival mode. On the earnings call, Spiegel attributed the positive results to improved quality, performance and automation removing friction from the company’s app and ad business. “This translated into annual revenues that grew 104 percent from the prior year,” he said.