indings
Interactive Clothing: Bershka’s clothing collection features embedded QR codes that unlock AR experiences for TikTok.
Platform Shift: The collection leverages TikTok’s Effect House platform, transitioning from Instagram’s discontinued Spark AR.
Consumer Engagement: Previous phygital drops led to 64,000 pieces of user-generated content (UGC) and over 10 million impressions.
Target Audience: Designed for TikTok users, particularly Gen Z, who value creativity and shareable content.
Key Takeaway
Bershka’s phygital approach transforms clothing into interactive storytelling tools, enabling consumers to augment self-expression and drive UGC on social platforms.
Trend
The fusion of fashion and augmented reality (AR) drives phygital products that blend physical and digital experiences.
What is Consumer Motivation?
Creativity and Self-Expression: Consumers want tools to personalize and enhance their online presence.
Social Media Engagement: They seek products optimized for creating engaging, shareable content.
What is Driving the Trend?
Rise of AR Technology: AR tools like TikTok’s Effect House make digital interactions seamless and accessible.
Demand for Phygital Products: Younger generations expect innovative, hybrid experiences.
UGC Value: Consumers enjoy creating and sharing content that reflects their identity.
Who Are the People in the Article?
Consumers: Gen Z, TikTok natives aged 16–25, focused on creativity and digital integration.
Creators: Influencers and social media users driving UGC and community engagement.
Description of Consumers and Product
Consumers: Digitally savvy, socially engaged, and interested in fashion that combines creativity with technology.
Product: T-shirts and sweatshirts embedded with AR features for use on TikTok.
Conclusions
Bershka successfully taps into the growing demand for hybrid digital-physical experiences, positioning itself as a leader in phygital innovation.
Implications for Brands
Product Evolution: Embed interactive features in products to meet demand for hybrid experiences.
Platform-Specific Strategies: Focus on the platforms where target audiences are most active.
Implications for Society
Digital Creativity: Phygital products redefine how individuals express themselves online.
Cultural Shift: Technology blurs the line between physical and digital, influencing consumption patterns.
Implications for Consumers
Enhanced Creativity: Tools for self-expression foster individuality and social engagement.
New Interactions: Consumers can create richer, more interactive content to share online.
Implications for the Future
Phygital Normalization: Physical-digital hybrids will become a standard feature of consumer products.
AR in Fashion: Augmented reality will dominate product innovation, especially in youth-centric industries.
Consumer Trend
Integration of AR technology into consumer goods to enhance creativity and digital engagement.
Consumer Sub-Trend
UGC-focused product designs that facilitate self-expression on social media.
Big Social Trend
Hybrid products blurring physical and digital boundaries, driven by AR.
Local Trend
Targeting TikTok-native audiences in specific regions for maximum engagement.
Worldwide Social Trend
Global adoption of phygital products, with AR enhancing retail and fashion experiences.
Name of the Big Trend
"Phygital Self-Expression."
Name of the Big Social Trend
"Augmented Consumer Experiences."
Social Drive
Rising demand for creativity, individuality, and enhanced digital experiences.
Learnings for Companies in 2025
Consumers expect hybrid experiences that combine physical products with interactive digital features.
AR is a powerful tool for enhancing engagement and driving UGC.
TikTok and similar platforms are key channels for reaching younger audiences.
Strategy Recommendations for 2025
Embed AR in Products: Design phygital products with QR codes or other AR triggers.
Leverage Social Platforms: Focus campaigns on UGC-heavy platforms like TikTok and Snapchat.
Encourage UGC: Run challenges and incentivize sharing to amplify content reach.
Collaborate with Creators: Partner with influencers to maximize visibility and engagement.
Experiment with Phygital Drops: Test limited-edition collections to gauge consumer interest and refine strategies.
Final Sentence: Main Trend
The fusion of AR and fashion empowers consumers to enhance self-expression, storytelling, and creativity, redefining how products engage audiences in the digital age.
What Brands Should Do in 2025
Embrace phygital innovation:
How: Integrate AR features into products, align with social platforms, and encourage UGC through interactive campaigns.
Outcome: Build stronger connections with digital-first consumers while driving engagement and brand loyalty.
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