Over the last several weeks, Snap Inc. jumped head first into the fashion industry when they introduced the first pair of sunglasses to the public. Coming out of a vending machine near the Snap Inc. HQ in Venice Beach, CA, Spectacles drew customers from Southern California and beyond wanting to get fresh, new, smart pair of eyewear from the social media giant.
After the initial release of the glasses in Venice Beach, a Spectacle pop-up vending machine appeared up the coast of California, in Loma Point, CA (near Big Sur), allowing interested Northern California customers to hop on the Spectacle-train. The “Snapbots” have now been showing up throughout the U.S. (including Tallahassee (FL), Catoosa (OK), Catalina Island (CA), Honolulu (HI), and several other cities as well).
Snap Inc. are selling the sunglasses for $129.99 at resale but according to TechCrunch, “Snapchat staff on location are apparently telling people in line the vending machine in Big Sur won’t be restocked once it sells out. The long lines from Friday, along with high selling prices on eBay that are hitting 20x the original Spectacles selling price.”
Twenty times the original selling price…the question is: are the new Snapchat sunglasses even worth the initial price as a high-end, fashionable eyewear accessory, are they just a toy or are they the future of augmented reality?
As far as high-tech glasses go, immediate thoughts go to the Google Glass. While starting at a mere $1,500 for the public, Google Glass prided itself on being virtually a hands-free smartphone. Many critics dubbed Google’s foray into wearable tech a flop. The massive price-tag, the marketing strategies setting an unrealistic expectation, amongst other variables deemed the Google Glass not worth the time or the money to the public.
Google Glass prided itself on features and the potential of endless possibilities and that ultimately proved to be a massive letdown.
Snap Inc.’s Spectacles seems to pride itself on only have three primary uses: record 10-second videos, protection from the sun and fun.
While it’s 2016 debut is made for entertainment, this could be Snap Inc.’s first step into the AR and VR realm. Snapchat recently purchased Israeli augmented reality startup Cimagine for an estimated $30 – 40 million.
Cimagine has developed augmented reality technology that allows its users to seen on the screen of their mobile devices how appliances and furniture look in their respective homes.
In an article spotlighting Snapchat and Spectacles, Anita Balakrishnan of CNBC wrote:
Already ‘the social media platform of our time,’ Snapchat could now own the means of both producing and distributing its content, said Julia Sourikoff, who heads VR and 360 for Tool of North America, an award winning commercial production company that has a rapidly growing virtual reality division. For brands, that could mean a not-too-distant future where consumers could head out to stores to meet holograms of the trendy influencers who are already avid Snapchat users.
Spectacles aren’t trying to completely revolutionize the high-tech, smart technology game right away. They are simply establishing that they are becoming a player in the wearable tech and the AR/VR space. Snapchat is clearly going to be the premise for which all of Snap Inc.’s future products will be built on.