It also looks increasingly like a key element of Snapchat's future: the development of virtual try-on tools and other features designed to help Snap users discover and purchase the latest products in-stream.

Today, Snap was another step closer to the next level for its shopping choices by acquiring digital sizing company FitAnalytics, providing tools for better and more precise product matches by brands, while also allowing brands to collect valuable data on preferences.
FitAnalytics is working with several retailers on digital sizing and selection tools such as The North Face, ASOS, Calvin Klein, among others.

The merger with Snap will see FitAnalytics working with Snap's team to develop advanced connection tools in the app-an area that FitAnalytics describes as their special talent, according to FitAnalytics CEO Sebastian Schulze:

"This acquisition strengthens our position as an industry leader in apparel and footwear technology [.] Scale the Fit Analytics business while working hand in glove with Snap to grow their shopping platform, leveraging our technology and expertise. Teams will jointly execute next-gen shopping, fashion, and style offerings."

That may include a more sophisticated version of digital try-on. According to TechCrunch, among the works in FitAnalytics' pipeline, they are creating a new technology meant to superimpose clothing onto people through images captured by the customers themselves.

That may connect to Snapchat's developing body-mapping technology, which it is already using to create Bitmoji fashion items.
Indeed, Snapchat is looking to build a whole range of virtual clothing options for your Bitmoji characters, and in combination with the matching capabilities of FitAnalytics, it may well be looking to provide advanced digital try-on tools, that enable users to get a better sense of what they'll look like in any item of clothing before they purchase.

Consider, for example, having this allow you to test out new clothing pieces on a Bitmoji avatar that you like so well, you want to see how it would look in life. This could make that possible - and that is just one of several ways through which this could prove to be a big deal for Snapchat.

Merging digital and real-world environments has been Snap’s focus for some time, and enabling users to wear the clothes they do online is another key step in this process. That may not seem like a direct link, but as shown by Fortnite and other platforms with in-app cosmetics, people will pay to dress up their virtual characters, and it’s not a stretch to imagine that same enthusiasm expanding to their real-life fashion options.
If Snapchat can merge its body-mapping tech with FitAnalytics' advanced size and scale tools, that could be quite a shift, and could quickly make Snapchat a crucial leader in driving fashion trends.