The upturn of online influencers is taking over the fashion industry

Influencers are developing alongside the industry’s growing digitalization, much as how fashion has itself changed overall. As a result, the idea of “virtual influencers” has come to be accepted in the marketing community.

A fake person, known as a “virtual influencer,” is playing the role of an employee in the fashion marketing objectives. It is happening particularly through social media-based methods. They may represent a firm in numerous facets of the digital world. And that can run from individually made avatars to approved brand personas.

Famous examples of the trend include Brazilian Lu do Magalu which has 6.1 million followers. And Gen Z focuses on social media superstar Lil Miquela who has 2.9 million Instagram followers. Both of these virtual characters have collaborated with several brands, like Prada and Dior. But what sets them apart from the conventional promoter is that they use slashing digital firms to develop.

As part of their marketing efforts, brands have started to create their particular virtual influencers to serve as their spokespersons. With a dedicated Instagram account, British store Marks & Spencer most recently unveiled “Mira” as its first virtual influencer.

The advantages of digital humans

Despite this opinion, Liao claimed that companies wanting to use virtual influencers had several potentials to seize. Liao said that virtual influencers are fully dependable and incapable of causing any controversies that may damage a company. In addition to the fact that they are never physically sick and can never get ill. It’s also quite futuristic, he continued. “It’s uncommon for a business to be able to shape its own spokesperson. You can now truly start to advertise your business while using tales rather than recruiting someone famous” he added.

Its development also makes it possible for brands to engage with Gen Z consumers who can use avatars and involved online. It goes along with the growing importance that this user group has on their individual digital identities. Even, Roblox found that 42% of users of the internet place equal priority on expressing themselves in both worlds.

Responses from customers and actual use

It is challenging to foresee how consumers would respond to the usage of virtual influencers because it’s very new. In late October, Marks & Spencer’s Mira gained close to 5,000 followers. And also highlighted in a few advertisements for the retailer’s apparel.

In Mira’s first post, one Instagram user said that this is really awful, we should be encouraging actual, imperfect individuals. Eventually, added that this isn’t good enough to invent ‘flawless’ avatars that set unachievable ‘beauty standards. Also included she is upset with Marks & Spencer for investing in a marketing plan which can worsen body image.  

Establishing a web presence for actual people

Reblika’s existence is also largely built on turning real-world influencers, models, and celebrities into digital avatars and giving them life. So they may communicate with consumers online. The business has created a digital persona for each of the celebrities it’s authorized, including Rita Ora and Marilyn Monroe. Through licensing, we may utilize their likeness and continue to collaborate with them.

The future role of virtual influencers

Travers advised firms to collaborate with virtual influencers in the form of quick videos to increase their involvement. The ideal approach, according to Travers, is to include it in a business plan. And create a spokesperson or mascot from the beginning. Also, devote resources to communicating a brand’s vision and values through a virtual personality.

He said that creating an online influencer is the greatest approach to include one. Liao reminded marketers that the narrative they create around the online individual is if anything. Much more crucial to correctly point out that it is not just about appearances. “Some faults I see businesses make trying to reproduce the same person,” he said in his conclusion. It is not unique. They need concern with the tale being told behind them, as it is what genuinely motivates these people.