Brand ambassadors have been around for as long as marketing has existed, with celebrities being the most popular choice to represent luxury brands. Since the birth of social platforms, we have seen a rise in the use of social media influencers as brand ambassadors. With the growth of platforms like Instagram and TikTok, influencers have become the new face of many brands, especially in the fashion and beauty industry.
However, with the rise of digital platforms and the expansion of the entire digital ecosystem, luxury brands are gradually transitioning towards digital avatars as their brand spokespersons. Virtual characters play an essential role in establishing a lasting emotional connection with customers. This emotional connection creates a noticeable differentiation compared to the competition. Indeed, these characters disrupt the norms of their industry and unleash the full potential of brand storytelling. Unlike real individuals, digital characters liberate the brand from limitations and offer it a distinctive and boundless voice.
Growing demand from a new generation
As Gen Zs are born in the digital age, they are more open to concepts like virtual ambassadors, which is leading luxury brands to invest in and experiment with this new marketing strategy. This not only allows luxury brands to stay in touch with today's reality and rejuvenate their image, but it also has the potential to innovate and disrupt the luxury industry as we know it.
The asian market as a pioneer
Virtual brand ambassadors are not a new concept in the Asian market, and have been adopted and accepted for quite some time now, particularly in China. China’s digital transformation has been widely accepted and embraced by its population, playing a significant role in the country’s economy and shifting consumer habits. According to a report by Qbit-AI, a platform focusing on AI and cutting-edge technology, the virtual avatar industry is projected to reach $40.47 billion by 2030 in China alone.
Furthermore, with Korean culture, particularly K-pop, along with Japanese culture gaining immense popularity in Europe and the USA, there is a growing trend of cultural exchange and appreciation. This global cultural phenomenon has the potential to further fuel the acceptance and adoption of digital brand ambassadors worldwide, as consumers become more open to embracing diverse and influential figures from different cultures as the faces of brands.
Noonoouri in a Valentino dress in Tokyo.
Fully customized for the brand needs
By providing a visual representation of the brand and a personality to accompany it, virtual brand ambassadors offer a more personal and engaging way for brands to communicate with customers. By using a computer-generated model, brands have the freedom to customize their digital avatar personality, looks and values to perfectly mirror the product and the desired customers. They can be designed and tailored to appeal to specific demographics and language preferences or match the image of the company and constantly refined with current trends, resulting in a deep psychological attachment to the brand that leads to a unique customer experience.
Differentiation
In recent years, luxury fashion brands have undergone a significant transformation in their visual identities, embracing a movement towards simplicity and minimalism. This shift has influenced many brands to opt for clean, modern typography without serifs in their logos. However, as the years progressed, there arose a need for brands to update their traditional logos in order to establish a more distinct and memorable brand identity. Recognizing and recalling brands has become increasingly challenging in today's saturated market.
To address this issue, digital avatars have emerged as a solution, providing a modern-day mascots approach that can be used as alternative brand logos. These digital avatars not only capture attention but also embody the brand's essence, creating a unique and recognizable visual representation that resonates with consumers.
"Louis The Game" featuring Vivienne, the new mascot of Louis Vuitton.
More control
With a digital brand ambassador, a brand gains greater control over the image and messaging conveyed to the public through social media channels, minimizing the risk of ambassadors deviating from the script or creating content that could potentially harm the brand's reputation. This level of control ... ensures that the brand's identity, values, and target customers are accurately represented, which can ultimately lead to a more positive and consistent brand image.
Online presence is essential
The role of online luxury shopping is becoming increasingly important in the overall customer journey, with projections indicating that it will become the dominant sales channel in the near future, surpassing monobrand retail stores. Bain & Company X Luxe Digital 2023 study shows that online sales for personal luxury goods are expected to account for 33% of the market by 2030, driven in part by brands' own websites and emerging digital opportunities.
Metaverse ready
The metaverse, an emerging concept that gained popularity in 2021, is a shared virtual space where users can interact with each other and digital objects in an immersive and lifelike way. Digital brand ambassadors are well-suited for the metaverse due to their 3D nature and compatibility with virtual spaces. As both consumers and brands venture further into the metaverse or any gamified experiences, the demand for virtual influencers is expected to surge, as they can easily populate and move between virtual and augmented reality spaces.
Ralph Lauren Creates Expansive Holiday-Themed Experience on Roblox.
Overall, digital avatars provide numerous opportunities for brands to connect with consumers in new and innovative ways. From personalized shopping experiences to influencer marketing, the possibilities are endless.
However, to avoid rejection from the brand's fanbase, virtual characters need to be crafted in alignment with the brand's identity and values. This is why character design and storytelling are essential keys in the development of these characters, ensuring consistent authenticity in conveying the overall experience.
SPooN technologies
At SPooN, we are pioneering this transformative shift. Our goal is to create interactive characters that can be adopted in a wide variety of social environments, enhancing human interaction and connection in both digital and virtual realms. Our team of experts coming from the robotics and 3D animation industry focuses on giving these robots a body, a face, and a smile to turn them into marvelous avatars that can engage with users in a natural and authentic way. We work to ensure that these avatars can make users feel like they exist in their eyes, interacting in real time as well as adopting human-like expressions and behavioral patterns, including emotions.
