Mumbai: Digital is evolving in a big way. The amalgamation of virtual reality (VR), influencer marketing, and fashion e-commerce has revolutionised the way fashion is perceived and consumed. In an industry first, recently Myntra introduced its virtual fashion influencer, Maya, to continue creating resonance with its thriving GenZ audience.
Indiantelevision.com spoke to fashion e-commerce platform Myntra and a few industry peers to understand how this space is evolving and taking shape, the kind of trends and innovations that are expected to disrupt the fashion e-commerce industry, and more.
Putting things into perspective, Maya joined the platform's curated set of uber-stylish content creators, the Style Squad, and is a unique representative of FWD, the platform's differentiated shopping experience to cater to the evolving needs of the GenZ customer. With GenZ’s unbridled admiration towards digital avatars and a penchant for all things experiential tech such as the immersive digital gaming and virtual reality interventions, the introduction of Maya helps Myntra unlock the potential of the Myntra virtual universe by creating resonance with young, trend-first, and tech-savvy audiences, enabling Myntra to build top-of-mind recall with the next-gen.
The association with Maya solidified Myntra's commitment to exploring the vast potential of the immersive Myntra virtual universe and GenZ’s favorite communication tool, digital avatars. As Myntra’s first virtual fashion influencer, Maya has no physical or geographical limitations making her flexible and adaptable. Maya being a citizen of the virtual universe makes it possible for the platform to own creative narratives end-to-end across campaigns. This allows her to create a stream of compelling content on a daily basis across statics and videos in a very efficient manner. This also enables Maya to quickly grow and attract a large trend-first follower base.
The creation and conceptualization of Maya was organically driven by Myntra's passion for being ahead of the curve and embracing innovative methods to champion its cause of democratizing fashion in India.
The first mover advantage and a shift in dynamics
With Maya, the industry-first virtual fashion influencer, being launched by Myntra, how is it going to change the dynamics of this space? “The launch of our virtual fashion influencer, Maya, has been a big step in creating new touchpoints with our consumers. This helps us in increasing relatability among millennials and Gen Z audiences and at the same time adding an element of novelty and surprise,” tells Myntra senior director - social commerce Arun Devanathan.
“Virtual reality is an emerging technology which is quickly becoming mainstream and the introduction of Maya emphasizes Myntra’s commitment to embracing new and emerging innovations and leveraging that to connect deeply with the GenZ audience. Maya has been given her own authentic personality, style and image, which include championing social causes such as body positivity, equality, inclusivity, and mental health. By being among the first fashion destinations in the country to deploy advanced innovations like Maya, Myntra Minis, MyFashionGPT and My Stylist, we seek to empower our customers with a seamless, immersive and unmatched shopping experience,” he goes on.
SoCheers group head – outreach Kunal Khandelwal gives a thumbs-up and mentions that Myntra has definitely aced up its game by introducing the industry-first virtual fashion influencer. “This endeavour will not only help the brand in reaching a global audience but will also offer them to enjoy tailored recommendations thus increasing the likelihood of sales. Its ability to create immersive experiences in a virtual world adds a new dimension to the shopping journey. Moreover, it can overcome language barriers and cultural differences enabling the brand to tap into new markets and engage with a diverse range of consumers.”
He is certain that it will open up new opportunities for brands, such as merchandise sales and virtual fashion experiences. “Consequently, it will attract exciting collaborations and partnerships within the fashion industry. By leveraging Maya's digital presence, Myntra can form strategic alliances with brands, designers, and other influencers, creating innovative and immersive campaigns that push the boundaries of traditional marketing. Additionally, influencers can collaborate with Maya on sponsored content, create their own content featuring her, or reference her in social media posts to leverage her advantages. It’s going to be fascinating to witness how Maya's presence evolves and resonates with consumers in the world of fashion and digital marketing.”
Pollen (Zoo Media) business development manager Samiksha Mehta believes that virtual AI influencers can be a valuable addition to a brand's marketing strategy. “These AI influencers have the potential to reach a wide audience and engage with consumers in innovative ways. They can offer a unique and consistent brand image, creates narratives for various campaigns, as well as provide 24/7 availability for interactions.”
However, she feels that it's important to carefully consider the potential drawbacks. “Virtual AI influencers may lack the authenticity and personal connection that human influencers bring to the table. Consumers often value genuine relationships with real individuals. Brands must also ensure transparency by clearly disclosing that the influencer is virtual and not a human.
Ultimately, the effectiveness of virtual AI influencers will depend on the brand's target audience, goals, and the specific context in which they are utilized. It's crucial to evaluate the potential benefits and drawbacks, and make informed decisions based on the brand's overall marketing strategy and objectives.”
The amalgamation of E-commerce, VR and influencer marketing
With VR, influencer marketing and e-commerce being combined, how is this space seeing a disruption?
“As brands continue to embrace technologies like VR, it is certain that customers can expect many exciting offerings in the future. By integrating e-commerce platforms with VR technology, consumers will be able to browse through virtual stores, try on virtual clothing or accessories, and even visualize how products would look in their own space.
Additionally, when combined with influencer marketing, it will be able to leverage the personal connection and trust between influencers and their followers. Influencers can take this connection to a whole new level by hosting virtual events, fashion shows, or behind-the-scenes experiences that will allow their followers to virtually participate and engage. This creates a sense of inclusivity and authenticity while enhancing the overall influence and impact of the marketing campaign. As an influencer marketer, I can say that embracing these technologies will unlock exciting opportunities to connect with audiences and drive impactful results for brands,” explains Khandelwal.
Devanathan of Myntra points out that e-commerce, VR and influencer marketing have one thing in common - leveraging the power of technology to disrupt the way things were done previously. “Through their convergence, customers will now be able to seamlessly find what they are looking for, see how it looks on them in real-time, explore complimentary products and get all the assistance they need - easier and faster than ever before.”
He further elucidates, “As one of the leaders in the space, we believe that embracing technology and being at the forefront of driving industry innovations enables our customers to not just acquaint themselves with the latest in fashion and beauty but also truly experience the best end-to-end digital shopping journey that is tech-first, intuitive and inspiring.”
“VR can enhance shopping experiences and enable authentic influencer engagements, while data-driven campaigns can deliver personalized content. This combination offers global reach and accessibility, but challenges include cost and ensuring authenticity. Overall, it's an exciting space reshaping consumer interactions and providing unique shopping experiences,” brings out Mehta.
Reaping the benefits of this amalgamation
Understanding the consumer, how could fashion e-commerce brands/companies plan to reap the benefits of the combination of the above three mediums?
Khandelwal of SoCheers and Mehta of Pollen are of the opinion that leveraging the combination of e-commerce, VR and influencer marketing can provide fashion e-commerce brands with numerous opportunities to enhance their presence, engage with consumers, and drive business growth.
Here are some specific ways this can be done:
. Creating virtual showrooms: Brands can create virtual showrooms, fitting rooms, or even virtual fashion shows to provide a unique and engaging shopping experience. This can be done by using VR headsets or by creating VR experiences that can be accessed on mobile devices.
. Collaboration with virtual influencers: Brands can leverage the rising trend of virtual influencers to reach their target audience in innovative ways. Collaborating with virtual influencers from different geographies like Kyra, Imma etc. they can create compelling content that resonates with their audience. Brands can have virtual influencers showcase their products, provide style tips, and offer personalized recommendations. This collaboration not only increases brand visibility but also adds a touch of novelty to influencer marketing campaigns.
. Measuring and analyzing performance: Fashion e-commerce brands can leverage the available measurement and analytics to track the performance of their VR and influencer marketing initiatives. Key metrics such as engagement rates, click-through rates, conversion rates, and customer feedback should be regularly monitored and analyzed. This data-driven approach will enable brands to optimize their strategies, identify successful tactics, and make informed decisions to drive business growth.
. Integrate VR into their websites and apps: Brands can integrate VR technology into their websites and apps to allow consumers to browse and purchase products in a more immersive and engaging way. This can be done by creating 360-degree product views or by allowing consumers to try on clothes and accessories virtually.
By adopting these strategies, brands can stay at the forefront of innovation, enhance customer experiences, drive business success – engagement and sales, and create a competitive edge in the evolving fashion e-commerce landscape.
Upcoming trends and innovations in fashion e-commerce
As per Khandelwal, the field of fashion e-commerce is constantly evolving, driven by advancements in technology and changing consumer preferences. Here are a few trends and innovations we can look forward to:
. Extended reality (XR) and virtual fashion: XR, which encompasses VR, AR, and mixed reality (MR), will enable new avenues for virtual fashion experiences. We can anticipate the emergence of virtual fashion shows, where designers showcase their creations in immersive XR environments. Virtual fashion items, which exist solely in the digital realm, may become collectables or allow users to create digital avatars with unique virtual wardrobes.
. Voice commerce and smart assistants: Voice technology and smart assistants are gaining traction in e-commerce, and we can expect their integration into the fashion industry. Customers will be able to use voice commands to browse products, add items to their cart, and make purchases seamlessly. Smart assistants, powered by AI, will provide personalized style recommendations, outfit suggestions, and even real-time fashion advice, enhancing the convenience and engagement for customers.
. AI and Personalization: AI-driven algorithms will continue to play a crucial role in fashion e-commerce. We can anticipate advancements in AI-powered recommendation systems, where algorithms will better understand individual preferences, styles, and fit preferences. This will enable highly personalized product recommendations, curated collections, and tailored content, enhancing the overall customer experience and increasing conversion rates.
Mehta wraps up, “The future of fashion commerce will be shaped by trends and innovations such as sustainability and ethical practices, personalized experiences, social commerce and influencer collaborations, AR and VR technologies, mobile commerce, and data-driven insights. Brands will focus on transparency, customization, and eco-friendly practices. Social media platforms will play a key role, while AR and VR enhance the shopping experience. Mobile commerce will dominate, and data analytics will inform decision-making. Adapting to these changes is vital for brands to stay competitive and meet consumer expectations.”
