The digitally-rendered influencer is called Mira, which is an acronym for 'Marks & Spencer, influencer, reality, augmented'.
M&S has created a backstory for Mira by appointing her as digital designer at M&S Support Centre office in West London, where she designs updates for M&S website and app, "helping to drive innovation on these platforms, with her expert knowledge of AR and VR [augmented and virtual reality]".
Mira is part of the M&S Insider programme, which was launched in January 2018 now includes 13 'Insiders' - M&S employees who receive a monthly allowance to purchase M&S products and promote them on their dedicated Instagram accounts.
The programme includes six womenswear-focused influencers, two with a focus on Menswear, two for kidswear, two for M&S homeware products and one for M&S's beauty offerings, which include skincare, haircare and makeup brands Apothecary, Bumble & Bumble and Clinique.
All of the M&S Insiders work for M&S in jobs including store assistants, store visual stylists, to womenswear and beauty buyers and kidswear designers.
Anna Braithwaite, M&S marketing director for its clothing and home division, said: “We are excited to welcome Mira – UK retail’s first virtual influencer – to our M&S Insider family.
"Her introduction is the just latest example of how M&S is testing and learning with emerging technology and trends to inspire our customers – whether that’s our Live Shopping events or our expert online consultation services such as digital bra fit. A virtual influencer means we can be more fleet of foot in responding to trends and conversations and opens possibilities in both the physical and virtual world in the future.”
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