Category
Lifestyle
Assisted Choices
Trend cluster
Category
Functional
Avatar
Personalized avatars are now used for real-world functions.
4.9
Trend score
Trend
What is the Functional Avatar trend?
Functional Avatar: Personalized avatars have long been used in gaming and social media, and now their use is extending to real-world functions, whether those relate to the purchase journey or functions like productivity. This shift comes as a result of the rapidly amalgamating digital and physical worlds, and caters to consumers' preferences for personalized and experiential shopping experiences.
Insight
The consumer insight behind the Functional Avatar trend
For young consumers in particular, personalized digital avatars have become a new form of self-expression and communication. Digital avatars' emergence has typically been specific to conversational or entertainment-based formats, but their prevalence in many Millennial and Gen Z's communication styles has resulted in an opportunity for their use in other transactional experiences. The use of these personalized avatars in branded experiences results in a more interactive and enjoyable experience for those already accustomed to using them.
Trend themes
Themes within the Functional Avatar trend
Three behaviours holding the trend together01
Personalized Avatars for Real-world Functions
The use of personalized avatars in branded experiences results in a more interactive and enjoyable experience for consumers accustomed to using them.
02
Augmented Reality Collaboration Apps
'Spatial', an augmented reality conferencing app, replicates face-to-face interaction and lets people collaborate seamlessly with each other.
03
Avatar-Based Try-On Technology
ViuBox's 3D avatars allow shoppers to try on clothes online and have the potential to eliminate the need for fitting rooms.
Industry implications
What the Functional Avatar trend means for industry
Where the trend changes the playbookFor
E-commerce
Companies in the e-commerce industry can leverage personalized avatars, digital fashion collections, and avatar-based try-on technology to enhance online shopping experiences
For
Fashion
Fashion industries can use digital-only fashion capsules, 3D avatars, and personified brand avatars for personalized and engaging shopping experiences.
For
Collaboration
Businesses in the collaboration industry can use augmented reality collaboration apps to enhance remote work and bring people together seamlessly.
Workshop question
Conceptualize how your brand could use personalized avatars in the purchase journey, or to enhance its product/service.
Trend signals
Trend signals for Functional Avatar
Trend score 4.9 out of 10, from popularity 82%, activity 56%, freshness 8%.
Popularity82%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Functional Avatar trend
5 featured examples from May 2 to Dec 11, 2018CategoryArt & Design
Digital-Only Fashion Capsules
Carlings' Digital Fashion Collection Boasts a Futuristic Outlook
The fashion industry can explore ways to integrate technology and sustainability to meet evolving consumer needs, adapt to fast-changing trends and reduce environmental impacts.
CategoryTech
Personified Brand Avatars
The 3D Virtual Fashion Avatar 'Daisy' Helps Consumers Connect with YOOX
The use of virtual avatars can revolutionize the online shopping experience and create more engagement and trust between customers and e-commerce platforms.
CategoryMarketing
Social Media Queueing Campaigns
Nike Created a Virtual #AirMaxLine for Sneakerheads on Instagram
Retailers can adopt virtual queueing systems to transform traditional product release waits, increasing customer satisfaction and driving online engagement.
CategoryBusiness
Avatar-Based Try-On Technology
ViuBox Lets Shoppers Try Garments on Personalized 3D Models
Retail industry can use avatar-based try-on tech to attract and retain more customers by providing a hassle-free shopping experience.
CategoryTech
AR Collaboration Apps
'Spatial' Enhances the Conference Room Experience with Augmented Reality
Technology companies can capitalize on the growing demand for AR collaboration apps and spatial computing experiences.
