{"id":218602,"date":"2022-10-27T15:15:43","date_gmt":"2022-10-27T14:15:43","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=218602"},"modified":"2022-10-27T18:04:25","modified_gmt":"2022-10-27T17:04:25","slug":"marks-spencer-launches-first-virtual-influencer-called-mira","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/marks-spencer-launches-first-virtual-influencer-called-mira\/","title":{"rendered":"Marks & Spencer launches first virtual influencer called Mira"},"content":{"rendered":"

Marks & Spencer<\/a><\/span> has become the first UK high street retailer to introduce a virtual influencer, called Mira,<\/strong> with an Instagram account.<\/span><\/a><\/p>\n

<\/p>\n

Launched today, Mira is an acronym for \u2018Marks & Spencer, influencer, reality, augmented\u2019 and the digital character has been developed using a combination of photography, cutting-edge CGI and computer vision.<\/p>\n

A back story has also been created for Mira. She is 32 and works at the M&S Support Centre as a Digital Designer.<\/strong> Her style is described as \u201cchic and classic with the occasional bold print thrown in for good measure\u201d. She also \u201cloves discovering new trends\u201d, and customers can shop her top picks for AW22, including a red velvet suit.<\/p>\n

The new virtual influencer is part of \u2018M&S Insiders\u2019, which launched in 2018, and is made up of M&S colleagues \u2013 from store assistants and stylists to buyers and designers \u2013 who share style inspiration and product finds with their followers.<\/p>\n

There are now 13 \u2018Insiders\u2019, and according to the retailer they often produce some of M&S\u2019 best performing social content, on average returning 30% higher engagement than external influencer programmes.<\/p>\n

Mira will join the \u2018Insiders\u2019 in showcasing M&S\u2019 latest collections, trends and style tips<\/strong> as, according to M&S, one in four people in the UK say they are influenced by social media to buy clothes.<\/p>\n

Through the introduction of a virtual character, M&S will be able to \u201cexperiment by responding to trending conversations at pace\u201d and be agile with how and when content is captured.<\/p>\n

A statement from the retailer says that creating a virtual influencer also \u201cgives M&S the opportunity to connect with a younger audience and build a community with a demographic that are interested in this new form of technology\u201d.<\/p>\n

Anna Braithwaite, M&S Director of Marketing for Clothing & Home, said: \u201cWe are excited to welcome Mira \u2013 UK retail\u2019s first virtual influencer \u2013 to our M&S Insider family. Her introduction is the just latest example of how M&S has become bolder in experimenting with emerging technology and trends to inspire our customers<\/strong> \u2013 whether that\u2019s our Live Shopping events or our expert online consultation services such as digital bra fit.<\/p>\n

\u201cA virtual influencer means we can be more fleet of foot in live trends\/conversations and opens possibilities in both the physical and virtual world in the future. I can\u2019t wait to hear customer feedback and see where we take Mira next.\u201d<\/p>\n

Mira was created in collaboration with creative tech agency, Happy Finish. While Mira is a virtual character, her content will play out in the real world<\/strong> and will be managed by M&S\u2019 in-house team.<\/p>\n

Jeremy Yates, Director of Strategic Partnerships at Happy Finish, said: \u201cIt\u2019s brilliant to see our latest project with M&S launch today. Marks & Spencer are real leaders when it comes to strategic use of cutting-edge technology to engage existing and new audiences.<\/p>\n

\u201cA big part of our work for M&S focuses on helping the brand unlock new ways to bring its product ranges to life and enrich customer experience. Creating Mira to complement the existing M&S Insiders team is set to do both. We look forward to many more innovative projects with the amazing team at M&S.\u201d<\/p>\n

In addition to Mira, four other Insiders are set to join the programme.<\/strong> They include a menswear stylist and, for the first time, two Insiders who will focus on engaging their audiences on M&S\u2019 kidswear offering. There is also an Insider focused on beauty, as the retailer focuses on evolving the category through the introduction of third-party brands, including Clinique and Benefit Cosmetics, and developing its own-brand products, including Apothecary, which has grown to a \u00a320m brand in just two years.<\/p>\n","protected":false},"excerpt":{"rendered":"

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