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What does this technology mean for fashion Brands? 

Virtual models will help designers showcase their collections to a larger, global audience even during times when they are unable to host a physical fashion show.  They also help reduce waste and the industry’s carbon footprint by being able to wear garments and accessories that have not been manufactured.

 

CGI influencers provide marketers and public relations practitioners more control over influencer strategies and provide an approach that minimizes potential issues and crises that typical arise with human social media influencers.

 

However, the impact of CGI influencers and models on consumer attitudes is unclear and could pose other problems like issues regarding authenticity, trust, and human connection.

 

There is literature defining luxury brands and conceptualizing exclusivity, examining consumer perceptions of brands in response to branding and communication strategies, and examining the two-step flow theory and influence of opinion leaders in the context of social media.

 

However, there is a lack of research pertaining to social media influencers who act as opinion leaders on brand perception and purchase intention within the fashion luxury market. The rise of digital, AI influencers adds a brand-new element to explore within this context.

 

Research should be conducted to extend the two-step flow theory to examine consumers’ perception of the brand and the impact on purchase intention when fashion brands partner with digital influencers and models. Fashion brands can utilize the results from the research to make more informed decisions when deciding how to collaborate with influencers while aligning brand image with the brand’s organizational identity and strengthening the brand’s reputation. 

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