The Evolving Landscape of Avatar Influencers in Fashion Retail

Kate Armstrong () and Emma Thede
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Kate Armstrong: Norwich University of the Arts
Emma Thede: London College of Fashion: UAL

A chapter in New Horizons in Fashion and Marketing, 2025, pp 3-21 from Springer

Abstract: Abstract The intersection of technology and fashion has given rise to a new phenomenon: avatars and avatar influencers. This chapter aims to provide a comprehensive understanding of the current academic discourse surrounding these terms and their relevance within the fashion industry. By examining the definitions and implications of avatars, avatar influencers and related retail technologies, we delve deeper into an exploration of their impact on fashion consumption and branding.

Keywords: Avatar influencers; Social media; Fashion; Fashion retail; Digital; Consumption; Marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-94196-2_1

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DOI: 10.1007/978-3-031-94196-2_1

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