Virtual Models and Their Benefits for eCommerce Fashion

Virtual models are exactly what they sound like- human-looking characters made using computer graphics. They’ve become quite popular in fashion eCommerce, as the industry is well known for using the latest technologies for promotional stunts.

But why are fashion brands using virtual models? And should you make one to promote your clothing company? Before answering this question, we should learn about fictional avatars and their benefits.

What is a virtual model?

A virtual model or avatar is a three-dimensional, fictitious person or character made to look like real-life models and made using 3D modeling, animation, machine learning, and artificial intelligence (AI). Sometimes, they look so realistic that you can’t tell them apart from real humans.

Since they are made entirely on a computer, you can manipulate their appearance (size, shape, height, skin tone, and features) in accordance with your brand. And once they're ready to render, you can put them in different 3D scenes, change the lighting conditions, and make them strike any pose.

A brief timeline of virtual characters

As hard as it is to imagine, virtual characters have been around since 1987, when Max Headroom was created to be a TV presenter. Since then, there have been many virtual characters, one of the famous ones being vocaloids like Hatsune Miku. At present, there are multitudes of virtual characters who are either social media influencers, fashion models, or both. Lil Miquela, for example, is a famous AI influencer (as they are more commonly called) with millions of followers on Instagram and TikTok. She is also stated to be the fashion industry’s first virtual influencer and has worked with top brands like Dior, Prada, Chanel, and Calvin Klein.

Benefits of virtual models in fashion eCommerce

1. Visually appealing

   

   Avatars are, visually speaking, a step up from the ghost mannequins that have been popular for a while now. With ghost mannequins, you can pose them in only one way – standing – because no other pose can be seen. However, you can pose the avatars in various ways to showcase the movement of your clothing. Plus, you can see exactly how the clothes wrap around the model, making the visuals far more appealing than when an invisible mannequin is involved (as seen below).

2. Cost-effective

   Digital avatars reduce the costs usually associated with traditional product photoshoots. The latter involves heavy costs, like travel, stay, rent, etc., not to mention the fees for hiring models/influencers and photographers.

   However, for virtual models, you only need a 3D artist who’s skilled at creating realistic models that are indistinguishable from humans.

3. Complete control

   With virtual modes, you’re in complete control of every aspect of their identity (including their physical appearance and personality). They will look like, do, and say according to your instructions. Therefore, you can always rest assured that they align with your brand messaging and values. They won’t misbehave and damage your brand image.

4. Consistent presentations

   When you render an image or video of the model, you set everything from the scene to the pose. As a result, you can ensure uniformity in the presentation of your clothing across all your eCommerce sites and online stores.

5. Inclusivity and diversity

   Since you are in full control of the design, you can create virtual fashion models that represent a wide range of skin tones, body types, physical features, etc. With these virtual characters, you’ll find that it is much easier to showcase your clothing and apparel for a diverse customer base.

6. Quick adaptation to change

   Creating a virtual model for the first time might take a while, but once it’s done, changing, modifying, and adapting the model takes only a few clicks. It reduces costs and lets you respond quickly to trends and inventory issues.

7. Reusable

   You can reuse the same model multiple times for any number of promotional campaigns for as long as you want. You just have to change their appearance, pose them differently, and place them in different 3D environments, depending on the ad. The best part is that all these changes can be made in a short period of time.

8. Unrestricted creativity

   Virtual models aren’t real, so you can get creative with the settings, appearance, and stances, and even break the rules of physics for the perfect shot. You are no longer bound by forces like gravity.

9. Customer engagement

   If you allow the customer to personalize the virtual avatars, they become more engaged in the shopping experience. Some online stores allow their customers to create an avatar after themselves for virtual try-ons. They can put the clothes on their avatar and see whether the fit, style, and color suit them. The process makes customers more excited about the experience, and they make accurate purchases, leading to fewer returns.

10. Increase sustainability

    Digital avatars almost eliminate the need for you to hold photo shoots. It makes your company far more sustainable as you are reducing your carbon footprint associated with travel, accommodation, and other logistics.

Methods of making a virtual fashion model

There are mainly two methods of making a virtual model: 3D visualization and generative artificial intelligence (AI).

• 3D Visualization

  In the 3D visualization method, virtual models are made from scratch in three steps: 3D modeling, texturing, and rendering. If you want to put your model in a video, then there’s another step before rendering- animation.

  To make strikingly realistic models, you must be skilled and have the right software and hardware for the task. 3D visualization gives you a lot of control over the entire design, and you don’t have to spend days trying to figure out what prompts to use for the desired result (like when you use AI). You also get more consistent renders because the model is posed only after its appearance is completed.

• Generative AI

  On the other hand, generative AI takes most of the designing part out of your hands. To make a virtual model with AI, you must give the AI tool accurate prompts. You don’t have to be a 3D specialist to make models this way. However, it can be extremely tricky to get the desired results from generative AI tools. You may need to spend a lot of time using trial and error to figure out how to write the prompts. Even when you have figured out how to write accurate prompts, there’s no guarantee that you’ll get satisfactory results.

  However, because of constant progress in the field, it may not be long before we get a generative AI tool that can render good-quality virtual models.

So, when can you use virtual models for your eCommerce fashion brand?

Whether or not you need these digital avatars depends on the following scenarios:

• If you’ve been spending a lot of money on photoshoots and want to cut down on the expenses.
• If you are a small eCommerce fashion brand and want to keep your overheads low to invest more in making quality products.
• If your eCommerce site sells a limited number of clothes from other brands and photoshoots for each piece and size are disproportionately expensive.
• If you want to enter the global fashion market but don’t have access to a diverse range of models in your area.
• If you’ve only been using ghost mannequins and want to improve the appeal of your product detail page (PDP).

There you have it!

Virtual models and AI influencers are becoming more common and, somehow, more popular with people. So many of them have social media followers in the millions and have even become a voice for issues like women's empowerment. Naturally, top fashion brands like Chanel, Prada, and Louis Vuitton took notice of and even partnered with them in their marketing. Balenciaga even has its own avatars that pose in unconventional ways.

It’s safe to say that digital characters will only become more established in fashion eCommerce and marketing as time moves on. So, now is the best time to get your own virtual model to start modeling your fashion products.