‘Mira’, which stands for Marks & Spencer, Influencer, Reality, Augmented, was developed through the combination of photography, CGI and computer vision.
The virtual reality individual was revealed through her own dedicated Instagram account, which as of publishing already boasts of over 3,000 followers. Mira will be revealing the new Autumn/Winter collection for the brand.
M&S said the move will enable it to be more agile regarding live trends and conversations and will open up new possibilities in both the virtual and physical world.
Anna Braithwaite, Director of Marketing for clothing and home at M&S, said: “We are excited to welcome Mira – a UK retail’s first virtual influencer to our M&S Insider family.”
She further added, “Her introduction is the latest example of how M&S has become bolder in experimenting with emerging technology and trends to inspire our customers – whether that’s our Live Shopping events or our expert online consultation services such as digital bra fit.”
“She is part of the five new ‘Insiders’ joining the team, with the retailer looking to continue growing the initiative in a bid to increase online engagement,” Anne stated.
The statement said it is hoping MIRA will appeal to a younger audience by building a community around the new technology form.
