{"id":66230,"date":"2022-10-28T17:07:54","date_gmt":"2022-10-28T15:07:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=66230"},"modified":"2022-10-28T17:12:31","modified_gmt":"2022-10-28T15:12:31","slug":"marks-spencer-en-alibaba-gaan-voor-virtuele-influencers","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/marks-spencer-en-alibaba-gaan-voor-virtuele-influencers\/","title":{"rendered":"Waarom zowel Marks &#038; Spencer als Alibaba voor virtuele influencers gaan"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-66240\" data-id=\"66240\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Marks-Spencer-Mira-virtual-influencer.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Marks-Spencer-Mira-virtual-influencer.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Marks-Spencer-Mira-virtual-influencer-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Marks-Spencer-Mira-virtual-influencer-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Marks-Spencer-Mira-virtual-influencer-185x122.jpg 185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"821\" height=\"545\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-66238\" data-id=\"66238\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Ayayi-Tiffany.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Ayayi-Tiffany.jpg 821w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Ayayi-Tiffany-300x199.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Ayayi-Tiffany-768x510.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Ayayi-Tiffany-185x122.jpg 185w\" sizes=\"(max-width: 821px) 100vw, 821px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"328\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-66236\" data-id=\"66236\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Alibaba-11-11-virtuele-influencers.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Alibaba-11-11-virtuele-influencers.jpg 580w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Alibaba-11-11-virtuele-influencers-300x170.jpg 300w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-66234\" data-id=\"66234\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Noah-virtuel-influencer-Tommy-Hilfiger-Alibaba-livestream-1024x768.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Noah-virtuel-influencer-Tommy-Hilfiger-Alibaba-livestream-1024x768.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Noah-virtuel-influencer-Tommy-Hilfiger-Alibaba-livestream-300x225.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Noah-virtuel-influencer-Tommy-Hilfiger-Alibaba-livestream-768x576.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/10\/Noah-virtuel-influencer-Tommy-Hilfiger-Alibaba-livestream.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Wat hebben de oer-Britse warenhuisketen <strong>Marks &amp; Spencer<\/strong> en de Chinese e-commercereus <strong>Alibaba <\/strong>gemeen? Ze hebben allebei een eigen virtuele influencer. De computergegenereerde influencers zijn de perfecte uithangborden voor de merken, want letterlijk kneedbaar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sneller en flexibeler<\/h2>\n\n\n\n<p>Marks &amp; Spencer heeft er een nieuw uithangbord bij op Instagram: Mira is 32, werkt bij het M&amp;S Support Centre als Digital Designer en <a href=\"https:\/\/www.theindustry.fashion\/marks-spencer-launches-first-virtual-influencer-called-mira\/\" target=\"_blank\" rel=\"noreferrer noopener\">vervoegt het 13-koppige Insiders-team<\/a> van de Britse warenhuisketen. M&amp;S Insiders zijn medewerkers van de retailer die via sociale media stijlinspiratie en productvondsten delen met hun volgers. Het 13-koppige team is overigens een succes, want gemiddeld is er 30% meer respons op content van de \u2018insiders\u2019 dan van externe influencers.<\/p>\n\n\n\n<p>Alleen zal een teammeeting met Mira moeilijk worden, want Mira bestaat helemaal niet. Ze is een digitaal personage ontwikkeld met behulp van een combinatie van fotografie, geavanceerde CGI en computer vision, zo bericht The Industry.<\/p>\n\n\n\n<p>Dankzij de introductie van een virtueel personage kan M&amp;S naar eigen zeggen sneller reageren op wat \u2018trending\u2019 is op Instagram en flexibel zijn met hoe en wanneer content wordt vastgelegd. Ook zou de virtuele influencer aansluiting geven bij jongere consumenten, die ge\u00efnteresseerd zijn in dergelijke technologische nieuwigheden.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Virtuele events en catwalkshows<\/h2>\n\n\n\n<p>Virtuele influencers worden inderdaad snel populair bij jonge consumenten, een trend die uit het Oosten komt overgewaaid. Tijdens het Singles\u2019 Day \u2013 of 11.11 \u2013 shoppingfestival in China zet ook Alibaba in op de digitale marketinggezichten. Dit jaar zullen de virtuele influencers Ayayi en Noah alomtegenwoordig zijn tijdens de koopjestweedaagse: ze zullen virtuele modeshows lopen, livestreams voeren en online events hosten. \u201cWeer een nieuw hoofdstuk in de online winkelervaring van jonge consumenten\u201d, aldus Alibaba.<\/p>\n\n\n\n<p>Ayayi is vorig jaar in mei van start gegaan als <a href=\"https:\/\/retailinasia.com\/in-trends\/tiffany-co-partners-with-virtual-influencer-ayayi\/\" target=\"_blank\" rel=\"noreferrer noopener\">de eerste virtuele influencer van China<\/a>. Sindsdien werkten onder andere <strong>Louis Vuitton<\/strong>, <strong>L\u2019Or\u00e9al<\/strong>, <strong>Prada <\/strong>en <strong>Tiffany &amp; Co<\/strong> met haar samen. Ayayi heeft meer dan 1 miljoen volgers op sociale media en is tijdens het 11.11-festival dit jaar het gezicht van elektronicafabrikant <strong>Haier<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De perfecte (rol)modellen<\/h2>\n\n\n\n<p>Omdat Chinese overheid de technologie- en entertainmentsector de laatste tijd hard aanpakt, nemen steeds meer merken in China hun toevlucht tot digitale influencers. Ze passen ook binnen de evoluties richting de metaverse en zijn natuurlijk d\u00e9 perfecte (rol)modellen, want letterlijk op maat gemaakt en kneedbaar.<\/p>\n\n\n\n<p>Inmiddels heeft L\u2019Or\u00e9al ook een eigen Frans-Chinese virtuele influencer, <strong>Mr.Ou<\/strong>, en lanceerde Alibaba zelfde Noah. De knappe, donkerharige jongeman is ontwikkeld aan de hand van een enqu\u00eate op socialemediaplatform Weibo. \u201cRuim <a href=\"https:\/\/www.alizila.com\/virtual-influencers-captivating-chinese-consumers-11-11-shopping-festival\/\" target=\"_blank\" rel=\"noreferrer noopener\">21.000 mensen gaven hun mening<\/a> over wat voor iemand Noah moest zijn, waar hij goed in is en hoe hij eruit ziet\u201d, legt Alibaba uit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cross-overs naar de fysieke wereld<\/h2>\n\n\n\n<p>Virtuele influencers vinden inmiddels hun weg naar de \u201cechte wereld\u201d. Vorige maand kletste Noah bijvoorbeeld een uur lang met kijkers tijdens een livestream van Amerikaans modemerk <strong>Tommy Hilfiger<\/strong>. Het was de eerste keer dat een virtueel personage zijn opwachting maakte in een livestream met echte mensen.<\/p>\n\n\n\n<p>Hoewel er \u201cbehoorlijk wat technische uitdagingen\u201d bij kwamen kijken \u2013 de gezichtsuitdrukkingen en bewegingen er zo levensecht mogelijk uit laten zien was lastig \u2013 bekeken 670.000 mensen de uitzending. De bruto-omzet die Alibaba uit de livestreams haalde was vier keer zo hoog als op een gewone dag. In het Westen was de <a href=\"https:\/\/www.youtube.com\/watch?v=Tphh_h8N-a8\" target=\"_blank\" rel=\"noreferrer noopener\">kus tussen Bella Hadid en virtuele influencer Lil Miquela<\/a> in een reclamespot van <strong>Calvin Klein<\/strong> zo\u2019n iconisch moment waarop werelden elkaar kruisten.<\/p>\n\n\n\n<p>In de toekomst zullen merken wellicht steeds vaker virtuele influencers inzetten. Op 9 november zijn Ayayi en Noah alvast aanwezig bij een metaverse-tentoonstelling van Alimama, de tak voor digitale marketing van Alibaba, waar ze virtuele kleding en accessoires zullen showen. En de virtuele familie van Alibaba blijft groeien. Dit jaar zijn er al drie influencers bijgekomen: de blauwharige Alpha, roodharige Muse en Panda girl.<\/p>\n\n\n\n<p>Vandaag zijn al meer dan 200 virtuele influencers actief. Meer weten over de groeiende marketinghype? Lees er alles over in het nieuwe boek <em>The Future of Shopping<\/em>, genomineerd voor de PIM Marketing Literature Prize 2022.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-vivid-red-background-color has-background\" href=\"https:\/\/www.futureofshopping.be\/shop\/the-future-of-shopping-nl\/\">Klik hier voor meer info over The Future of Shopping.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marks &#038; Spencer en Alibaba hebben allebei een eigen virtuele influencer. De computergegenereerde influencers zijn de perfecte uithangborden voor de merken, want letterlijk kneedbaar.<\/p>\n","protected":false},"author":5,"featured_media":66240,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,14],"tags":[],"people":[],"extra":[43],"company":[209,114,730,506,946],"topic":[630,198],"region":[210,283],"class_list":["post-66230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-mode","extra-plus","company-alibaba","company-loreal","company-lvmh","company-marks-spencer","company-tommy-hilfiger","topic-digitalisering","topic-e-commerce","region-china","region-verenigd-koninkrijk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Waarom zowel Marks &amp; Spencer als Alibaba voor virtuele influencers gaan - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Marks &amp; Spencer en Alibaba hebben allebei een eigen virtuele influencer. 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