Avatars in fashion industry

Abstract

This study explores the perceptions of youth consumers towards avatars in the fashion industry, particularly focusing on their role in experimenting with fashion styles, the impact of authenticity and personalization on buying intentions, and how these factors influence product perception. A mixed-methods approach was employed, combining quantitative analysis through online surveys with qualitative insights from focus group discussions. The research was structured around three core research questions: 1) What are the perceptions of youth consumers towards avatars as a tool for experimenting with fashion styles? 2) How do youth consumers perceive the authenticity and personalization of avatars in the fashion industry, and in which way does it affect their buying intentions and perception of products? 3) Are there differences in the perception of the role of avatars in the fashion industry between youth from Bosnia and Herzegovina and youth from other countries? The quantitative component involved a survey of 108 participants, where data was analyzed using ANOVA to identify relationships between demographic factors, avatar perceptions, and buying intentions. The qualitative component included focus group discussions to provide deeper insights into cultural differences and personal attitudes towards avatar use in fashion. Findings revealed a generally positive perception of avatars as tools for fashion experimentation, with personalization and attractiveness emerging as significant predictors of buying intentions. Although authenticity was valued, it had a lesser impact on purchase intentions. The analysis also indicated no significant geographical differences in the perception of avatars between youth from Bosnia and Herzegovina and other countries, though focus group discussions highlighted some cultural nuances. The study concludes with recommendations for enhancing avatar realism, addressing ethical considerations, and adapting marketing strategies to different cultural contexts to effectively engage youth consumers.