Channels and tools
An avatar is the digital figure a person uses to represent themselves in a virtual environment: a three-dimensional character in a metaverse or a video game, a profile picture, an animated version of oneself.
The word comes from the Sanskrit avatāra, ‘descent’, which in the Hindu tradition means a deity taking earthly form. The digital sense was born with Lucasfilm's online game Habitat (1986) and spread with Neal Stephenson's novel Snow Crash (1992), where avatars live in the metaverse. For a brand the avatar is also a customer to dress and to serve: fashion and cosmetics sell digital garments and make-up designed for it. Outside gaming, however, this kind of experience has not yet managed to become a stable part of companies' marketing processes.
An example
A person enters a gaming platform with their avatar and buys it a digital jacket from a fashion brand, identical to the one sold in the shops.
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