Gen Alphavatar: fashion and identity in the digital world

We asked Ann whether in virtual worlds we mostly create copies of ourselves or try something completely different. She points out that many people still choose to create an enhanced version of themselves, although more extreme forms of self-expression are also increasingly possible. In creative virtual environments, for example, people can choose avatars that are anything but human, such as dragons, heads of lettuce, or even a baked brie. While physical clothing is limited by practical matters like weather and occasion, virtual fashion offers complete freedom. You can transform yourself into whatever or whoever you want, without the constraints of the real world.

Generation Alpha is quite open to these forms of self-expression. The Zeitgeist study by GWI shows that 82% of adult gamers prefer to remain themselves during online activities. For children, however, it’s different: 29% enjoy playing games as someone else. This rises to a third among Roblox users. Moreover, these avatar-driven environments are naturally diverse. This is crucial, as according to GWI, Generation Alpha feels more comfortable in inclusive settings. Over a third of teen gamers find it important to see all kinds of people represented in the media.

Generation Alpha places almost more importance on digital than physical ownership. With more than half of them gaming with friends, their digital identity plays a big role in their social lives. Our strategic director Karel sees that his children often prefer to invest in digital "skins" or accessories for their avatar rather than physical toys. This highlights how important it is for Gen Alpha's to express themselves in the digital world where they spend a lot of time with their friends.

Fashion and identity are therefore increasingly shifting to the digital world. For Generation Alpha, digital and virtual fashion are not only complements to physical fashion, but also ways of shaping their identity in new, dynamic ways.

So the role of fashion designers, especially in the larger fashion houses, will change. They will increasingly become artistic directors, as they will have to choose not only the shape and color of a garment, but also the model, the online setting ...

Whereas fashion designers used to decide everything themselves, consumers are now increasingly allowed to make their voices heard. Brands are increasingly engaging their consumers to help think about new designs and products. Think of design contests where users are allowed to submit their own designs. This creates a deeper relationship between brand and customer.

Games in which you are your own fashion designer have of course existed for some time. But now you can also actively create and market, such as on Roblox and Fortnite, Generation Alpha's favorite platforms. Since Gen Alpha's value collaboration (as discussed in the episode with Tom Palmaerts), cocreation is ideal for engaging them.

In some brands, cocreation is even at the core. Beauty brand Kiki, for example, works according to Web3 principles. Here, the community helps determine which products are developed. Users can suggest ideas, after which a vote is taken. Participants are also rewarded with points for their involvement and receive a certificate of ownership of the developed products, with which they can receive financial rewards. Cocreation is thus changing the way brands approach their customers and how products are created.