Let your figures do the shopping

Summary: Yet another traditional brand wants to use avatars (i.e. virtual characters) to sell more fashion goods. In the " e-me " campaign, Sears targets tweens (and their parents' wallets). I noted that once again Montréal's company My Virtual Model was among the technology suppliers.

Source: Chicago Sun-Times

First paragraphs:

Sears site makes it easy for kids to give input

Kids may choose their wish list of back-to-school clothes at Sears with a digital twist:

The retailer's new Web site, Sears.com/e-me, enables youngsters to create online characters called avatars, dress them up, print them out, and share them with friends and parents.

The service makes it easier for parents to buy what their kids want to wear, and lets kids feel they are a part of the process, said Paul Miller, senior vice president of direct commerce for Sears Holdings Corp., and the parent of a 9-year-old boy and 14-year-old twin boys.

Miller created his own "e-Me" character with a mohawk and facial hair, dressed him in U.S. Polo Association clothes, and placed him on a football field so he could do a touchdown dance.

He said Sears' online team got the idea for the avatar because they wanted to show off the retailer's clothing, including hoodies, long-sleeved T-shirts, camo skorts and an exclusive line of Cheetah Girls clothing.

Read the full article at Chicago Sun-Times