Spanish fashion group Mango has invested in Union Avatars, a company that creates digital characters and avatars, aiming to add virtual reality to its value chain.
Through its start-up accelerator MangoStartUp Studio, Mango has invested in deploying avatars at various points in its value chain. The fashion retailer has been exploring how to deploy digital technology for some time, but will now launch several additional pilot projects.
Union Avatars was founded in 2020 to help companies and users shape their digital identities. Its tools allow users to create avatars in different styles for social media and games. The intention is that the avatars will also be usable across different platforms.
It is Mango StartUp Studio’s fourth investment since its launch in 2022. So far, the accelerator has invested in a sustainability start-up that specialises in the resale of textile waste, a company that arranges on-demand flexible rewards and a platform for party dress and accessory rentals.