Helô, Helen and Helena, Riachuelo’s virtual models, came to life. With this, the brand’s idea is to generate identification and promote themes that are relevant to customers, such as fashion, connectivity and sustainability.
For the creative process of the virtual models, the retailer carried out intensive data research, listening to customers and employees from different regions of the country.
Developed by Riachuelo’s creation and animation team, the models’ first appearance will be alongside actress, presenter and influencer, Giovanna Ewbank at the launch of Riachuelo’s new summer collection.
Helô is the persona of the digital service and the name of the brand’s “Chat Bot” and will now appear in public. She is responsible for helping the retailer’s customers in various topics, and also leads to sales via WhatsApp.
Helen, on the other hand, is an expert in fashion and lifestyle, and gives tips on decoration, architecture and takes care of all matters related to the marketplace. Finally, Helena is the most engaged with sustainability, and will bring Riachuelo news within the ESG pillar.
And the brand’s virtual models have already debuted in Riachuelo’s summer campaign, which was developed under the ‘Siga Seu Brilho’ concept, and which also feature Gio Ewbank and the gold medalist in Tokyo this year, Rebecca Andrade.
