enterprise 3.0: new representations of new markets : Speakers

Louise Guay, PhD
President and Founder, My Virtual Model, Inc.

Louise Guay is not just a gifted entrepreneur, but also a true visionary. She created YYIATS (1986) and PTM (1990) before founding My Virtual Model (MVM) with her partner Jean-Francois St-Arnaud in 2000. Her Ph.D. thesis was a first essay on virtual identity. The context was museum collections. As museums and stores deal similarly with visual dynamics and acrobatics, it was natural to apply the virtual identity concept to the retail world.

The mission of My Virtual Model is to create the standard for virtual identity. Using 3D models of users and tryable products, MVM has been one of the first examples of the Trysumer trend. Trysumer is a powerful combination of try-on experiences of fashion and home dEcor for consumers. MVM was an immediate success for retailers and brands in their first attempts with online virtual reality. Lands' End, J.C. Penney, Disney, and Cosmopolitan were early adopters of My Virtual Model in 2000-2001.

My Virtual Model provides mobility to users. With its single sign-in, MVM allows them to travel with their virtual models from one MVM-enabled website to another. Users also want to bring their virtual experiences, their closets, and their 3D homes wherever they go in virtual and real worlds. Sears Holdings Group, Best Buy, H&M, Levi's, Speedo, iVillage, Glamour, and Rodale understood how users want to simulate, and anticipate their experience with products before they buy them.

Louise has always been the user advocate; she believes that each individual is responsible of her or his identity. In this way, the virtual model of people can be a personal agent of communication, an autonomous agent representing each user.

My Virtual Model is launching in 2007 a new product called Brand Me (“I am the brand”). Users can personalize their model by adding a picture of their face, thus enabling them to try on face and hairstyle beauty products. The mixing and matching of various brands in Brand Me combines fashion looks for the face and the body. The same shopping experience is applied to interior design. Users want to share their experiences with others. They can now publish their model in blogs and personal spaces. Market places are now more experiential and personal than ever, and will even include a 3D visual search experience.

Louise presents her company and her concepts publicly in conferences, and organizes events. A list of her public appearances and awards is available.