Avatar's are an option in the game. On each mobster page, there will be a person displayed (male or female) if the user has enabled the avatar. You can purchase clothing items for your avatar to boost your attack or defense, or some missions will drop clothing items for free.

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To enable your avatar, you will need to go to your My Mobster page. From there on the menu you'll see Avatar. When you click it there will be a box below that asks if you are ready to unlock your avatar. It does not cost you anything to create your avatar. 

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On the avatar page, you will see your current loadout percentage. Currently the best percentage is 1% Attack, 2% Defense, 1% Spirited Defense, 1% Critical Attack, 1 Attack. In order to get your loadout, you must equip the % item you wish to use. Simply purchasing it does not grant you the % increase.

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Avatar items are found under the equipment tab in the Featured Items section.
 

These are purchased with favor points, however there will be missions that will drop outfits as well so keep your eyes peeled.

Not all Avatar items will have an attack, defense, spirited attack or defense percentage boost. You will need to check to see if the item you want to equip will help you when you attack someone or when someone attacks you. 

To load the Avatar items buy them, then click on the Avatar tab, and click on each item category and you will see a list of available avatar items you can equip.