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July 13, 2006
American Apparel in Second Life
Virtual Worlds: The Latest Fashion
By Gavin O'Malley from AdAdge.com
Before American Apparel launches its first denim line this fall, the offerings are getting a virtual debut and being bought and worn by virtual people. Just as other marketers-from Coca-Cola Co. to Wells Fargo-are creating their own virtual niches, the hip clothing company is letting members of the online game Second Life try the line on for size.
"Since we opened in May, we've sold over 2,000 items to people outfitting their avatars," said Raz Schionning, director of web services for American Apparel, which opened an elaborate retail store last month in Second Life with the help of ad agency Ad Option and web developer Aimee Weber. Virtual shoppers who buy virtual clothes get 15% off the same items in real life.
'Massively multiplayer' games
Second Life, created by San Francisco-based Linden Lab, is one of several virtual online worlds where trendsetters are flocking to exchange ideas, egos and virtual property using IM-equipped "avatars," or highly-customized 3D representations of themselves. With nearly 200,000 "residents," and its open-ended structure, Second Life has become something of a testing ground for marketers to explore this new genre known as "massively multiplayer" games.
Second Life currency, known as Linden, can actually be exchanged for U.S. dollars, but American Apparel didn't set up virtual shop to turn a profit. And, of course, the company has to pay Second Life in real dollars. Linden Lab charges $1,250 for an island like the one on which American Apparel's virtual store is located, plus another $195 a month.
Posted by richard ting at July 13, 2006 07:51 PM