American Apparel are set to open a store in the virtual world of Second Life where they will sell clothing to avatars for $1, Springwise reports:
The store, set on a private island within Second Life, was designed by Aimee Weber, a Second Life resident and designer, in conjunction with American Apparel’s own architect. The store will sell 20 familiar American Apparel items for avatars, including the women’s jersey polo dress. The company will charge a token sum of about USD 1 per item. It’s (surprisingly!) the first ‘real world’ retailer to set up shop in Second Life.
Clickable culture has a quick interview with the in-world architect Aimee Weber.
“The idea is that by making a public space where people enjoy hanging and holding events, it will help generate some exposure for the AA brand,” Weber said. American Apparel’s own architect was involved in the project, giving Weber floorplans for a store, and offering consultation. Weber in turn offered the company insight into Second Life’s digital nuances.
Springwise: Brave new retail world
Clickable Culture
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I thought this was really clever as the AA look really works well with the SecondLife object display.
It’s been interesting to hear some of the discussion surrounding this and brands in our lives.
A few people stick to the notion of: “I’m not paying for imaginary shirts”. While others point out that the price difference between manufacture and some profit is for equally intangible reasons: call it brand, call it style.
I just find the whole notion fascinating.
June 16th, 2006 at 3:36 pm