American Apparel 3.0

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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