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  ‘American Apparel’ Establishes ‘Second Life’ Island  
 
 
Posted 2006-06-14 by Tony Walsh
 
 
     
 
‘American Apparel’ Establishes ‘Second Life’ Island
American Apparel comes to Second Life. Image credit: Aimee Weber.
Clothier American Apparel will soon officially launch its own island, store, and clothing inside the virtual world of Second Life. Famed Second Life resident Aimee Weber headed up the building of the island, which, as she told me during an in-world chat, will operate as a beach resort hangout. "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. She's particularly proud of the faux lighting applied to the store exterior. By day, the store is lit by the sun. By night, the exterior appears to be lit by floodlights.

Unlike a handful of recent big-business appearances in Second Life, American Apparel seems to be taking a sensible, integrated approach to creating a lasting brand experience. Fashion is possibly the biggest industry in Second Life (aside from the sex industry)--surely official American Apparel merchandise will sell well in the virtual world, possibly resulting in real-world sales, too. It's conceivable that the company could also offer new clothing exclusively in Second Life, or even use the virtual world as a place to test new clothing lines.

With American Apparel in the game, can other real-world clothiers be far behind? Will the effort be worth it? How will the businesses of Second Life's native fashionistas be affected?
 
     
 
   
 
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  6 Comments  
 
   
 
Comment posted by Prokofy Neva
June 14, 2006 @ 9:06 pm
     
 
http://en.wikipedia.org/wiki/American_Apparel
http://www.businessweek.com/magazine/content/05_26/b3939108_mz017.htm
 
     
 
     
   
 
Comment posted by Tony Walsh
June 14, 2006 @ 9:17 pm
     
 
Hmm, seems an even better fit for SL now that I know more about AA's corporate libido. Maybe the company will sell attachable hoo-hoos.
 
     
 
     
   
 
Comment posted by rikomatic
June 14, 2006 @ 10:38 pm
     
 
Mmm, overpriced, boring clothing. Should be a BIG hit in SL.
 
     
 
     
   
 
Comment posted by Tony Walsh
June 14, 2006 @ 10:52 pm
     
 
Actually, the in-world pricing will be verrrry interesting to observe.

And I'd kill for some boring clothing, personally. Ben Sherman, I'm talking to you.
 
     
 
     
   
 
Comment posted by rikomatic
June 15, 2006 @ 7:56 am
     
 
Dude, you want a boring shirt, I'll make you a boring shirt. And just like AA, it will be manufactured in America under non-sweathshop conditions. (Ok, my apartment is kind of a sweatshop, but at least I have broadband.)

Oh yeah, it will cost you $1000 lindens for a white tee. $2000 if you want sleeves with that.
 
     
 
     
   
 
Comment posted by Brace
June 20, 2006 @ 4:11 am
     
 
ROFL!
 
     
 
     
   
 
 
     
 
     
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