As many of you know, I am an active Second Life'r under the name Jay Prevost and tend to follow all the businesses starting in/around the virtual world. While reading my RSS feeds this morning, Mark Wallace alluded to American Apparel opening a virtual store on a private island within Second Life.
Aimee Weber designed the store and the products within possibly with other artists. The clothing within the store are for sale and are priced higher than other in-world clothing but are still reasonable.
I personally think that this is a good move for American Apparel. The reason for this is that the clothing that they make fit extremely well with Second Life. When Levi's went into There.com (another virtual worl) a few years ago (2 years?), they were worried with the texture and color of their jeans. The brand American Apparel is simple in this respect as their clothing is ultra-plain. No intricate details and no crazy pantone colors - all very simple. I think that the brand will portray well within the virtual world and will be adopted.
I'll be keeping my eyes open for the store opening.
Tags: Second Life, American Apparel
Darren, I think the Levi's placement you're referring to took place in There.com. If you Google it up, you'll find a few articles mentioning it. I don't recall Levi's ever entering Second Life, and couldn't find anything on Google about it.
Aimee did the bulk of the American Apparel work, with the exception of some of the merch and landscaping. I interviewed her last night for a short article on the topic.
http://www.secretlair.com/index.php?/clickableculture/entry/american_apparel_establishes_second_life_island/
Posted by: Tony Walsh | June 15, 2006 at 05:04 PM