Technology
| So Much to Choose From Shop till your avatar drops |
American Apparel's virtual hub can be found on the cleverly titled Lerappa ("apparel" spelled backwards) private island. The store boasts familiar items available for shoppers' online character, called an avatar. Most of the virtual clothing retails for less than $1, which translates to about 270 Linden, the currency of SL.
Weber's design for American Apparel dutifully combines both a virtual shopping experience for avatar clothing with the benefit of purchasing the same item for real-life use. Within the virtual outlet, browsers can purchase the real-world version of an item through the company's Web site and have it delivered. In the early stages of the Internet's development, many people didn't understand the concept of purchasing goods online, Weber points out. She hopes that shoppers will embrace SL, continuing the movement that began with catalogs and moved to HTML-coded Web pages. "With Second Life, you can see a model of an item in 3-D," Weber says. "You can see the front, back and sides of an item, which you can't do on a normal Web site. It becomes a more immersive experience."
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