|Location Is Everything
American Apparel's virtual private island
A retailer's first step in entering the virtual world should be to "hire popular Second Life architect Aimee Weber to design the store," Boston.com recently recommended.
Indeed, American Apparel was smart in hiring Weber, who is recognized as one of the best in creating and marketing products for San Francisco-based Linden Lab's 3-D virtual universe. Her 6,000-square-foot, two-level virtual replica of the hipster fashion destination cemented American Apparel as the first real-world retailer to open shop in Second Life.
The Los Angeles-based clothier is best known for provocative, salacious advertisements of its 1970s-era disco-trash fashion. American Apparel is proudly sweatshop-free, finding a niche among teens who are tired of designs from Abercrombie & Fitch (ANF - Get Report) and American Eagle Outfitters (AEOS).
For a business that doesn't appear intimidated by anything, the union between the real world and the so-called metaverse was a perfect fit, especially in Aimee Weber's eyes.