American Apparel Breaks New Ground

On June 17, American Apparel opened a store in Second Life on Lerappa Island (cleverly, Lerappa is apparel spelled backwards). Resident Aimee Weber was responsible for the build.

What makes this opening so special is that in just a few months, they will have an exclusive offer for Second Life Residents. When you make a purchase in the in-world American Apparel store, you’ll get a notecard in your inventory with a promotional code offering a real life discount at their online store.

Maintaining their brand image, American Apparel created their virtual store to resemble their real-world stores including hardwood floors, track lighting, and RL textures. Along with the real-world feel, there are a number of other features that make the visit interesting:

• Three viewable slideshows of real life photos provided by American Apparel's Lifestyle campaign.
• American Apparel will offer a video Podcast in the Second Life store. There will be a URL for a Quicktime compatible version of the video to be played in the store.
• Shop among twenty individual items of clothing based on high quality images. There are a number of styles available in a number of colors.
• Web enabled sale boxes will allow Second Life users to purchase the virtual item to wear on their Second Life avatars with an option to go directly to the American Apparel website where they can purchase the item in real life

When you are in Lerappa, make sure to check out the music stage where live bands will perform. Also be sure to stop and enjoy the lake and lake house where you will see the American Apparel swim line featured.