American Apparel: RL fashions come to SL

After having the opportunity to get a preview of Aimee Weber's latest project, which is a build for the RL clothing store American Apparel, it made me wonder if we are finally at the start of the era of RL companies selling their wares in SL. It has long been talked about, but there has so far not really been any tangible examples of it. The only thing I can think of is the Mrs. Jones line that Avalon did, but that was very limited.

How do you think RL companies selling virtual versions of their items (with ties to also buying the RL versions as well, I would assume) will affect SL, especially the existing fashion market? Many designers in SL have created very distinctive brands that exist only in SL - what effect do you think competition with RL fashion companies will have?

It all depends on the quality and cost, to me, I don't care who's name is on the label. I wonder if they will hire inworld designers to consult and/or do this work or if they will have their own people? (other than Aimee)

I'm sure there will be some who want to own a virtual Versace or whatever, though.

I for one, look forward to the day when the Levi company comes to SL to sell official Levi's and then come to the forum to bitch about someone ripping off their jeans texture.

And we can all call them noobs!

Heh. I'll betcha $10L if a RL designer/company had a texture stolen, not only would it be stopped immediately, the offending theif would be publically flayed at the Governors Mansion as a warning to the others.

Call me a cynic... or a realist.

So this is new, hmmm.

"Hey, do me a favour, post a pseudo discussion thread. It will be an advert of course, but the forum Mods are too stupid to notice that."

This is a commercial product launch thread, not a discussion. Delete the references to the brand and it will be a discussion.


Tribal out!

I'm actually not terribly worried.

As someone mentioned above, it depends on the style and quality of the clothing -- and as far as American Apparel's stuff goes, it's very basic designs -- plain t-shirts, sweatshirts, dresses, etc.

Methinks there's enough room for everyone.

I don't think that RL clothing companies would have any extra benefits when it comes to making SL clothes - in fact, I think they'd be handicapped by their preconceptions. I think that actual SL designers will always have the advantage in knowing what looks good on avatars and what people want in a virtual world.

However, if it comes to people in SL being burnt for using RL labels on their clothes, I'd just laugh. I have no sympathy for either side so it would really be simple schadenfreude.

Absolutely. The only advantage they're really going to have is the license to use their RL logo on their clothing - for some people that's going to cut it. For others, it won't.

Personally I love the creativity that SL-based designers pour into their clothing lines...it would take something like a couture fashion house coming to SL to compete with that level of originality and style.

I've spent a lot of time thinking about value in SL - I think what SLers appreciate most is content that is exquisitely adapted to this virtual space, above any analog between this and the real world.

For example - paintings - in SL, these are not highly valued - they're not something that takes advantage of what you can express in SL. Most of the paintings I've seen sell between L$20 and L$60.

Unscripted models - these are creations that people have spent the time to model just for SL. So you could say they're more strongly adapted to SL. But when it comes down to it, building/modelling in SL is quite primitive (pun intended) compared to what you can express with full editable mesh, and a few graphics shaders. I've seen some nice high prim cars in SL for L$300ish.

Things like custom avatars, apparel, these are highly adapted to SL - they're creatings that only make sense within the confines of this virtual space.

Have you heard of this genre of video game "MMORGY"? Sex in virtual spaces. Apparently Second Life is the forefront of this genre. (Who knew?)

Which is about the general rule in Second Life - the surest way to a fortune is apparel and sex

(Strangely enough, scripting doesn't seem to be a particularly valued asset in SL on its own)

So getting back on topic - RL clothing in SL. It coming from RL won't make a lick of difference. What matters above anything else, is how well it's expressed in SL. No content is looked on with such disdain as a poor interpretation of an RL item. (Just yesterday I was called over to look at a particular poor example of a Maseratti sports coupe)

But knowing Aimee, I'm sure it'll turn out fabulous

*Disclaimer: Of course, there are many counter-examples to what I've just said - I'm sure everyone can name at least 10 things which go against my sentiments, I just mean to make broad-sweeping observations.

I disagree. I think Sl provides a RL manufacturer a unique marketing opportunity. They establish themselves as a virtual brand, and bring their own creative teams to work on SL clothing. I also think in addition to the product placement aspect, people would be able to take clothes and looks for a virtual test drive to augment their shopping.

Companies are already using virtual "dolls" to preview looks. Perhaps the presence of clothing companies will force LL to tie the appearance sliders in with some sort of known value. Or a clever scripter could wite a sizing script so that sliders could be set to reflect their actual sizes. As easy as it is to change shapes in SL, it could be practical to have a "real life shape as well."

Once the RL clothing companies get established, its going to be hard for SL desingers without current brand identity to compete. Some designers will survive, and some will not, and some will keep making clothes because it is fun and they don't need the income. Some designers might even be hired to consult on the translation of RL designs to SL designs.

At fifteen bucks for a very plain white t-shirt American Apparel is in no danger of selling me any real world product.

There are a bunch of challenges taking a RL clothing label and bringing it into Second Life. For one, a RL sexy, minimalist look like American Apparel's will has to compete with elaborate fantasy/sci fi looks common in SL.

But I think the question may be a bit backwards here. For most companies finding their way into Second Life I don't think it will be a matter of using a RL label to stimulate the sale of SL clothing. The objective is to have the SL presence help stimulate more interest and brand recognition for the RL company

For those who may be curious, here are a few snaps of the build. One cool thing about this build is that the exterior textures are scripted to change from night and day. So by day you have bright textures illuminated from above, and by night you have dark textures illuminated by flood lights!

Oh. Beautiful store. I am so there. I wonder how they set prices?
I would be excited to see RL companies make virtual fashion. It would be nice to have in SL all the things I can't afford in RL. I think brands are very powerful, assuming the quality is there. If Sl clothes are crap then I won't buy them. But if the clothes were a choice between a RL brand and an SL designer, I would take the RL brand.

I had always thought that fashion companies would use SL as a brainstorming ground for coming up with some new ideas on fashion .. but I guess what shows well in a virtual universe isn't necessarily going to translate all that well into the real one.

That´s creepily wonderful lights effects for the night

In pic #3 from Aimee's post, that girl is touching herself!

Nice work Aimee, on behalf of IVM congrats on the gig, job well done!

The only sad day will come when I start seeing "Hot Topic" stuff all over the place.

This is all so exciting.

Wait she's touching...you mean she's...OMG!...the guys at AA told me she was just about to sneeze...

I WAS TRICKED!

I FEEL SO USED!

Oh like you never touched yourself inappropriately in a dressing room at the Limited.

Actually, it was Express and I was thinking about you.

The store looks great, Aimee, I've been wondering why I haven't seen more lighting like that used in SL stores. Kudos!

The real problem I see with these companies coming into SL, is that SL has it's own, particular... fashion sense, heh.

Let's face it, some of the popular clothing here would only be worn by RL "escorts" or strippers and most mainstream designers just don't do that sort of thing, heh. (Although a company like Victoria's Secret would do very well, here, indeed.) Nor do they make the kind of fantastical fantasy clothing that is also popular. I wish more small line designers would come into SL, as some already have, and add their collections as well.

That said, a t-shirt is a t-shirt and unless they can improve on basic stuff that SL designers already do very well, only a couture designer who can really do something different is going to seriously compete for my Linden dollars. (and they would probably overcharge, heh). I haven't seen the American Apparel stuff yet, so I have to reserve judgement, although I will be surprised if they drag me away from say, Pixel Dolls. I like simple clothing in RL, but one of the reasons shopping is popular in SL is because we can afford fancier things that our RL wallets couldn't take!

First, Aimee, that is a killer build. Nice work. This is the kind of thing that will get the people in conference rooms across Corporate America to take SL seriously as an advertising avenue. I believe that this will be one of the best catalysts we have for mainstream growth.

Second, I just came across an article over at Cherryflava about some issues that American Apparel has been having of late.

Basically, they are selling flip flops made in Thailand that may or may not be made in sweatshops. Given American Apparel's philosophy, this could get really ugly for them.

When we talk about RL/SL cross-branding, all of the baggage of that brand comes with it, good or bad. As Suzanne said earlier, at $US15 for a t-shirt, the company caters to a certain niche. Should we expect that their clothing sold in SL would have a similiar markup? What if this flip-flop thing turns out to be a big scandal for American Apparel? Are we going to go after Aimee with protests? Who owns the land/build, Aimee or an American Apparel avatar? Let's say Aimee was so shocked by the issue that she took down the build? Could we see a time when certain creators are boycotted due to their client list?

(I hope this makes sense, I am on pain meds and am a bit loopy)

I'm very proud of Aimee. Knowing her for as long as I have, everything she's done has just raised the bar on build/texturing/effects. I'm really pleased that she got this gig with American Apparel, the build turned out really well.

I'll have to grill you on the texture baking, really, its adds so much solidity to the experience.

Just fabulous.