American Apparel: RL fashions come to SL
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Barnesworth Anubis
Is about to cry!
Join date: 21 Jun 2004
Posts: 921
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06-15-2006 12:37
From: Aimee Weber
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
Exactly. When i saw the store besides being impressed the main thing that struck me was the lifestyling images used. Instead of SL images of SL people it was RL images of RL people. So it seemed obvious to me that its more of a promotion for outside SL rather than in it... |
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Puck Goodliffe
Your humble Foole
Join date: 22 Dec 2005
Posts: 200
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06-15-2006 14:08
From: Lewis Nerd Um... its a box?
I don't waste money on designer labels in real life, and I'm certainly not going to do so in a computer game. Some people have more money than sense, that's the only reason these companies exist.
Lewis Somebody's bitter.
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BushidoBrown Hightower
lat 42.36 / long -71.05
Join date: 16 Feb 2006
Posts: 31
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06-15-2006 14:18
Dag Amy, that Third photo looks EXACTLY like the dressing rooms in the Burlington, VT store I hit while visiting this past weekend. Nice, nice. 
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Wildefire Walcott
Heartbreaking
Join date: 8 Nov 2005
Posts: 2,156
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06-15-2006 15:02
Any word on when eXtreme Restraints is setting up shop in SL? (Helloooo LindeX!)
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Demian Caldera
..ya, that too...
Join date: 8 Jun 2004
Posts: 249
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06-16-2006 11:29
From: Aimee Weber 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. I agree to that. That's the whole point! Great job, Aimee! The lighting is awesome! |
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Cristiano Midnight
Evil Snapshot Baron
Join date: 17 May 2003
Posts: 8,616
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06-16-2006 20:19
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Csven Concord
*
Join date: 19 Mar 2005
Posts: 1,015
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06-18-2006 07:41
I've looked but haven't found the store listed. Did it open last night? If it's open, can someone post a location. Thanks.
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Weedy Herbst
Too many parameters
Join date: 5 Aug 2004
Posts: 2,255
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06-18-2006 08:06
Grats on the AA job, Aimee.
I have always been fond of your texture/lighting effects. Very nice work indeed.
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Ordinal Malaprop
really very ordinary
Join date: 9 Sep 2005
Posts: 4,607
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06-18-2006 08:50
From: Aimee Weber That's a real concern that I addressed in my first post here. How can a pair of plain boycut undies compete with a Xena warrior princess armored mega-thong? I think it's a matter of personal preference for most. Designers like Mistress Midnight, and Launa Fauna have done really well selling conventional clothing like plain t-shirts and jeans, so I think there is a market for it. I think there is, too - people who want simple clothes, very carefully designed with all the details, are not well catered for in SL at the moment. As you say though, they're not seriously going into the SL rag trade. I hardly think AA staff are going to be posting here about how they're losing money cashing out on the Lindex. The SL clothes sales angle is PR for RL just as much as the builds are. However, as long as someone's PR provides something interesting and, more importantly, interactive for SL, I think that's a good thing. It's only companies who treat SL as just a billboard that I would have a problem with - people entering the in-world market, even for purely promotional purposes, makes the world better for everyone. edit: oh yeah, and great build, just in case that hadn't been said enough times  |
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Nala Galatea
Pink Dragon Kung-Fu
Join date: 12 Nov 2003
Posts: 335
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06-18-2006 15:48
From: Csven Concord I've looked but haven't found the store listed. Did it open last night? If it's open, can someone post a location. Thanks. I believe the sim is called Lerappa (Apparel backwards) and it should be open to the public now. One thing I do have to say is that I was skeptical about how what most in SL would consider "plain" items would do. However, I think Aimee did a wonderful job translating them to the SL market and I think they are a wonderful addition to both the SL marketplace and my wardrobe. From the RadioRadio staff, thanks to everyone who made last night's opening party a big success. It was our pleasure to be involved in something that ended up being just as much about mass commericalism as it did about kicking back, ignoring status, and just having a good time. Kudos to all.  |
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Royce Quinn
Registered User
Join date: 2 May 2005
Posts: 19
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06-18-2006 16:06
From: Cristiano Midnight 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? For those that just HAVE to wear someone's name/logo on their butts and pay top dollar for the priviledge, its the start of Nirvanna. Me, I will keep my business with the PLAYERS of SL, not RL companies out to advertise or make a quck buck in SL (adver-sales?). Besides, I don't shop those kind of places RL, couldn't care less what name brand I or others wear, so its not going to direct-affect me. Seems they would have a better time of it on the teen grid, adver-selling to the oh-so-name brand conscious youth. My own personal opinion, hope they fall flat on their corporate faces and this costs them a shitload of RL cash. |
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Aimee Weber
The one on the right
Join date: 30 Jan 2004
Posts: 4,286
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06-18-2006 16:10
From: Royce Quinn For those that just HAVE to wear someone's name/logo on their butts and pay top dollar for the priviledge, its the start of Nirvanna. Me, I will keep my business with the PLAYERS of SL, not RL companies out to advertise or make a quck buck in SL (adver-sales?). Besides, I don't shop those kind of places RL, couldn't care less what name brand I or others wear, so its not going to direct-affect me. Seems they would have a better time of it on the teen grid, adver-selling to the oh-so-name brand conscious youth. My own personal opinion, hope they fall flat on their corporate faces and this costs them a shitload of RL cash. I don't want to alter your preconception on what AA is planning to do in SL but I should inject that the items are priced on par with other SL items of comparable quality, and NONE of the items feature the American Apparel logo or any logo at all. |
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Royce Quinn
Registered User
Join date: 2 May 2005
Posts: 19
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06-18-2006 16:12
From: Jennifer Reitveld
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.
I somehow doubt the more adult players care that much about brands. Sure, the teens and the college folks that are out to impress each other, they yuppie types out to try to one up each other by wearing the same things countless other lemmings are. But if you haven't noticed RL, the VAST majority of folks aren't wearing the name brands (other than perhaps Levi's). Hell, until I saw on the net this company was coming to SL, I never heard of them. |
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Royce Quinn
Registered User
Join date: 2 May 2005
Posts: 19
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06-18-2006 16:15
From: Aimee Weber I don't want to alter your preconception on what AA is planning to do in SL but I should inject that the items are priced on par with other SL items of comparable quality, and NONE of the items feature the American Apparel logo or any logo at all. Then exactly WHAT is their reason for being here? What reason would any player have for buying AA items over the countless other players goods? They are either here to make money or hawk the brand...anything else is a waste of their money RL. Or, being a business, it could be practice at trying to harm other smaller businesses (not that I think its going to happen). Hopefully in a couple months, they'll do a Wells-Fargo and be gone. |
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Aimee Weber
The one on the right
Join date: 30 Jan 2004
Posts: 4,286
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06-18-2006 16:27
From: Royce Quinn Then exactly WHAT is their reason for being here? What reason would any player have for buying AA items over the countless other players goods? They are either here to make money or hawk the brand...anything else is a waste of their money RL. Or, being a business, it could be practice at trying to harm other smaller businesses (not that I think its going to happen). Hopefully in a couple months, they'll do a Wells-Fargo and be gone. Well I can't speak for AA as to why they are here. I just wanted to make sure people know that the thing you said about AA prices and clothing logos was not correct. The clothing is of reasonable price and do not feature logos. |
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Joannah Cramer
Registered User
Join date: 12 Apr 2006
Posts: 1,539
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06-18-2006 16:35
From: Royce Quinn What reason would any player have for buying AA items over the countless other players goods? Well, their clothes are kind of cute (from quick peek at the website, the sim kind of didn't feel like rezzing for me so dunno what the virtual version is like  ) ... so pretty much the same reason why one would buy any of the 'countless other players goods'? If you like it and can afford it, you buy it. Doesn't matter what brand, and they still get the mention in RL press which i guess is the main purpose. o.O; |
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Jauani Wu
pancake rabbit
Join date: 7 Apr 2003
Posts: 3,835
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06-18-2006 16:40
From: Lewis Nerd Um... its a box? clearly you aren't good enough at building yet to appraise quality. i would be happy to give you building lessons. how about if i give you 2 hours of my time, you agree to never post in the forums again? From: someone I don't waste money on designer labels in real life, and I'm certainly not going to do so in a computer game. Some people have more money than sense, that's the only reason these companies exist. don't you waste your money on land that doesn't exist? in my circle, that's a way bigger waste of money than real clothes that you can wear. 
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Jauani Wu
hero of justice
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Enabran Templar
Capitalist Pig
Join date: 26 Aug 2004
Posts: 4,506
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06-18-2006 16:44
From: Royce Quinn Or, being a business, it could be practice at trying to harm other smaller businesses (not that I think its going to happen). People actually think that this is what businesses do? On an unrelated note, good work, Aimee. Having a recognizable brand that's resonant with the younger set gives me some solid ammo to push my own SL initiatives.
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From: Hiro Pendragon Furthermore, as Second Life goes to the Metaverse, and this becomes an open platform, Linden Lab risks lawsuit in court and [attachment culling] will, I repeat WILL be reverse in court.
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Scarves Bobbysocks
Registered User
Join date: 30 Jul 2005
Posts: 1
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06-18-2006 19:11
Hi! Thanks for your interest in American Apparel. Clothing company American Apparel prides themselves on their "Sweatshop Free" labor and tries to convey the idea that they are forward thinking and socially aware. Unfortunately, this is not the case for two major reasons: 1) American Apparel goes out of their way to stop any Labor Unions from forming within their company. Labor Unions are very important because they exist to protect the rights and represent the concerns of the employees. -- "The company's activities included holding captive meetings with employees, interrogating employees about their union activities and sympathies, soliciting employees to ask the union to return their union authorization cards, distributing anti-union arm bands and t-shirts, and requiring all employees to attend an anti-union rally. The company's most devastating tactic though was threatening to shut down the plant if the workers organized." 2) Owner Dov Charney is particularly abusive towards female employees. He has had two seperate sexual harassment lawsuits filed against him from three seperate employees. Multiple female employees of the business offices have gone on record for saying they did not "feel safe" in their workplace. -- "The women suing Mr. Charney and American Apparel are not alleging that he pressured them for sex. What they say in their lawsuits is that they faced a "wholly intolerable" and "intimidating" work atmosphere that subjected them to "egregious" sexual comments and behavior." If you would like to learn more please feel free to read the following articles: http://www.inthesetimes.com/site/main/article/2270 -- An overview of the practices of American Apparel http://www.nytimes.com/2005/07/10/fashion/sundaystyles/10HARASS.html?ex=1278648000&en=79e76efd724185ff&ei=5090&partner=rssuserland&emc=rss -- A New York Times article mostly dealing with the issue of sexual harassment within American Apparel http://www.behindthelabel.org/infocus.asp?id=84 -- An article talking about their Anti Union stance. Thanks for your concern! |
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Squeedoo Shirakawa
Sweet 'n' Silky
Join date: 4 Jan 2006
Posts: 143
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06-18-2006 23:05
O.o
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Cristiano Midnight
Evil Snapshot Baron
Join date: 17 May 2003
Posts: 8,616
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06-18-2006 23:11
From: Squeedoo Shirakawa O.o I was sexually harassed by Squeedoo at the American Apparel launch party I'm not complaining though.
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Cristiano ANOmations - huge selection of high quality, low priced animations all $100L or less. ~SLUniverse.com~ SL's oldest and largest community site, featuring Snapzilla image sharing, forums, and much more.
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Aimee Weber
The one on the right
Join date: 30 Jan 2004
Posts: 4,286
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06-18-2006 23:14
From: Scarves Bobbysocks Hi! Thanks for your interest in American Apparel. Clothing company American Apparel prides themselves on their "Sweatshop Free" labor and tries to convey the idea that they are forward thinking and socially aware. Unfortunately, this is not the case for two major reasons: 1) American Apparel goes out of their way to stop any Labor Unions from forming within their company. Labor Unions are very important because they exist to protect the rights and represent the concerns of the employees. -- "The company's activities included holding captive meetings with employees, interrogating employees about their union activities and sympathies, soliciting employees to ask the union to return their union authorization cards, distributing anti-union arm bands and t-shirts, and requiring all employees to attend an anti-union rally. The company's most devastating tactic though was threatening to shut down the plant if the workers organized." 2) Owner Dov Charney is particularly abusive towards female employees. He has had two seperate sexual harassment lawsuits filed against him from three seperate employees. Multiple female employees of the business offices have gone on record for saying they did not "feel safe" in their workplace. -- "The women suing Mr. Charney and American Apparel are not alleging that he pressured them for sex. What they say in their lawsuits is that they faced a "wholly intolerable" and "intimidating" work atmosphere that subjected them to "egregious" sexual comments and behavior." If you would like to learn more please feel free to read the following articles: http://www.inthesetimes.com/site/main/article/2270 -- An overview of the practices of American Apparel http://www.nytimes.com/2005/07/10/fashion/sundaystyles/10HARASS.html?ex=1278648000&en=79e76efd724185ff&ei=5090&partner=rssuserland&emc=rss -- A New York Times article mostly dealing with the issue of sexual harassment within American Apparel http://www.behindthelabel.org/infocus.asp?id=84 -- An article talking about their Anti Union stance. Thanks for your concern! Phew. Finally something to draw attention away from *PREEN* Fashion's highly controversial "mandatory sodomy" policy. |
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Io Zeno
Registered User
Join date: 1 Jun 2006
Posts: 940
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06-18-2006 23:16
From: Scarves Bobbysocks Hi! Thanks for your interest in American Apparel. Clothing company American Apparel prides themselves on their "Sweatshop Free" labor and tries to convey the idea that they are forward thinking and socially aware. Unfortunately, this is not the case for two major reasons: 1) American Apparel goes out of their way to stop any Labor Unions from forming within their company. Labor Unions are very important because they exist to protect the rights and represent the concerns of the employees. -- "The company's activities included holding captive meetings with employees, interrogating employees about their union activities and sympathies, soliciting employees to ask the union to return their union authorization cards, distributing anti-union arm bands and t-shirts, and requiring all employees to attend an anti-union rally. The company's most devastating tactic though was threatening to shut down the plant if the workers organized." 2) Owner Dov Charney is particularly abusive towards female employees. He has had two seperate sexual harassment lawsuits filed against him from three seperate employees. Multiple female employees of the business offices have gone on record for saying they did not "feel safe" in their workplace. -- "The women suing Mr. Charney and American Apparel are not alleging that he pressured them for sex. What they say in their lawsuits is that they faced a "wholly intolerable" and "intimidating" work atmosphere that subjected them to "egregious" sexual comments and behavior." If you would like to learn more please feel free to read the following articles: http://www.inthesetimes.com/site/main/article/2270 -- An overview of the practices of American Apparel http://www.nytimes.com/2005/07/10/fashion/sundaystyles/10HARASS.html?ex=1278648000&en=79e76efd724185ff&ei=5090&partner=rssuserland&emc=rss -- A New York Times article mostly dealing with the issue of sexual harassment within American Apparel http://www.behindthelabel.org/infocus.asp?id=84 -- An article talking about their Anti Union stance. Thanks for your concern! Well, I've never even heard of this company until now, I live on the other coast. The CEO is a pig, that's for sure, and they will never get a dime of my money in SL or RL. |
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Jennifer Reitveld
Dork in heels
Join date: 12 Mar 2005
Posts: 70
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06-19-2006 06:19
From: Royce Quinn I somehow doubt the more adult players care that much about brands. Sure, the teens and the college folks that are out to impress each other, they yuppie types out to try to one up each other by wearing the same things countless other lemmings are. But if you haven't noticed RL, the VAST majority of folks aren't wearing the name brands (other than perhaps Levi's). Hell, until I saw on the net this company was coming to SL, I never heard of them. No offense intended, but millions of dollars spend every year on fashion brand marketing, particularly with respect to designer ready to wear lables, like DKNY, say you are wrong. You may not wear them, fine. But overwhelmingly people do, in fact, spend more money for brand name merchnandise. Go to any mall in America and you will find stores like GAP, Bannana Republic, Hollister and Abercrombie. RL the VAST majority of people do, in fact, wear brand name clothing. American Apparel is not a household name, yet, but certainly there are going to be more people who have heard of them after coming to SL than before. |
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Ingrid Ingersoll
Archived
Join date: 10 Aug 2004
Posts: 4,601
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06-19-2006 06:22
"The culprit, they say, is Mr. Charney, 36, a retailing maverick from Montreal"Heh. I worked in the in the marketing dept. of a few retail "rag trade" (clothing)companies in Montreal over several years. The article is pretty much in line with what I found at all of them, which is why I got the heck out of that industry. It's very cut-throat and they have a bad rep for how they treat employees, at least in my neck of the woods.
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