Last year, American Apparel, a popular US clothes brand, opened a shop in Second Life with a lot of positive press. Avatars could get for a few L$ relatively faithful replicas of their clothes in SL. Their project lasted almost a year or so, and then, as they finished their experiment, it was shut down (with a promise to return in the feature).
The media interested in reporting all sort of doomsday predictions about SL was obviously eager to know the reasons why American Apparel went away. Was the experiment a failure? Didn’t they reach their goal? Were they really expecting to sell more SL clothes than the popular SL-only brands? What, in fact, was their purpose?
We won’t probably know more than what was officially announced. Still, although I visited the SL shop, I never thought much about it. It was “just another brand”.| | | Next → |