TimmyHRetailers 'Sell' to Young Virtually
September 24th 2008 03:53
Kohl’s Corp. has become one of the first retailers to go completely virtual with its new range of clothing. The brand has launched a teen and tween range to be stocked in its virtual stores that can be purchased with “Stardollars.” Weird? You Betcha!
The site reported that 97,000 original visitors hit their store in the first 16 days, an impressive achievement considering the lack of marketing.
Also going virtual are retailers including K-Swiss, Sears Holdings Corp. and Eberjey. These mainstream retailers in the US will no doubt be copied in Australia. With Myer and Grace Bros. expecting to have complete online options available before the Christmas Rush.
The idea is to use virtual characters called “avatars” to showcase clothing in a particular environment. Unlike when sites had just a picture of the garment available for viewing, now, avatars can be dressed and fashioned to suit the user’s needs.
Retailers are using social gaming sites to host their products and are paying big dollars. But according to market experts, the exposure of the clothing online is incredibly cost effective as a marketing tool.
"It's really a way to get shoppers to test-drive your product," said Carlos Mejia, chief financial officer of Eberjey, a maker of lingerie, swimwear and sleepwear. The brand, which largely sells to women ages 20 to 45, hopes to attract teenagers with its virtual line.
Patti Miller, vice president of Children Now, a Calif.-based national children's advocacy group, expressed concern over marketing to youngsters via these virtual shops. The Federal Communications Commission in 1990 established rules governing the hourly amount of advertising directed at children. But the newer, Web-based virtual communities that have replaced TV viewing for some kids have no similar restrictions.
"Some of these younger kids, those younger than 8 and even kids up to 12, can't make the distinction between what's advertising and what's not," says Ms. Miller. She says children may not grasp that the virtual stores function as a brand advertisement.
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Online Shopping Grows
Also going virtual are retailers including K-Swiss, Sears Holdings Corp. and Eberjey. These mainstream retailers in the US will no doubt be copied in Australia. With Myer and Grace Bros. expecting to have complete online options available before the Christmas Rush.
The idea is to use virtual characters called “avatars” to showcase clothing in a particular environment. Unlike when sites had just a picture of the garment available for viewing, now, avatars can be dressed and fashioned to suit the user’s needs.
Retailers are using social gaming sites to host their products and are paying big dollars. But according to market experts, the exposure of the clothing online is incredibly cost effective as a marketing tool.
"It's really a way to get shoppers to test-drive your product," said Carlos Mejia, chief financial officer of Eberjey, a maker of lingerie, swimwear and sleepwear. The brand, which largely sells to women ages 20 to 45, hopes to attract teenagers with its virtual line.
Patti Miller, vice president of Children Now, a Calif.-based national children's advocacy group, expressed concern over marketing to youngsters via these virtual shops. The Federal Communications Commission in 1990 established rules governing the hourly amount of advertising directed at children. But the newer, Web-based virtual communities that have replaced TV viewing for some kids have no similar restrictions.
"Some of these younger kids, those younger than 8 and even kids up to 12, can't make the distinction between what's advertising and what's not," says Ms. Miller. She says children may not grasp that the virtual stores function as a brand advertisement.
Find more details below…
Really Long Link
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