Blog: Leonie BarrieH&M steps into the virtual world

Leonie Barrie | 25 July 2007

It’s nothing new for clothing retailers to tap into the virtual world in an attempt to stay in tune with their customers, and companies like American Apparel and Nike have already led the way by setting up storefronts in Second Life. However, it’s been an almost exclusively one-way street…until now, that is.

This winter, video game publisher Electronic Arts and clothing retailer H&M plan to transform the bits and bytes of the digital world into a physical product. While they're going down the more traditional route by featuring H&M fashions in recently released Sims software – they’re also holding an online contest to allow a Sims 2 player to design clothes that might be produced and sold in the real world.

Themes include "Night Out," "Let's Go to the Beach" and "Red Carpet," with winning designs being chosen in September. It looks like both H&M and EA could well have a hit on their hands. Official design kits are available on the Sims website, but the Sims 2 H&M Stuff Pack, which allows players to design an H&M store and dress their avatars in H&M clothes, has been a hit too since its US release. Designers watch out!

On the digital catwalk at H&M


BLOG

Trump and Brexit generate more confusion

Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...

BLOG

Bangladesh works to resolve labour activist issues

The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...

BLOG

US border tax a contentious issue

Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...

BLOG

Primark's sustainable cotton programme takes shape

With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...

just-style homepage



Forgot your password?