I'm just coming back from a panel in Second Life on virtual world marketing organized by Harvard's Berkman Center. Full transcript coming later tonight, but to give you the taste of it:
"Hello everyone. My RL name is Raz Schionning and I live and work in Los Angeles. I'm the Web Director for American Apparel - so I oversee our web sites, web development, and online marketing. AA opened the doors to Lerappa Island [read more] and our SL store a week ago and we're very excited about it.
Why did we do it and what do we hope to achieve? On a personal level I see Second Life as a budding example of the evolution of the “web experience”. The potential is amazing and very compelling. The constant expansion and participation is energizing. Our store in Second Life is an experiment in how we may establish relationships with our customers in this evolving medium. To speak like a marketing person for a moment... I see a strong overlap between SL users and AA consumers. They are sophisticated, educated, have money to spend, and fall into our target age range. So it makes sense to investigate how we can speak to this community... Not unlike the way we approach any potential audience in order to grow our business.
That said, I have few expectations about generating significant revenue right now – it's not the objective at this point. As with all the marketing we do, we’re being innovative and keeping our ears to the ground; we want to see how people will respond to our presence in SL."
UPDATE: The transcript is here.