It’s not unusual for clothing brands to promote their outfits in virtual worlds, but designer Norma Kamali is going one step further: She’s actually selling her new clothing line there. Members of fashion-centric virtual world Roiworld.com can try on outfits from the Norma Kamali for Wal-Mart (NYSE: WMT) Spring 2010 collection with their avatars, then click to purchase them from NormaKamaliCollection.com.
Roiworld.com, which Lifetime acquired last year, says it is the first time it has promoted e-commerce for a designer. What makes this interesting is that Kamali isn’t selling virtual goods in Roiworld.com — which is what brands like K-Swiss and Rocawear have done in the past — the designer is using the game as a platform to sell real clothes. What’s not clear is if the deal will be a financial boon to Roiworld.com as well, since Lifetime would not comment on whether it gets a retail sales rev-share.