Virtual World Roiworld.com Becomes Sales Channel For Real Couture

Norma Kamali screengrab

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.

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