Billabong has opened its first branded virtual retail store in PlayStation Home, featuring apparel from their new Fall 2010 collection for both men and women.
The release of the standalone store follows a year-long collaboration and trial on the PlayStation Home platform with VEEMEE, which specialises in branded engagements on console platforms, virtual worlds and handheld devices.
Scott Wallace, Billabong's VP of New Media & Strategic Partnerships, said the virtual retail store recognised the relevance of new media. "Billabong is a boardsport brand at heart," he said. "But we know our audience likes to kick-back and get on their consoles when they're at home. This collaboration engages our target across Europe and Australia in a different way on a platform that's becoming increasingly relevant to their lifestyles and their living rooms."
The virtual store situated in the PlayStation Home Marketplace is the only bespoke branded retail clothing store on the platform. It is based on Billabong's US retail concept and features a cross-section of clothing from the new fall collection. New updates to the store will be added on a monthly basis.
Caspar Thykier, Managing Director at VEEMEE, commented, "The Billabong Store in Home allows users to get a 'first view' of the Billabong collection in a virtual context. If they like what they see they can choose to buy the real thing online or through retail outlets. It's a virtual try-before-you-buy if you like. And from a marketing perspective it's brand enhancing, self-liquidating and revenue driving."
"Billabong is a global leader in relevant content creation for its audience," said Billabong's Wallace. "We're constantly looking at initiatives to bring the brand to life in new and surprising ways, keeping us at the forefront of the market."
Learn more about the Billabong store in PlayStation Home.