Consumers might enjoy taking on alternate personalities when they join virtual worlds. And they’ll also spend hours playing massively multi-player online games (MMOGs) with strangers. But when they want to purchase something fun and inexpensive in these fantasy sessions, they often turn to well-known brands.
It’s not easy to stand out in the crowded youth apparel market. Marketers are turning to celebrities to reach young fashionistas who want the latest in t-shirts and trendy accessories . This year, companies like Kmart will promote lines linked to Selena Gomez and JC Penney plans to launch Nastia Liukin SuperGirl line.