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.