Dressing for Two What Avatars and Their Humans Buy and Wear Presented as part of FIT TechDay

Type of Avatar

Avatars most commonly used by RL gender

Purchase of SL Wearables

April 2008 Market Truths Limited SL wearables Clothing Shoes Accessories Costumes Swimwear Underwear Tattoos Pajamas Hair Skin Eyes Nails Complete avatars

April 2008 Market Truths Limited Just like in RL, women buy more Purchase of wearable items in SL by RL gender *Significant difference between groups

April 2008 Market Truths Limited Just like in RL, women buy more Purchase of wearable items in SL in past month by RL gender *Significant difference between groups

April 2008 Market Truths Limited Average spending on wearables previous month: L$3379 (US$12.66) Spending on wearable items in SL in past month by RL gender Average spending by women L$4422 (US$16.56) Average spending by men L$2359 (US$8.84) *Significant difference between groups

SL Clothing

April 2008 Market Truths Limited Type and style of women’s clothing

April 2008 Market Truths Limited SL personal style Traditional: Preppy, glamorous, retro, professional. Risqué: Racy, raunchy, trashy, and impractical. Casual: Laid back, girl next door, sporty, colorful.

April 2008 Market Truths Limited Type of men’s clothing

April 2008 Market Truths Limited Who cares? Or why should you care?

April 2008 Market Truths Limited There are associations between SL and RL consumer behavior The more of a respondent’s wearables expenditures goes toward contemporary evening clothes, the less she tends to spend on clothing (in total) in RL. The more of a respondent’s SL wearables expenditures are spent on conservative casual clothing the more she tends to spend on RL accessories. The more frequently people browse for hair in SL, the more they spend on hair care products and treatments in RL. The more casual a woman’s SL style, the less she spends on skin care in RL.

Now you try

April 2008 Market Truths Limited Which store’s customers have a more risque style in SL?

Which store’s customers are disproportionately likely to buy underwear, costumes, and nails in SL?

April 2008 Market Truths Limited Does any of this really matter? While there is a lot we still don’t know about how SL and RL consumer behavior are related, the fact that they are related means SL has potential for: Product evaluation Promotion

April 2008 Market Truths Limited Also in the Wearables report* * Available from or * Available from or SL Consumer Behavior Browsing Method of shopping Customer satisfaction Unmet needs RL Consumer Behavior Purchases Browsing More on the relationship between RL and SL Marketing Implications * Available within the next day or two from: or

April 2008 Market Truths Limited Special Thanks To Ewing Fashion Agency Models

April 2008 Market Truths Limited Questions?