We Can Build You: Identity & Fashion in Second Life
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![Route to a research project ,[object Object],[object Object],[object Object],[object Object],[object Object],...it is crucial to remember that these economies are not designed with the purpose of studying real-world business. As a result, the lessons we can take from them have limits. Bloomfield, 2007 Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-3-2048.jpg?cb=1668252098)
![Research Questions & Activity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-4-2048.jpg?cb=1668252098)
![Second Life ,[object Object],[object Object],[object Object],[object Object],[object Object],Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-5-2048.jpg?cb=1668252098)
![Second Life ,[object Object],[object Object],[object Object],[object Object],Welcome to SL – orientation for new residents (captured Feb. 08)] Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-6-2048.jpg?cb=1668252098)
![Fashion in RL ,[object Object],[object Object],[object Object],[object Object],[object Object],Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-8-2048.jpg?cb=1668252098)
![Designers & fashion related professionals No answers to demographic questions, only engaged with their aliases/ avatar names (I was an unknown quantity/ no trust) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-15-2048.jpg?cb=1668252098)
![Fashion Consumers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-16-2048.jpg?cb=1668252098)
![Key findings ,[object Object],[object Object],[object Object],[object Object],Sofia Gkiousou www.digital-era.org](https://image.slidesharecdn.com/slfashion2009333-091023162659-phpapp01/75/we-can-build-you-identity-fashion-in-second-life-18-2048.jpg?cb=1668252098)
We Can Build You: Identity & Fashion in Second Life
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Based on my dissertation for the MSc in Innovation Management & Technology Policy (2008, Birkbeck - University of London) * Growth & notoriety of virtual worlds * Commercial opportunities within virtual worlds (legal & illegal) * Difficult access to RL creative industries/ easier in virtual worlds * The identity problem: Who is the creator, Who is the consumer? * Innovation in products, sales practices, marketing etc.
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We Can Build You: Identity & Fashion in Second Life
- 1. Sofia Gkiousou www.digital-era.org MSc Innovation Management & Technology Policy March 09
- 2. The Creative Industries: Do they really count? The creative industries are those that are based on individual creativity, skill and talent. They also have the potential to create wealth and jobs through developing and exploiting intellectual property. Department of Culture, Media & Sport Creative Industries contribute to a country’s GDP but not always visibly. Creative Industries require management, planning, innovation etc. like any other business (although arguably, of a different kind) New kinds of creativity with the advent of new technologies (creating new sources of business & potential wealth across industries) Is IP the only way that Creative Industries may create wealth? Sofia Gkiousou www.digital-era.org
- 7. Is SL an MMORPG? * MMORPG: Massively Multiplayer Online Role Playing Games Sofia Gkiousou www.digital-era.org
- 9. Fashion in SL Sofia Gkiousou www.digital-era.org Types of fashion products Skins, Hair, Clothing, Shoes, Jewellery, Accessories, Make-Up Notes on fashion products Additional Features Variety of Tastes Variety of Eras Shops Standalone, Shopping Streets, Shopping Malls Shop structure Branding, Products, Live models, Marketing tools (freebies, voting booths, group invite, greeters etc) Shopping experience Avatars as greeters/ PR, Music/ Video, Decoration according to brand style, Areas for sitting and socialising PR & Marketing Fashion Shows, SL groups, Freebies, Sales, Submissions to blogs & magazines
- 10. A model presenting a Sintimacy skin in the Sintimacy store. Photograph author’s own. September 21 2008 Sofia Gkiousou www.digital-era.org
- 11. SL Outfit 5/27/08 by Juushika Redgrave; Model is Juushika Redgrave Clothes by Artilleri, Veschi, Schadenfreude. Body by Nora, Sin Skins, ETD. Accessories by L.A.M.E., ETD, Caroline’s, DEEKS, Persenickety, Gritty Kitty, Anisa, Hybrid, Reel Expressions. http://www.flickr.com/photos/juushika/2532161199/ (last accessed 21 September 2008) Moon- StilettoBoot’s with Heel sound by Cookie’s - Stilleto’s CC Desinz. Photograph author’s own 21 September 2008 Sofia Gkiousou www.digital-era.org
- 12. AC Creations SL store. Specialising in Gorean, Vampire, Roman etc. Photograph author’s own 25/09/08 Sofia Gkiousou www.digital-era.org
- 13. Skins at Sintimacy main store. Photograph author’s own. September 21 2008
- 14. Advertisment from the Harajukubox Fashion Fair http://www.flickr.com/photos/21088562@N06/2848896298/ (last visited 22 September 2008) Screenshot from the SL Fashion Police, http://slfashionpolice.com/?p=114 (last accessed 21 September 2008) Sofia Gkiousou www.digital-era.org
- 17. Fashion in RL & SL Sofia Gkiousou www.digital-era.org
- 19. Questions for the future How might this fluidity and difference in creation/ consumption patterns affect business in metaverses? Is art created/consumed differently in online worlds? How can it be monetised? Can corporeal boundaries in relation to art be expanded? What can we learn from that. Is digital art still art? Who gets to decide? Who will be the gatekeepers in metaverses? Sofia Gkiousou www.digital-era.org
Editor's Notes
- Data: SL Metrics Jan 08
- Additional Features: SL fashion products have additional features to RL fashion products. Examples include skirts that have movement and shadows, jeweller that sparkles, shoes that have their own sound (like the sound of heels or even music) and products that make the avatar move in a specific way (like in catwalk or dancing) Variety of Tastes: There seems to be a vast variety of fashions for different tastes. Examples include office wear, evening wear, vampire and goth clothing, futuristic and sci-fi based products, hip hop clothes, risque and erotic fashions etc. Variety of Eras: Fashion styles don't seem to die in SL. We used in-world searches for items from the past such as ‘medieval dress’, ‘armour’ and ‘science fiction’ and they all yielded results