5 Real world owners of valuable marks such as Reebok, Lacoste and BMW have also penetrated the Second Life market by setting up shop in the virtual world. One user described that the virtual stores where these goods are sold usually allow users to customize the established mark owner’s goods within the owner’s established parameters, the equivalent of mail ordering customized M&M candies. The site also provides incentives to create new Louis vuitton handbags designs as opposed to buying existing brands, since the creation of one’s own Louis vuitton handbags design costs more time than money. The principal financial investment comes in the form of acquiring retail space with virtual dollars to make the product available to other users in Second Life.Branding is a key element to the Second Life concept. One user who is an advertising executive in New York noted that the “real draw” of Second Life is the “creative driven process” of developing, marketing and selling one’s own brand in the virtual world. Second Life blogs abound and the site has even created its own version of Wikipedia, where users have lauded the site as “a new platform for creative and entrepreneurial expression” that might otherwise be unavailable due to real world spatial or financial constraints.

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