Girls' clothing retailer Justice launched a beta its own virtual world, ScapeNation, last month with help from creative shop Red Tettemer. Justice has 900 stores throughout the U.S. and is planning to integrate the physical outlets and virtual world as time progresses. ScapeNation is aiming for a unisex, tween audience in a world where Darkness split the land and users have to unite the islands.
The retail stores are already selling trading and gift cards that tap into the characters and let users buy ScapeBucks to use for new clothes or customization options for their virtual homes. Other merchandise is also planned.
Red Tettemer told Clikz that so far 60,000 users have signed up since the launch of the public beta. The hope is that, for now, girls will bring in their brothers who may then get hooked in by the gaming options of the virtual world. Girls, if they're not into the games, may turn to the shopping and customization options.
While it seems like ScapeNation right now is all about driving users back to the retail stores, Justice hopes to see it become a revenue stream of its own.
"We didn't want to tiptoe into this space," Scott Bracale, president of marketing, direct and international of Tween Brands, told Clikz. "Our goal was to build one of the ultimate, aspirational SVNs for Tweens. We're excited about the launch of ScapeNation, but we're even more excited about creating this new level of customer engagement." [via Clikz]
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