American Apparel opened a virtual store in Linden Labs' online game Second Life. This is the first time a real-world retailer has opened a shop in virtual space for virtual people, according to Forbes.com.

The store is modeled after American Apparel's two level Tokyo outlet.

Second Life has nearly 200,000 "residents," who use Lindens, the in-game currency, to pay for space and services or build business. Players purchase Lindens with real-world money.

"Part of the fun of the game is creating characters to look like a model of yourself or to become something fantastic, like monsters or robots or pixies," American Apparel Web Director Raz Schionning says. "People like us for what we stand for, so they'll have the chance to dress their characters in our clothes."

The store will allow users of the multiplayer game to purchase American Apparel's clothing for their in-game avatars, although Schionning said that it is only an experiment and not a profit-making venture.

American Apparel said that Second Life residents may be privy to real-world promotions and discounts, and the marketing tactic may boost actual sales with a link to the online store.