Ever dreamt of running your own fashion boutique?

Sugar Inc., the media network behind the popular blogs PopSugar, BellaSugar, and FabSugar, has launched its first online game, Retail Therapy, this week.

Aspiring to become the FarmVille of shopping, this "insanely addictive" Facebook app is designed to help you build your own virtual fashion store and shop at your friends' boutiques.

But while this has already been done before (think Mall World or Fashion World, which boast between two and four million users), Retail Therapy's asset - in addition to its blogs' huge fan base (they attract a collective 16 million unique visits per month) - will be its 'real-life partnerships' with brands including Diane Von Furstenberg, Gap, Banana Republic, Barneys New York, Juicy Couture, Tory Burch or TopShop.

Gamers start by setting up their shop with an initial $2,500 worth of 'coins,' which they use to build up stock for the store. These items are virtual replicas of current real-life designer items that will also be changed according to season - "the ultimate product placement," as technology blog, TechCrunch rightly put it.

Purchasing items this way and collaborating with other stores, you gain 'experience points' that gradually allow you to unlock further levels (of which there are more than 40) and more exclusive products to establish yourself as a reputed fashion buyer.

With opportunities for designer labels to host sample sales or offer special discounts for gamers online, Retail Therapy could develop into a major player, connecting the virtual and the real shopping worlds. The only fly in the ointment? Male fashion fans will initially have to deal with gender confusion: there are only female avatars to choose from.

http://www.playretailtherapy.com

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Home Care / Support Workers

    £7 - £10 per hour: Recruitment Genius: This care provider is looking for Home ...

    Recruitment Genius: Web Team Leader

    £30000 - £35000 per annum: Recruitment Genius: One of the UK's leading web des...

    Recruitment Genius: Client Manager

    £27000 - £35000 per annum: Recruitment Genius: A growing, successful, friendly...

    Recruitment Genius: Property Negotiator - OTE £20,000+

    £16000 - £25000 per annum: Recruitment Genius: This family owned, independent ...

    Day In a Page

    Greece says 'No': A night of huge celebrations in Athens as voters decisively back Tsipras and his anti-austerity stance in historic referendum

    Greece referendum

    Greeks say 'No' to austerity and plunge Europe into crisis
    Ten years after the 7/7 terror attacks, is Britain an altered state?

    7/7 bombings anniversary

    Ten years after the terror attacks, is Britain an altered state?
    Beautiful evening dresses are some of the loveliest Donatella has created

    Versace haute couture review

    Beautiful evening dresses are some of the loveliest Donatella has ever created
    No hope and no jobs, so Gaza's young risk their lives, climb the fence and run for it

    No hope and no jobs in Gaza

    So the young risk their lives and run for it
    Fashion apps: Retailers roll together shopping and social networking for mobile customers

    Fashion apps

    Retailers roll together shopping and social networking for mobile customers
    The Greek referendum exposes a gaping hole at the heart of the European Union – its distinct lack of any genuine popular legitimacy

    Gaping hole at the heart of the European Union

    Treatment of Greece has shown up a lack of genuine legitimacy
    Number of young homeless in Britain 'more than three times the official figures'

    'Everything changed when I went to the hostel'

    Number of young homeless people in Britain is 'more than three times the official figures'
    Compton Cricket Club

    Compton Cricket Club

    Portraits of LA cricketers from notorious suburb to be displayed in London
    London now the global money-laundering centre for the drug trade, says crime expert

    Wlecome to London, drug money-laundering centre for the world

    'Mexico is its heart and London is its head'
    The Buddhist temple minutes from Centre Court that helps a winner keep on winning

    The Buddhist temple minutes from Centre Court

    It helps a winner keep on winning
    Is this the future of flying: battery-powered planes made of plastic, and without flight decks?

    Is this the future of flying?

    Battery-powered planes made of plastic, and without flight decks
    Isis are barbarians – but the Caliphate is a dream at the heart of all Muslim traditions

    Isis are barbarians

    but the Caliphate is an ancient Muslim ideal
    The Brink's-Mat curse strikes again: three tons of stolen gold that brought only grief

    Curse of Brink's Mat strikes again

    Death of John 'Goldfinger' Palmer the latest killing related to 1983 heist
    Greece debt crisis: 'The ministers talk to us about miracles' – why Greeks are cynical ahead of the bailout referendum

    'The ministers talk to us about miracles'

    Why Greeks are cynical ahead of the bailout referendum
    Call of the wild: How science is learning to decode the way animals communicate

    Call of the wild

    How science is learning to decode the way animals communicate