A year ago there was at least 16 shops in Second Life advertising “Ferrari” cars. One model sells for L$1995 (approximately US $7.75). Ferrari does not have an official presence in Second Life.

At least 40 stores in Second Life advertise virtual “Rolex” and “Chanel” watches, averaging around L$350 (US $1.61). Neither Rolex nor Chanel runs any of these stores.

There are more than 50 stores in Second Life carrying virtual sunglasses branded “Gucci,” “Prada,” “Rayban,” and “Oakley.” Each pair is priced around L$125 (US $0.75). None of these stores appears to be owned, sponsored, endorsed, or licensed by any of these companies.

The term “Gucci” alone generates 106 hits in Second Life classifieds, referring shoppers to stores selling virtual versions of nearly every hot product the company makes, including shoes, handbags, and clothing. “Vuitton” generates 39 hits. “Abercrombie” gets 30. “Timberland” gets 26. None of these stores appear to be affiliated with the company behind the name.



“Nike” holds the record, generating 186 hits, many of which link to stores where shoppers can find avatar shoes bearing the company’s distinctive swoosh. Nike itself does not sell any of these shoes.

Even geek-darling Apple isn’t immune. A half-dozen stores in Second Life sell virtual “iPods” for avatars. Some add copyright infringement, preloading the unlicensed “iPods” with songs from artists ranging from Michael Jackson to Gwen Stefani. Apple is not behind these stores.