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Fashion Online Game Taps Real Brands

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The celebrity-infused women’s portal PopSugar is looking to blend social gaming, virtual worlds and e-commerce in a new fashion-centric online game. And it’s lined up a slew of big brand names from the world of couture to help.

The site has launched PopSugar’s Retail Therapy, a social online game via which players endeavor to stock a virtual boutique store with real world brands. The new game is available both on Facebook and at Playretailtherapy.com.

When logging on to play Retail Therapy, users start with an empty virtual boutique. Though the game can be played for free, users can opt to fill those empty stores by purchasing virtual clothing items from participating retailers, including Banana Republic, Barneys New York, Diane von Furstenberg, Gap, Juicy Couture, Topshop and Tory Burch. Virtual goods will run users as little as a dollar to $100.

Players can also make decisions on store layout, add customized furniture, and even look to expand down the road into department stores as they compete to earn virtual currency.

Users can always click on specific products and visit retailers sites to make a purchase. Several sponsors, including Diane von Furstenberg and Topshop, have also elected to open virtual stores within the game.

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