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NaCo ties up with THERE.COM to market apparels
Jun '08
THERE.COM owner Makena has signed a deal with Hispanic clothing company NaCo to sell their designs in-world.

The companies reached an agreement in order to appeal to the 19 million Hispanic people in America who are online, as well as those in Latin American countries using the virtual world.
There.com is also populated by a lot of younger users, and with more than a fifth of NaCo's sales in America made up by under 18s, it will now have a direct link to their target market.

The next evolution:
NaCo, which makes clothing with irreverent bilingual slogans, will make nine designs available to buy in-world, with a link to the company's official site allowing Thereians to order RL clothing as well.

Edoardo Chavarin, NaCo's founder and chief creative officer, believes that moving into online worlds is the next step in product promotion: "Our customers spend a considerable amount of time on social networking sites and we believe that There.com's virtual world is the next evolution for interacting with our customers wherever they may be."

Unique marketing opportunity:
NaCo takes its name for a slang Spanish word for 'tacky', and while it is impossible to measure the true size of the Hispanic online market, a recent survey estimated that display advertising online may account for around US$140 million - suggesting that the two companies are seizing on a unique marketing opportunity.

There CEO Michael Wilson also welcomed the partnership, saying that it was a way to welcome the world's growing Spanish community: "The Hispanic population in There.com is growing and comprises a very active segment of our community. We've seen an increase in the areas of our world that showcase this cultural influence and there are currently over 15 clubs in There.com that cater specifically to Hispanic audiences."


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