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Ecommerce: Björn Borg uses shoppable game to serve up range

Sports fashion brand Björn Borg will launch its spring 15 collection this week using a free web-based game called First Person Lover, which will feature in-game shopping.

Based on a typical shooter-style game, it lets shoppers dress an avatar in items from the collection and take on the forces of evil with weapons inspired by the power of love. The three-level 30-minute game, designed by Isbit Games, will launch for PC and Mac computers and will enable those playing it to buy featured looks from the range
at an in-game shopping mall.

The spring 15 collection is inspired by fictional worlds such as mythical islands, lost worlds and visionary computer games.

Björn Borg head designer James Lee said: “It has been fun to see the collection come to life in 3D and have avatars wear it. I might be the first designer ever to have his collection bought through a game.”

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