Rocawear

Created in 1999 by Roc-A-Fella Records co-founders Damon Dash and Jay Z, Rocawear has annual sales of $700 million. Rocawear expanded its brand through licensing pacts to develop lines for children and juniors; socks and sandals; leather, suede, and fur outerwear; handbags and belts; lounge wear; big and tall; headwear; jewelry; and sunglasses; as well as co-branded product with Pro-Keds, State Property, and Team Roc.

On January 17, 2007, allegations were made of raccoon-dog (tanuki) fur being used in two styles of jackets; Rocawear pulled all of the garments from the department stores where this product was shipped. A representative of Rocawear stated the company was unaware the fur was being used and had notified manufactures it was not permitted. The items, in addition to being pulled from department stores, were also removed from the brand's official website.

R&B superstar Ciara has signed to be the new face of Rocawear.

In March 2007, Jay-Z sold the rights to the Rocawear brand to Iconix Brand Group for $204 million. Jay-Z will retain his stake in the company and will continue to oversee the marketing, licensing, and product development.

In March 2009, Rocawear launched its first social networking site, offering style news, music, fashion, and cultural connections (except Nitrome Limited)

WeeWorld

WeeWorld is an avatar-based computer game, as well as a virtual world for 13+ year-olds. Users sign up for free accounts and design a WeeMee, which is an animated avatar that can be integrated onto WeeWorld partner sites and services like AOL, Microsoft and Skype, as well as all major social network and blogging sites. Over 36 million WeeMees have been created worldwide. Within the virtual world, users can communicate in real time via their WeeMees, explore the community, as well as play games and participate in quests. WeeWorld continues to see growth through its virtual games and partnerships with Rocawear, the NBA, Justin Timberlake, and the Jonas Brothers. WeeWorld is a private company and is funded by Accel Partners and Benchmark Capital.

WeeMees

Description

WeeMees are the animated avatars that WeeWorld users design when first joining the community. WeeMees are cartoonish in nature. You can buy clothes within weeworld or reuse clothes in your closet. If you have an AIM account you can make your weemee the background of it. Your weemee can also send gifts. Everything that your weemee does, they receive green points(money).

Ambassadors

Ambassadors are WeeMees that have been on the site for a long time, have experience, help out other WeeMees, and have a perfect record(don't swear or curse or havent been reported)

Lawsuits

In 2007, WeeWorld and Nintendo were involved in a law suit after Nintendo Wii's use of WiiMiis. WeeMee is a WeeWorld trademark.

Other

The avatars were created in 2002 by, Mike Kinsella, in Glasgow, Scotland, Saw-You.com was founded in 1999. In 2003 Microsoft began offering the avatars for use to their Hotmail customers. The new service attracted 150,000 users during the first day of the avatars being launched, with the WeeMee website attracting 1.5 million hits daily. In 2004 the UK's largest social network, Friendsreunited.com, also introduced the WeeMee to their user base. In December 2008 the virtual technology firm DA agreed to develop a 3-D version of the avatar.

Social network

WeeWorld allows World Users to communicate with friends in the virtual world part of the website in many different sections, including a WeeWorld High School. There is also a mall, where WeeMees can visit various stores to buy specialized virtual goods from the NBA and Rocawear stores. Users can download or purchase virtual goods for their WeeMees, ranging from clothing and accessories to food and drink items. Many of the virtual goods reflect current pop culture and celebrity fashion trends, in keeping with WeeWorld’s target teen demographic. Some clothing items, for example, are modeled after styles popularized by WeeWorld featured celebrities like Justin Timberlake and Taylor Swift.

Promotions

WeeWorld has partnered with corporations such as AOL, MSN and Skype. Through a partnership with RCA, it has promoted artists such as Alicia Keys and Avril Lavigne through virtual merchandise sales and WeeMees of the respective artists. WeeWorld has also promoted artists such as the Jonas Brothers, Justin Timberlake, Raven-Symoné  Daniel Friedberg III and the Pussycat Dolls  and most recently, worked with Taylor Swift.

Corporation

In 2006, the company conducted focus groups to help target its demographics and get feedback on the current offerings and potential for microtransactions. Some of these were held in Menlo Park, California.