DKNY JEANS’ E-PLACEMENT
NEW YORK — In a case of virtual product placement, DKNY Jeans said this week that the fictional animated heroine of the Vivianlives.com Web site had agreed to wear animated depictions of its jeanswear and activewear.
The site, which bowed last year, depicts the life and times of Vivian Livingston, a Manhattan resident working in the fashion industry. The site was founded by Sherrie Krantz, DKNY’s director of pubic relations, who retains an ownership interest.
Krantz declined to comment on the terms of the deal, other than to characterize it as a “celebrity dressing sort of relationship.”
The site is intended to eventually have e-commerce capabilities, but it does not yet, she said.