On the Digital Catwalk at H&M

The "fast fashion" retailer is teaming up with Electronic Arts to weave its threads into the latest Sims video game

As the user-generated-content craze matures and as marketers continue to create digital presences, companies are looking for innovative ways to attract consumers. A steady stream of businesses have been traipsing down the information superhighway, buying virtual billboard space in video games, while retailers such as American Apparel and Dell (DELL) have set up storefronts in the virtual world Second Life.

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