Trend Report. Oh No! Say It Ain’t So! Bling Leads To Ka-Ching. Second City Style Fashion Blog

November 28, 2006 • Fashion

Online sites are cashing in as people spend millions to buy clothing and items that look like those celebrities use.

Cast of ‘Desperate Housewives’ photo by Mathew Imaging and Jeff Kravitz/Filmmagic

How sad indeed. Getting a star-studded look has never been easier. In
an article by Ellen Lee in the San Francisco Chronical, the American
public seemingly can not dress without Hollywood. Oy.

If you are hooked on the boob tube and have ever admired a dress worn
by Eva Longoria’s, coveted a purse that Scarlett
Johansson was seen carrying at an event or just wondered how the other half
lives and spends money, simply take a peek at a new crop of Web sites. 

SeenON, and Zebo are among a new generation of online shopping
destinations, fueled by the latest Internet boom, which have made it simpler
than ever to copy a celebrity’s style. Joan Rivers and magazines such as People
and InStyle have been covering Hollywood fashion and the red carpet for years,
but these new sites are taking it a step further, putting fans a mouse click
closer to searching, finding and purchasing the identical item  —  or one that
looks like it.


Ellen Pompeo and Patrick Dempsey photo by Mathew Imaging and Jeff Kravitz/Filmmagic

Like it or not, "entertainment and popular culture creates trends and
drives demand for products," said Mike Fitzsimmons, chief executive officer of
Delivery Agent, the San Francisco company behind SeenON. 

This year, an estimated $3.07 billion was spent around the world in
product placement, according to PQ Media. Beyonce Knowles, Jennifer Lopez,
Madonna, Sean "Diddy" Combs, Will Smith and Oprah Winfrey are among the top
trendsetters, according to E-Poll Market Research’s E-Score Celebrity survey. 

But until recently, television and movie fans had to go out of
their way to find what they wanted. Enter SeenON, which lets consumers locate
clothing and props used on such shows as "Grey’s Anatomy" and the latest James
Bond flick, "Casino Royale." SeenON has amassed more than 100,000 items on one site, allowing
shoppers to browse by show, episode, character, brand and product category. It
also introduced a similar arrangement with People and Maxim so that readers can
go online to purchase items in the magazines. It also has plans for an
interactive television service in New York with Cablevision that would allow
viewers to buy products from popular shows with their remote control.

Shoppers are expected to spend about $211 billion in online retail this
year, a 20% increase from last year, according to Forrester. In the next
few weeks  —  starting today with Cyber Monday, when people go online at work
to do their holiday shopping  —  they’ll plunk down an estimated $27 billion

People are too interested in what celebrities own. Fact is, they don’t pay for most of it, but we common folk do.

See the Top Ten Summer 2016 Trends for Women Over 40

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