NBC’s “Fashion Star” Presents New Way to Shop From Home. Will it Work?

January 10, 2012 • Fashion, Fashion Blog, Television

With the latest craze of fashion-themed reality shows not showing signs of slowing,  NBC’s “Fashion Star” may just be able to stand out from the crowd. The unique component the show has incorporated is that whatever clothes viewers see on the show, they can buy the next day in stores.

Both retail giants H&M, Saks Fifth Avenue, and Macy’s, as well as celebrity-branded clothing lines like Elle Macpherson, Jessica Simpson and Nicole Richie have signed on as branded entertainment partners. The design winner’s prize will include $6 million in orders from the retailers. Macpherson, Simpson, Richie and John Varvatos will also serve as mentors for the designers throughout the series. The retailers will stay involved through the process as well with buyers from each store serving as challenge judges.

So how will this new strategy of television shopping work out? Could it even replace current networks like HSN and QVC, which offer home shopping options through the phone and internet? Ben Silverman, executive producer of the show thinks it will do quite well.”You are voting with your pocketbook every week,” says  “These are clothes that could be worn by every woman.”

Having such recognizable names in participating retailers should definitely help. Macy’s was an easy choice since it is already a big national TV advertiser and a marketing partner on NBC. The retailer already has a longtime relationship with the network, including the Macy’s Thanksgiving Day parade. Nicole Christie, a buyer for H&M noted the retailer has started to do national TV advertising — but did not know specific details about when and where TV commercials would run.

“Fashion Star” will follow “The Biggest Loser” at 10 p.m on Thursday nights. It debuts on March 13 with a two-hour premiere and we have to admit, we’re a little intrigued…..


-Alia Rajput

Article Source: Media Post

Photo Source: tvlistings.zap2it.com

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