« The Growing Influence of Hispanic-American TV Main Technological Innovations Coming Rapidly... »

December 23, 2005

Television and Fashion: A Two-Way Street

Not that long ago, I posted an entry about the marketing opportunities between Banana Republic and the new Sony Pictures release Memoirs of a Geisha. However, the fashion/cosmetics industry and the entertainment industry are constantly in the process of cross-promotion. For instance, my wife has the Sarah Jessica Parker perfume Lovely setting in her shelf.

And, this past week, a story and an ad really lept out at me with a message--the promotion goes both ways.

Case-in-point: Virginia Heffernan's story in Wednesday's New York Times focuses on the new Style Network talk show Isaac, featuring clothing designer Isaac Mizrahi as the host. The fashion guru-turned-Target designer is attempting to further brand his fashion products by becoming a television personality somewhere other than his ads.

On the reverse side, the inside of the cover of this past week's tabloid Life and Style features a full-page advertisement for new All My Children Fusion perfume, sold exclusively by Wal-Mart and online, the official scent of the popular ABC soap.

Is this just shameless cross-promotion to sell stuff or a spin-off of transmedia storytelling, using a broader definition of the term? A good move by Isaac Mizrahi? What about AMC? Does this encourage the trend that we're pushing for here at C3, or does it make us groan? For me, the jury is still out. Turning a soap opera into a scent borders a little close to a stretch of marketing, and the succes of Isaac depends on the quality of the show as far as building a personality.

But the broader question really is whether fashion should be seen as a form of storytelling? It seems to have very little narrativity, but we've seen a lot of moves toward moving fashion and cosmetics and storytelling into the same space...Does it work?

Post a Comment
(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)

Add to Technorati Favorites