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
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 the stench of marketing, pun intended, 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?