March 13th, 2012
Retailers Become Judges on NBC's 'Fashion Star'
By William Launder
Wall Street Journal
In this era of time-shifted television viewing and fast-forwarding of commercials, how do you get the audience to stop and hear your marketing message? Be a part of the show.
Saks Inc., Macy’s Inc. and Swedish retailer Hennes & Mauritz AB are doing just that with the new show “Fashion Star,” which debuts Tuesday on NBC. On the program, aspiring apparel designers pitch their fashions to buyers from the three retailers. The buyers bid on the designs, which are made available online and in the retailers’ stores after each episode.
Saks and the other partner retailers pay to manufacture and promote items they bid on and sponsor a collection created by the show’s winner, but they don’t contribute to production or advertising costs.