Fashion Marketing Hits Wisteria Lane


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by Sarah Clark
Fashion School Review Columnist

January 29, 2007


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Fashion marketing has reached a new high - or low, depending on how you look at it. Today, savvy marketers are making nearly every fashionable item featured on the set of popular television shows like Grey's Anatomy and Desperate Housewives available to consumers with the means to buy them.

Have a hunkering for that Michael Kors hobo you saw on an episode of "Ugly Betty?" Or would you die to get your hands on one of those hot Pea in the Pod t-shirts Angelina Jolie used to conceal her emerging baby bump? Well, there's finally a place to help you get all the stuff worn by the Fab Five and a host of other celebrities - it's called SeenOn.com, and I can't believe it has taken fashion marketing interests this long to start it.

What Does it Mean for Fashion Designers?
The implications of such marketing reach far beyond consumers and fashion marketing managers. This could very well influence the work of television and celebrity fashion designers. If you know that what Bree is wearing on Sunday night will be flying off the shelves (so to speak) on Monday, your wardrobe choices might be influenced by others.

Hopefully fashion designers will still have a voice in the wardrobe rooms of television's most high-profile shows, but there's a good chance their creativity could be stifled in the name of new revenue streams. Of course, the concept isn't entirely new. Marketers have been placing products in television shows almost as long as television has existed. But now that sales of a product placement can be directly linked to the selling of them, the stakes of such advertising may become even greater.

Getting Marketing Savvy in Fashion School
Fashion school is a great place to start learning how to navigate the increasingly competitive and complex world of fashion marketing. Many fashion schools offer a focus on fashion marketing specifically for fashion design students. Check those programs out and see if their instructors are talking about new trends like relationships between fashion marketing, product placement, and e-commerce.

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About the Author
Sarah Clark is a freelance writer specializing in career development and postsecondary education.

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