Image from: NBC
With nine seasons of Project Runway behind us, America is clearly ready for a new kind of fashion reality show. Enter Fashion Star. Hosted by Elle Macpherson, Fashion Star give 14 designers the chance to win a multimillion dollar prize to help launch their collection. The twist is that designers pitch their designs to buyers from Macys, Saks Fifth Avenue and H&M each week. If the buyers like the designs they can bid
I wanted to take a look at daily reach for these retail websites to see if traffic increased on the days the show aired:
Fashion Star premiered on March 13th with 4.55 million people tuning in. Interestingly, both Saks Fifth Avenue and H&M saw bumps in daily reach on both the day of the premiere and the day after. Macy’s, however did not see the same lift in daily reach.
Saks and H&M also saw lifts in daily reach on March 20th, the day the second episode aired while Macy’s remained relatively flat. It wouldn’t be too surprising to see traffic remain flat if a retailer didn’t purchase any designs during the episode, but all three designers bid on designs both weeks!
It will be interesting to see how daily reach continues to trend as the series progresses as well as if the retailers see lifts in online orders as many designs have already sold out.