'Fashion Star's' Retail Connection
While the contestants and mentors prepare to compete during each episode, it's the dynamics of the retail buyers that add a dimension to "Fashion Star" that makes the show more compelling than other reality series.
"'Fashion Star' pulls the curtain back on how the retail industry really works, and its unique format allows us to bring the newest fashion personalities, and the clothes they create, directly from the TV to our customers," says Martine Reardon, chief marketing officer, Macy's. "In season one, traffic to the store and website were very strong, with multiple items selling out quickly, telling us that the 'real-time' concept truly resonated with our customers. In season two, we will continue to promote Macy's participation in 'Fashion Star' through a mix of marketing, in-store visuals, online and throughout social media. For merchandise, we will again stay true to the design aesthetic of each item, so what the viewer sees on the runway will be similar to what is available at Macy's."
Saks' executive vice president and chief creative officer Terron E. Schaefer says the most compelling aspect for viewers is "getting to vote with a wallet and wearing the winner tomorrow."
"We learned that Kara Laricks' winning collection was just the right mix of trend and comfort for the Saks consumer," says Schaefer. "Her dresses were very popular in materials like jersey and embellishments. The shopper really picks up on the looks. When we altered designs or fits our consumer really noticed the difference."
"Macy's participation in 'Fashion Star' continues to be an exciting opportunity to offer our customers exclusive merchandise from new and emerging designers. Last season's limited edition items and final collection elicited a 'buy now' response and brought regular newness and excitement to our floors that we know will continue to satisfy our highly motivated fashion customer this season," says Reardon.