Written by McCown BridgesPosted in BlogPosted in BlogTags: consumer, retail, shopping behaviorsMarch 16, 2012
A new TV show premiering this week may just be the ticket for retail stores to advertise on television without breaking the bank.

Fashion Star, which debuted on NBC earlier this week, features 14 designers vying for the chance to sell their clothing at Macy’s, H&M or Saks Fifth Avenue. What’s more: The clothes are available in store the day after the episode airs.
Instead of spending up to $200,000 to air a 30-second commercial during the prime-time show, it’s obvious that integrating the retail store into the show is the best bang for the retailer’s buck. Instead of a 30-second ad, these three stores are essentially getting 30 minutes of advertising.
And, who can argue with free advertising? It seems the retailers are not paying to be featured on Fashion Star, but only paying for the clothes they decide to sell in stores.
But, will it come with a price? Critics are saying that Macy’s and Saks have stooped to selling cheap clothing by pairing up with H&M, a retailer with a more affordable reputation. Others are saying the retailers may be skimping on quality if they’re rushing to get the clothing in stores so soon.
Maybe, but we’re sure viewers of Fashion Star will be going to see the winning designers’ clothing first-hand in these three participating stores.
Moving beyond advertising, we like the idea of Fashion Star because it offers a viable option for consumers to purchase the clothing the next day, rather than waiting months to see it in stores.
We’re betting shows like Fashion Star will be the next new reality hit. But, then again, with stars like Jessica Simpson as the designers’ “mentor,” we might be guessing again.