Mad Men look inspires clothing line.
TV merchandise is moving from character to closet faster than ever, thanks to an online cottage industry that’s sprung up around identifying it. And we’re not talking the meticulously positioned, sponsor-funded product placements, but rather the clothing, accessories and furniture that appear, unbranded, like the crop circles of the small screen, forever taunting viewers with their mysterious origins.
These sites, which catalogue TV merchandise — with items often indexed by program, episode and character — are like a Rosetta Stone for demystifying products’ sources and driving consumers to points of purchase.
“It’s a really savvy way to shop because you’ve seen the clothes in action, on real bodies,” says Dana Weiss, founder of the Chicago-based Possessionista.com.
“It’s almost like having your own personal stylist because a professional has already vetted these outfits. And usually by the time a piece of clothing makes it to your TV screen, it’s on sale.”
Weiss’s site, which sees more than a million impressions every month, is described by her as “an encyclopedia for TV fashion.” She works with stylists to get the scoop on items seen on such shows as The Bachelorette, Glee and Gossip Girl, then posts links to the clothes — and often less-expensive replicas.
Curvio.com, which launched in February, takes a more structured approach, with items indexed in a searchable database. For instance, consumers looking for Dianna Agron’s ruffled blouse from Glee’s third season could find it by searching her character’s name or the name of the episode.
“We have a team of content specialists who, after a show airs, will cut snapshots of all the key pieces,” says Stephanie Werner, Curvio marketing head.
“Our fashion experts will then shop for exact matches, as well as similar options so that the $1,200 dress you saw on Gossip Girl can be had for $200, or even $50.”
The Texas startup is also in the testing phase of allowing brands to directly upload their own TV-affiliated products to the site, streamlining the process.
Shopping the shows is even further democratized on Coolspotters.com, where users are empowered to tag items they recognize in their favourite programs, with links provided for purchase.
Gabriel Bell, staff writer for beauty and fashion hub Refinery29, predicts the real gamechanger will be a site that combines partnerships with stylists and public relations insiders, the use of facial recognition software to effortlessly ID items, and a staff of fashionsavvy spotters.
“We’re still a while off,” says Bell.
Of course, the sites currently highlighting TV swag aren’t so invested in your search for Serena van der Woodsen’s iPhone case (a particularly soughtafter item) that they’re doing it for free.
Most monetize content by using affiliate links, which provide a commission when users click through for more product information or to purchase.
TV insiders, keen to benefit from spotlighting the merch in the first place, are unsurprisingly angling for a piece of the action.
Verizon FiOS has been testing technology that allows purchases of select products seen on the History Channel with the click of a TV remote; The Live! With Kelly site features a “fashion finder” to tip viewers to the host’s daily ensembles; and Shazam has partnered with Delivery Agent to create digital hot spots for products shown on such TV programs as the Super Bowl, with shopping links enabled at the push of a smartphone key.
Banana Republic, meanwhile, removed the tech element altogether, producing an entire in-store collection inspired by the TV show Mad Men.
The line has been credited with helping the brand post its best first-quarter sales on record this year.
“TV networks’ way of making money is through selling advertising, not through selling clothes. So this is new territory for them,” says Bell.
“But I’m sure in the next four years or so, we’ll have THAT website or THAT app that takes care of all of it.”