To say that the NBC hit show, “Fashion Star,” strikes a customer engagement chord might be an understatement. The popular show is aired in 162 countries and when Terron Schaefer, Executive Vice President and Chief Creative Officer for Saks Fifth Avenue, and one of three featured buyers on “Fashion Star”, travels the world, he is shocked at the enormous reception he receives.
“From a personal standpoint, the power of television is incredible,” Schaefer told Loyalty 360. “Wherever I go, it’s amazing the number of people who come up to me and say they love the show.”
And to think Schaefer initially didn’t want to participate in “Fashion Star,” which airs its Season 2 Finale on May 10.
Schaefer said no one knew what to expect when the show debuted. The merchandise that is created by aspiring designers, then modeled on the show, some of which is purchased by the three buyers – one each from Saks, Macy’s, and Express – is available in-store and online the following day.
Schaefer thought there would be more in-store traffic from the show’s impact, but the customers have engaged largely through the online channel.
“What did happen was an enormous number of new shoppers on Saks.com because the show really drove people to the company website,” Schaefer said. “We had a 48% sell-through on one item – a white strapless dress that could be worn as a skirt – in less than 24 hours, which is staggering. It didn’t drive people into the stores, but online. Yes, they’re shopping and they’re not only buying ‘Fashion Star’ merchandise. They’re buying lipsticks and accessories. People are watching the show with a tablet in front of them. The show has certainly been a big plus for us.’’
“Fashion Star” combines the worlds of reality TV, fashion, and game shows. Aspiring designers create certain looks and styles with the assistance of celebrity mentors -- Nicole Ritchie, Jessica Simpson, and John Varvatos. The mentors try to “sell” their specific designer’s clothing to the three featured buyers. When the buyers purchase any of the clothing, it becomes available the next day in-store and online.
Saks has launched the careers of famous designers, most notably Carolina Herrera, Marc Jacobs, Jimmy Choo, Haider Ackermann, Estee Lauder – and Season 1 winner Kara Laricks.
“For Saks, we’re always interested in discovering new talent,” Schaefer said. “The worldwide impact of the show has been incredible. It’s such a completely new concept. No one would’ve predicted it would be so successful online. We’re thrilled.”