Marketing: TVLifestyles

I just found this website called Overlay TV which basically allows companies to upload videos and overlay them with content.  This is cool because they have a fashion page that allows you to watch videos from tv shows and red carpet events and click on the styles that you like to find out where they are from or to purchase them. It seems as though this site is still in the process of establishing itself but it has great potential.

This isn’t the first time that we’ve seen companies try to directly market the clothing that is being worn on tv etc. The CW network has developed a store on their website that capitalizes on the fashion buzz from Gossip Girl. You can  browse their store and buy the items that will help you emulate the styles of your favorite character whether you are on Team Blair or Serena, or maybe even rooting for Little J.

The CW is in a partnership with Starbrand which is a more comprehensive website that allows you to browse the styles seen on an eclectic collection of tv shows and movies including Gossip Girl, America’s Next Top Model, The L Word, and She’s The Man. Not to mention the long gone, O.C. – people are still referencing Marissa‘s style on that show.

The website allows you to look at character profiles, browse the fashion by character, episode, season, and brand. You can also find out information about the set designs, stylists, and beauty information. Essentially, they’ve gone out of their way to make sure that they can market just about every aspect of a shows to you, the consumer. It takes the idea of selling a lifestyle to the next, most cutting edge, level.

Now we can only hope that sooner or later these companies start marketing “Look For Less” sites, with the same fervor,to those of us with tighter budgets. No matter how badly I’m crushing on something from Phillip Lim 3.1, it’s just not gonna happen right now.

Images courtesy of  The CW, Fox, The OC Files

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5 responses to “Marketing: TVLifestyles

  1. Oh no! I now have 2 more websites added to my already burgeoning favorites list. =)

  2. Interesting. I must check it out. =)

  3. Hi Jillian,

    Great post, and thanks for the shout out! We encourage users to create stuff too, and you can share/embed the player almost anywhere. Being a hardcore fashionista myself, I can’t think of anything cooler than shopping directly from a video, like for instance a Marc Jacobs fashion show. I created this Overlay using a segment from his Marc by Marc Jacobs fall/winter collection:
    http://www.overlay.tv/overlay/4061.

    Cheers!
    Sian

  4. That’s totally awesome! I had no idea that these sites existed. I will def. check them out. YAY!

  5. Gossip[ girl has such great fashion. You can see their fashion at chickdowntown.com. They have some cuff bracelets worn on the show!

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