Former CBS President Banking on Internet's Power
Add one more name to the growing list of former TV executives who are sold on the profitability of e-commerce.
“More and more, advertisers are beginning to realize that the Internet is tomorrow’s most effective massreach vehicle,” said former CBS President James Rosenfield, now chairman of New York–based Entertainment Media Works, which launched its first major Web site, StarStyle.com, in March.
StarStyle.com targets people who want to dress like their favorite “American Idol,” love that couch they saw on “The Real World” or lust after an outfit on “As the World Turns.”
“For consumers, StarStyle is like a department store for their favorite TV shows and films but without having to leave the house,” Rosenfield said. “It’s a one-stop shop for those who not only appreciate having knowledgeable access to the fashion of their favorite stars but having the most popular shows and the best products under one electronic roof.”
Entertainment Media Works was established two years ago to act as a bridge between consumers, brands and media properties involved in the creation of television, music videos and film. EMW’s goal is to drive consumer awareness and brand loyalty through cutting-edge interactive online experiences.
“[Advertisers] can take advantage of the Internet’s vastly superior targetability, farmore- accurate measurement and interactivity to give viewers substantially more information, get their feedback and even offer immediate buying opportunities,” Rosenfield said.
StarStyle.com, which forges novel partnerships with major Hollywood studios, networks and production companies, as well as prominent costume and set designers, is what EMW calls “a groundbreaking supersite” because it allows viewers to identify and purchase products—mostly apparel— by title, brand or product category.
Logistically, it is no small accomplishment. Most garment orders are referred to such well-established retailers as Neiman-Marcus, Nordstrom, Zappos.com, Macy’s and Thomas Pink from a list of about 250. For the consumer, being referred to the affiliate retail site results in no difference in price. What might be most impressive is that the consumer can seamlessly land on the specific garments they located on StarStyle—a search that would otherwise be daunting.
Such referral/affiliate sales relationships can be lucrative when traffic volume is significant. Exporting the order fulfillment responsibility to the retailer allows StarStyle to concentrate on what it does best: innovative web design, marketing and online traffic building.
“StarStyle has the critical mass to change how consumers fundamentally think about buying products,” said Ashley Heather, the company’s chief executive officer. “We provide the crucial missing link from consumers being aware and interested in a product they see in the media to actually being able to identify and buy it.”
Site review: GoShopYourself.com
Henderson, Nev.–based FiveStarReviews.com—a lifestyle portal known for its positive reviews and recommendations of products—has launched a spin-off site called GoShopYourself.com.
Here, the company has taken its positivereview concept and focused directly on fashion- oriented e-commerce. Founders and newlyweds Michael and Lisa Tobin tell viewers the “what’s what” in shopping trends. They sell merchandise, too.
The Tobins choose vendors that appeal to 20- and 30-somethings “who want something fresh, fun and fabulous.” On GoShopYourself.com, one can find Kandy Kirsch’s “revolutionary” spa pampering Flex-Flops, which have graced the birthday bags of some of Hollywood’s top teen queens like Hilary Duff.
Vendors have been featured on the stars of primetime television, awards shows, print magazines and the hottest parties.
In addition to shopping and reviews, GSY also has a birthday club, virtual Internet cafe, friendship network, blog, forum, quizzes, informative articles, monthly contests and ecards.
Graphically, however, the number of options has made for a bit-too-busy Web site: too many choices, places to go and products––all coming at you at the same time in a wacky cartoon assault.
A little subtlety has always made for a stronger fashion statement, and toning down the plethora of choices and busy animated images— especially on the home page—might present a more hospitable welcome mat to an otherwise wonderful site.
