July 8, 2008
Forget Gossip, Girl; the Buzz Is About the Clothes
The New York Times has written an interesting piece on the influence of "Gossip Girl" and teen fashion and how the show’s sense of style is having a broader impact, even according to Stephanie Solomon, fashion director for Bloomingdale’s, who claims “The show has had a profound influence on retail."
"Fans stride into boutiques bearing magazine tear sheets that feature members of the cast and ask for their exact outfits. Or they order scoop-neck tops and hobo bags by following e-commerce links from the show’s Web site.
Although the series has had only middling success in the ratings, in stylistic terms it “may well be the biggest influence in the youth culture market,” said Stephanie Meyerson, a trend spotter for Stylesight, a trend forecasting company
... Thanks to the point-and-click shopping on its Web site and the fees it charges some brands to be featured in the series, “Gossip Girl” has been able to profit from its power to generate trends. It is not the first show to collect revenues from product tie-ins, but it probably is the first to have been conceived, in part, as a fashion marketing vehicle."
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