BAUBLES, BOBBLEHEADS AND OTHER THINGS: The “Project Runway” Web site is a veritable marketplace with auctions — season seven contestant Emilio’s dress fetched a final bid of $355 — and sponsors’ products on sale, ranging from Gingher pinking shears to Rowenta irons. There’s even show memorabilia such as a talking Tim Gunn bobblehead doll for $25 that bobbles such signature witticisms as “Fab-u-lous!” and “Carry on!” With all the exposure — some sponsors receive on-air integration and a significant online presence — is it any wonder that brands want to cozy up with “Runway”? The latest, Piperlime.com, hopes to tap into the program’s 2.9 million viewers when “Runway’s” eighth season begins on July 29 on Lifetime. Piperlime.com’s contributions include painting the “Project Runway” accessories wall, from which contestants choose finishing touches for their creations and fill the wall with its products. Piperlime.com has a shoppable version of the “Project Runway” accessories wall in the works for its Web site. The winner of season eight will get to design and sell an exclusive collection on Piperlime.com, the company said. Piperlime, which launched in 2006, offers complete looks and tips from stylists.
— Sharon Edelson
July 16, 2010
WSJ.'s Many Candidates... Wintour and Company... FriendFinder Bids On Playboy...
With WSJ. editor in chief Tina Gaudoin returning home to London this summer, the future of The Wall Street Journal’s glossy supplement is unclear.
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