The hip-hop impresario-turned-designer will make his debut on the HSN network Monday, on behalf of his I Am King and Unforgivable fragrances. His appearance will mark a significant step in HSN’s campaign to not only prove fragrances can be sold on TV, but also capture a commanding vantage in the market. Mindy Grossman, chief executive officer of HSN Inc., recalled working at VH1, and she wants to apply a similar strategy. “We should own Behind the Fragrance,” Grossman said, paraphrasing the title of the music-biography series.
To counteract the critics, who contend that fragrance can’t be sniffed and sampled on TV, Lancôme put 2.5 million scented strips of Tresor into HSN’s December viewers’ guide. The storytelling aspect has been buttressed by the creation of sets designed to evoke the story of each brand, such as Gwen Stefani’s Snow Bunnies flankers of her Harajuku Lovers franchise, as well as brands by Sarah Jessica Parker and Jennifer Lopez.
HSN also has built a special set for Combs in its St. Petersburg, Fla., studio. The design has a homey, living-room feeling reminiscent of a talk show. That’s because half the presentation will be in a conversational format, with Combs being interviewed on camera. He will not be pitching the products.
Grossman’s strategy is to tell the backstory — “to bring the fragrance, the brand and who he is to life. We think Sean has a huge following and he has got a great story to share.” Specifically, Grossman said Combs will “be sharing his beliefs behind his fragrances, why he developed them and what are the reference points.”
She added, “We have a real diverse audience and we see the opportunity for Sean to bring in a broad segment of new customers.” Grossman concluded, “This is a very embedded part of the strategy to really create a very exciting, dynamic distribution channel for prestige fragrances. It’s about coming into that movie.”
Combs will be on the air from 11 p.m. to 1 a.m. on Nov. 30. None of the executives would break out numbers, but according to industry sources, Combs and HSN hope to break the $400,000 mark in retail sales for the two-hour show.
Jeffrey Tweedy, executive vice president of Sean John, said the company’s goal is to increase brand awareness through the broader reach of TV. Referring to the talk show format, he said, “We are excited this is the first time this format is being used.” He praised Grossman for “turning [HSN] into a hip TV channel.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)