NEW YORK — Stefani Greenfield wants to be the Bob Villa of television do-it-yourself fashion.
“He builds you a house, I’ll build you a wardrobe,” said the co-owner of Scoop, who will appear on the Home Shopping Network in a new program called “Scoop Style.”
“This is fashion and function,” Greenfield said. “It’s a new way of bringing trend-inspired fashion to the masses. It’s all about taking [viewers] on a fashion journey and having a dialogue with them.”
The first installment of “Scoop Style,” “Go wild for summer,” will air May 17 from 1 a.m. to 2 a.m., and 9 p.m. to 10 p.m. “The Color Perfect” will run later in the summer. Greenfield said she would focus on five key looks for each show.
In addition to the Scoop NYC private label, Greenfield will bring along resources such as Alice + Olivia, J. Crew, Milly, Seven For All Mankind, Tracy Feith Le Shack, Elizabeth Hurley, James Perse and Kors by Michael Kors.
“We’re working with over 20 other brands for the first two shows,” Greenfield said. “Some people were ecstatic, some people had to be convinced and some people just didn’t get it.”
Greenfield said she had been toying with the idea of doing a television or Web-based program for some time. When her friend Donnie Deutsch said, “You should do something for HSN,” a light went on. But it wasn’t until Greenfield read an article about Mindy Grossman stepping down as global vice president of apparel at Nike Inc. to become chief executive officer of retailing at Barry Diller’s IAC/InterActiveCorp., which owns HSN, that she acted.
Greenfield sent an e-mail to Grossman saying she had an idea to discuss. They met six months ago.
“It was the total meeting of the minds,” Greenfield said. “What she’s doing is bringing a whole new level of programming to HSN.”
Grossman has upgraded HSN programming with regular segments from Sephora, for example. The network is in more than 89 million homes.
Scoop is expected to appeal to some of HSN’s existing customers and attract new ones. “The customer we have today is a woman who is fashionable and wants to be seen as wearing what’s right for today,” Grossman said. “She will respond to this. It will also attract a customer who may not have thought HSN was for her. I’m excited about the opportunity to broaden our customer base.” Grossman said HSN would launch new designers in the coming months. “Fashion is a very exciting opportunity in ready-to-wear and accessories,” she said. “HSN should be aspirationally accessible to women. It’s not about a price point, it’s about myriad price points. I want the woman who’s buying a $79 handbag to have the same level of excitement as the woman buying the $799 Carlos Falchi handbag.”
This story first appeared in the April 16, 2007 issue of WWD. Subscribe Today.