Buy on Netflix: a clothing line for "Emily in Paris"
The second season of the successful series of Netflix "Emily in Paris" will soon have "purchaseable content": outfits and accessories of the series can be purchased online and in SAKS department stores.
Merchandising is luxury
The clothes of "Emily in Paris", a successful series on Netflix, are now for sale.Several famous luxury brands, including Chanel, offer the general public for the second season of the series.As soon as the new season is put online, on December 22, the collection will also be available in the form of "buyable content".
Merchandising has been a large slot machine for a long time;Just think of K3 dresses at JBC or the many articles marketed at each release from a new Disney film.This type of “retailtaining” is however unusual for the luxury market: sunglasses at 250 euros and handbags at 790 euros are far from a Frozen sandwich box.
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Nevertheless, the trading partner Mint Group immediately detected the great potential of the series.Clothes are characters in its own right in the series and there are today dozens of websites that analyze each outfit."When 'Emily in Paris' gained popularity, several brands and labels have expressed their interest in a partnership that would allow fans to bring a little of this luxury home," we can read.
Chanel and beach clothes
What is innovative is that the clothing collection is not offered afterwards but at the same time as the launch of the series.Viewers can buy items directly on the new Netflix online store, on the online store of the American luxury retailer SAKS and even in certain physical stores.The deadlines for carrying out retail collections do not generally correspond to those of films or series.
To make the project possible, the production house of Emily in Paris has teamed up with the French group Mint, which asked luxury brands to create models matching the program.All the proposals were presented to the stylist of the series, who had some of the actors brought to the actresses.Thus, fans can notably wear the same Chanel jacket and the same Roberto Coin earrings as in the series.
Retailainment is growing
And some articles not appearing in the series also carry the brand "Emily in Paris".A license agreement was concluded with the ethical brand of My Beachy Side bath swimsuits: inspired by episodes in Saint-Tropez, the brand can market a collection of beach clothes "Emily in Paris".15,000 rooms were manufactured for direct sales channels to consumer and wholesale.
The "purchaseable content" and the "retailtain" are experiencing rapid growth, especially since the recent launch of the Netflix online store, where the streaming service combines products with series intrigues.The store will regularly release exclusive limited edition products and offer a premium selection of lifestyle clothing and products.
