Amazon is launching its first global series that combines unscripted programming with its retail store.
” and “The Marvelous Mrs. Maisel.” Amazon Prime Video’s cachet not only rises if Klum’s and Gunn’s star power transfers over to their new show, but also if it’s seen as a place where people go to buy high-end fashion and not just stock up on diapers and paper towels.
“Making the Cut,” which premieres March 27 on Amazon Prime Video, will feature 12 designers competing for a chance to launch a global brand and a $1-million prize. Contestants are given assignments, with the winning outfits sold on Amazon immediately after the episodes air. Customers will pay about $100 or less for the winning looks available in sizes that range from XXXS to XXXL on the “Making the Cut” store featured on Amazon, Klum said.
“Making the Cut” could help Amazon find the next up-and-coming designer, similar to how “Project Runway” propelled the career of Christian Siriano, who has Unlike Netflix, which focuses on just video, Amazon markets its Prime memberships as catering to all aspects of a customer’s life — whether it’s watching TV shows, listening to music, or ordering paper towels and groceries. Amazon touted its lifestyle appeal in a recent San Francisco subway ad that read: “Tea kettle ... flu meds ... ‘The Marvelous Mrs. Maisel’” along with the words, “Sick day. Delivered.
Other shows have also attempted to sell clothes featured in their programs, but often through outside retailers. For example, Netflix partnered with retailer Net-a-Porter to sell clothes by the winner of its reality show “Next in Fashion.” The show premiered on Jan. 29, and clothes designed by the winner became available onOn “Project Runway’s” newest season airing on Bravo on March 14, viewers will be able to buy some of the clothes featured on the show.
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