Rimowa aluminum suitcase, Kangol bucket hat, Chanel and Courrèges jackets… The series Emily in Paris has become a real tool of influence for the fashion industry. In fact, as reported by our colleagues from echoes, each of the ten episodes of season 2 makes mention of a product placement. Netflix explains that it does not enter into any commercial agreement with the brands but prefers the more modest expression of “organic and creative collaboration”.
Monetize on-screen objects
This trend towards the monetization of objects present on the screen does not seem ready to end. Quite the opposite is happening now. A new initiative is there to attest to this. Launched in November, the company Shop the Scenes wants to allow viewers to directly scan a QR code on the screen when an article appears in a series episode.
The company’s founder, Jill Martin, clarified this concept to Fast Company : “People have tried to sell merchandise from shows before, but we’re working directly with showrunners, costume designers and designers to bring consumers authentic items – not knockoffs – from the show that they can’t find anywhere.” go elsewhere. »
Concretely, Shop The Scenes obtains the scripts in advance and the costume designers of the series communicate to them the clothes and the objects which will be used by the characters. Manufacturers are then contacted to make the items available to consumers upon release.
For now, only the series Yellowstone adopted this concept in the United States, through Paramount+ (in France the series is offered by Salto but does not offer this feature Editor’s note). Subscribers can thus afford the dishes of the family or the clothes worn by certain characters. Similar partnerships are already in place for season 3 ofEmily in Paris on Netflix.
Netflix and Disney+ operate their franchises
Be that as it may, Netflix did not wait for this initiative to try to profit from on-screen merchandise. In June 2021, an online store was launched in partnership with Shopify. It allows American subscribers to buy certain series-related goodies. Similarly, Disney has been selling merchandise related to its flagship franchises for years, online, in stores, or through partnerships with certain major retailers.
While both platforms are launching packages with advertising, product placements are just another way to unlock new revenue streams.
