The year 2021 saw the evolution of Netflix’s business model with the amplification of product placements and the release of the Netflix Shop, focused on fashion and fandom. The combination of fashion and series occupies a fundamental place in this strategy, with two major titles: Bridgerton and Halston.
Halston.
Last May marks the release of the Halston miniseries linked to a capsule collection sold on the brand’s website, at Saks and Neiman Marcus. The results are stratospheric: traffic to the Halston site increased by + 3200% and e-commerce sales by + 631%, with in particular a sell-through rate of 81% for clothing from the Netflix capsule.
Bridgerton.
The Bridgerton event series developed for its season 1 a collaboration with Hill House Home. Result: a “nap dress” sold in 0.02 seconds on the Phenomenal Woman site!
A partnership has also already been established with the Malone Souliers brand for a collection of shoes for men and women which will be released during season 2 of the series, scheduled for early 2022. The justification of the designer Mary Alice Malone is perfectly consistent: “Bridgerton revisits the past with a sense of revolution and joy, which is exactly how I approach shoe making”.
The post-covid world sees the domination of streaming platforms over movie theaters. Product placement is upset. Netflix is forging a desirable and bankable diversification in the fashion industry … When will the big names in luxury appear in dance?
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