Fashion TV Case

Strength

The Fashion Channel was the first and only cable TV network that presented fashion around the clock. This goes well with the concept of fashion because fashion seemingly changes every hour. No matter what the schedule, the loyal fashion experts are in your living room any time and any day. No need to wait for a certain time, no need to record or TiVo because you’re at work or have other plans. They are at your side.

Another strength which can result in a rather large audience is that it’s on basic cable network. Viewers and TV owners don’t need to pay a large amount to pay for additional channels which might include The Fashion Channel.

Weakness

On the flip side constant fashion talk in the living room is that it’s constant. It can get old real quick. I love golf, I love food, I love running but I can only do so much of it before it becomes dull and boring to me.

I haven’t discovered any emotional connection with The Fashion Channel and I don’t see how many viewers have or will have found that connection with them. Viewers probably just use them for the concurrent updates and upcoming trends.

Opportunity

The Fashion Channel has a great opportunity here to explore new dimensions in the network of fashion industry. What this company has forgotten is the concept of fashion – constantly changing. If the viewers and audience enjoy watching The Fashion Channel then they will enjoy new things, trendy things, approachable and stylish things. So why doesn’t the network that focuses solely on fashion take a swallow of their own medicine and change things up for themselves. This is the time for them to think outside the box and create awareness without creating a huge debt in their expenses.

Threat

It goes without say that CNN and Lifetime are major threats to The Fashion Channel and are taking away many of their viewers. In addition, they are surpassing The Fashion Channel in awareness, interest, and value. The Fashion Channel has to different audiences – men and women. With CNN taking one and Lifetime taking the other, The Fashion Channel has to explore new avenues to uncover themselves from other smothering fashion programmes.

Branding

The Fashion Channel has a reputation to be amongst models – celebrities and runway models. Some look at this network as their own role model. No different from those magazines we see at the checkout lines in the store. However, in 2006 the idea was to present this network and have it appeal to “a broad a group as possible in order to achieve the highest possible viewship numbers.” With their theme “Fashion for Everyone” belted onto their hips, the branding strategy was almost at a no-man zone. It was nowhere and everywhere at once.

With these three possible scenarios the branding strategy could possibly focus on one or two narrow categories of viewers.

Target & Segment

It is said that boys go shopping for girls and girls go shopping for clothes. With this idea ringing in our ears, it should be no mighty task to realize that The Fashion Channel should focus on the “highly valued 18-34 female demographic.” This demographic must certainly target the savvy Fashionistas as well as the organized Planners and eager Shoppers. Though they make up a small percentage of all the viewers, these are the beneficiaries of The Fashion Channel. They are most loyal and are most aware of the latest trends.

The problem that I do see is that though The Fashion Channel is focusing on the 18-34 female demographic, there is a larger population of viewers in the 35-54 female demographic. On the other hand, CNN’s large audience comes from that age group in both genders. The solution? The Fashion Channel needs to create and find more shows that blend well with the 18-34 female demographic.

If I were faced with these scenarios, I would have to choose the 3rd scenario. This advantage plan would increase their average ratings by 20%. Though they decrease their audience viewers by being so segmented, they increase their average CPM significantly which out-weighs the other options. This is clearly demonstrated in the table on page 3.

Emotion Connection

Thinking outside the box, I would like to propose a 4th solution to go along with the plan of the 3rd scenario. The Marketing department has stressed in creating an emotion connection to The Fashion Channel and so I can’t think of any other way than for the shows to come to them – LIVE. If The Fashion Channel planned and executed a “TOUR” around the country and building an expo at all the major cities in their major malls then this would create an emotion attachment.

I believe that shows and runway models sharing their elaborate fashion life with the Fashioniastas, Planners & Shoppers they would become more emotionally connected. This would be expensive, yes but this would create long-term loyalty. If they gave out prizes, t-shirts, key-rings, and “fashion cup” awards then there would be a large audience. These “mall locals” would feel like they were part of something new, trendy, and fun. The Fashion Channel would grab the attention and create awareness among people who had never heard of The Fashion Channel. Furthermore, there would be time for autographs, picture taking, and face-to-face expert advice. Most of the demographic here would be females. It’s not trivial matter that females like to talk about boys and fashion. This would create a domino effect with their girlfriends. Wearing a “The Fashion Channel” t-shirt among those who have similar interest can only lead to more awareness.

In conclusion, I would target the fashionistas, planners & shoppers. Not only target them but include them into The Fashion Channel by going on tour and having The Fashion Channel a part of their lives. Now that’s the new trend.