Pierce Mattie Public Relations New York

We hosted a fashion roundtable a few weeks ago at our Times Square showroom; Media Oasis. One of the questions I asked was; “Does a reality TV show inspire fashion the same way an aspirational fictional program does?” The answer from the apparel manufactures in attendance was a resounding “yes." I started to sync up how reality shows inspire new dialogue, slang, and fashion and even affect the choices of where some people elect to live or what cars they lease. 

This past week Michelle Waller’s apparel brand Royal Plush has inked a deal with Bravo’s Real Housewives. My question is, will the housewives receive a financial kick-back off of what they have inspired? This brings up a whole new category in licensing deals for apparel because most of these reality shows we know operate without stylists, wardrobe consultants and leave the cast members to dress themselves or bring in friends to help them.  

It’s a catch-22 that in return the show gets a licensing deal off of what the reality cast has worn. Will the cast now be required to wear the garments while on air? Ramona Singer has already been selling her jewelry on HSN this year and it’s been quite successful however that is her brand, not someone else’s. We all watched the NY crew this year struggle with renewing their contracts for salary increases. I can only imagine what this will bring to the mix.

We know from working with our own license brands at Pierce Mattie that if you don’t have the talent doing the media events with you, making in-store appearances, etc. the sales won't line-up as the consumer interest will drop. I am sure Royal Plush has to work out these small details but I cannot see the real housewives doing media appearances to push someone else’s clothing unless they are getting paid substantiality for it. Will the new show being shot in Washington D.C. require the housewives to make weekend appearances at Bloomingdales to promote the apparel?