Janie Bryant Debuts MOD, or How to Sell Tens of Thousands of Items on QVC
Janie Bryant, costume designer extraordinaire for the sartorially splendiferous series Mad Men, is creating a line of apparel and accessories for QVC. Can you say, "Will sell like hotcakes?" There's no doubt that Bryant's aptly named MOD collection will sell in the tens of thousands to devotees of the show's aesthetic as well as loyal QVC customers.
First, because the timing couldn't be better. Last year Mediabistro reported that Bryant was in negotiations with the multimedia retailer, a wholly owned subsidiary of Liberty Media Corporation (LINTA).
But the logistics of inking a deal, designing the line, manufacturing and launching it couldn't happen swiftly enough to coincide with the show's third season. Just as well. The show just snagged 16 Emmy Award nominations and won another (consecutive) award for Best Drama Series, pushing it further into the spotlight. Then there's the much-anticipated fourth season, which premieres on July 25. Oh, and let's not forget that Bryant's written a book on style tips that will publish this fall, right in time for the line's debut on Sept. 29.
Second, because the line doesn't include the kind of sheath dresses that are so ubiquitous in the series. When sported by the voluptuous executive secretary Joan Holloway (played by Christina Hendricks) they hug every curve and flatter her full figure. However, unless that kind of dress is custom fit, an inexpensive version might not be the wardrobe transformer it is on television.
Hence, Bryant stuck to "key statements" (read: sizes that fit and flatter most) for her 20-piece line. Outerwear, jackets, sweaters and bottoms are complimented by a handbag and 10 to 15 pieces of costume jewelry. Everything retails between $26 to $138.
Third, Bryant got it right with a vintage/modern theme whose predominant element is animal print -â€" making it current but also perennially appealing. And smart. Stylist to Hollywood A-listers Rachel Zoe recently did a faux fur vest that was an instant hit.
In fact, with her own fashion cred (she's also an Emmy winner), Bryant may very well follow and build on Zoe's success. Zoe's collaboration with QVC sold so well overall that she's showed her latest collection at the first QVC fashion show at Bryant Park in February.
With spring and summer collections already in the works (think eyelet and pastels) it shouldn't be long before Bryant's own natty pockets are lined with cash.
Image courtesy AMC
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