Claire's Glee May Be Rushed but Welcome in Gloomy Holiday Season
The upcoming holiday season is going to be as Glee-full as all get out, but don't expect the television show-linked product emerging at Macy's (M) and Claire's to be particularly innovative as they are more about generating fad interest than creative merchandise.
The announcement of a Glee program at teen and tween retailer Claire's demonstrates that the intent of the company doing the licensing, Fox, is selling the show. The evidence is right on Claire's home page. There, the fashion and accessories chain informs its visitors that an exclusive new Glee jewelry and accessories line will launch at the chain soon after Labor Day.
That should be a big deal for Claire's, given the show's success both with audiences and in the recent Emmy broadcast. But the product announcement is only a tiny piece of what essentially is an ad for the show, featuring Emmy winning cast member Jane Lynch. Claire's home page has been transformed from something that directs visitors to the retailer's product assortment into something that directs them to: Tuesdays 8/7c Fox.
Given the rush to get Glee merchandise in front of consumers for the holidays, an inundation of rapidly conceived, hurriedly executed products seems likely. Licensed products have come a long way in the past couple of decades with quality improving significantly. And experienced licensed product manufacturers of may be able to maintain a decent standard for Glee products.
However, my BNET colleague Lydia Dishman was unimpressed by the first roll out of a major retailer-exclusive Glee program at Macy's. Her complaint: The effort was hurriedly assembled and basically uninspired.
A quickly produced but mediocre licensed product program poses a dilemma for retailers. They have to chose between jumping on the bandwagon and promoting quality. But it might not cause Fox Television much concern. The broadcaster is going into the new Glee season trying to build on Lynch's big Emmy win despite the show's losing out as best comedy. Fox enjoyed a major success with Glee's season finale in June, which underscored the show's strength with the 18 to 49 demographic that advertisers covet.
But entertainment is a big smorgasbord these days and even a popular show such as Glee gets missed by a lot of folks. A licensing program can amplify the media squawking about the show and get the name in front of people who haven't yet connected to it.
Another current quirk on Claire's home page is that it has a Glee listing next to its Fox ad. Clicking on it, a visitor returns to the home page but with an offer to share the Lynch-dominated ad withe friends. Basically, Claire's is hosting a viral marketing campaign for the broadcaster, one it would be unlikely to mount unless it was part of the deal that delivered the exclusive license from Fox.
Like Macy's, Claire's has been improving its financial performance as of late, and it would be a pity if a poorly conceived Glee license program hurt it in the holidays. The retailer is making a big commitment to the Glee program, opening pop up shops in three cities and even transforming the L in its name to index finger and thumb pose featured in the Glee logo.
However, it's important to consider that fads have their own lives. Think pet rock. Even a mediocre Glee program may generate big sales in the holidays as store-goers look for something fun to give in a season when necessities may be the focus of gift shopping for economically oppressed consumers. It may not deliver the most inspired products ever, but the television show might live up to its name and actually deliver some glee in a gloomy holiday.
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