Possible Paper Idea

“You’re fired!”

“Make it work!”

“McDreamy and McSteamy”

These are quotes and characters, all from various hit TV shows, such as Donald Trump’s The Apprentice, Project Runway, Jersey Shore, Grey’s Anatomy etc. What they have in common is being able to connect with viewers beyond just the hour-long episode and become integrated into viewers’ lifestyle. For example, there is a reason that people have “Glee” and “American Idol” watching parties with their friends and families every week, and that teenagers have started using the slang from TV shows like Jersey Shore and Keeping up with the Kardashians. For unidentifiable and intangible reasons, certain shows have the ability to transcend the boundary of the television screen, and really captivate viewers.

For my research study, I am interested in forming a case study about the TV show “Project Runway,” and exploring some of the issues it is having since being moved from Bravo to Lifetime. While Lifetime has promised to keep the show exactly the same, ratings have decreased and the once extremely popular TV show has lost the high viewing rate and praise that it once enjoyed. Some of the things that I am interested are: What factors have caused the show to go downhill?  Further, are there internal issues that can explain the general negative criticism (and even worse, apathy) regarding the show recently? Lastly, I want to learn what the show’s “it factors” were that made it such a success in the first place? How does television create a positive viewing experience?

For television, there are complicated issues when it comes to creating the most valuable customer experience, in the sense of keeping the viewer tuning in week after week. While they must constantly evolve to stay “exciting” in viewer’s minds, they also must not lose sight of the core “it factor” that made people like it in the first place. Basically, TV shows face the task of balancing new and old concepts at the same time to keep them addictive and interesting. Without making changes, TV shows face the threat of being labeled as fads, and their advertising dollars and high ratings are transient. While almost everyone remembers watching “Who Wants to be a Millionaire?” on ABC for a short period of time, people quickly became bored and moved on to other programs.

The reason that I chose Project Runway is because I want to learn about how television creates an “experience” for the viewer. While I could explore consumer goods or services, I think that the entertainment industry is different all together, as there is no traditional “consumer” and there is a distinct viewing experience. The entertainment industry is one of most competitive, and I would like to gain an understanding of what it takes to succeed in such a cut-throat environment. Combined with my interest in fashion, I feel as if Project Runway is a logical choice to center my case study around. After doing a bit of research online and reading entertainment blogs, the show definitely seems to have central issues focused around the fact of the “merry go round” of judges every week. The show lacks stability without its "dream team" of judges: Michael Kors and Nina Garcia. To add to the problem, the show is being filmed in LA instead of New York after being moved to Lifetime. The vibrant New York location was extremely important to the show’s success, and any regular Project Runway viewer & fashionista can tell you that LA is not quite of the same caliber as New York fashion wise. Some of the research that I have done is below:

Articles

http://notesoffthecuff.blogspot.com/2009/09/where-or-where-is-michael-kors-project.html

http://www.npr.org/blogs/monkeysee/2009/10/korsfree_project_runway_needs.html

http://www.nbclosangeles.com/around-town/fashion/Project-Runways-Truancy-Problem-64756272.html

Customer Service Experience

During the first couple of weeks as a freshman at SMU, the school would host fairs for the wide-eyed, timid freshman to find their place on campus and feel more comfortable in their new “home away from home.” The fairs essentially consisted of tables set up in a huge space that displayed posters with different club names and organizations written on them in sharpie and glitter pens. Wandering around one of these fairs, lost and confused, my friend and I stumbled upon a club that finally drew us in: Retail Club. Our first event as members of this club was the opportunity to attend a fashion show at Saks, held exclusively for SMU students, which displayed the latest winter trends. After the show, the guests were given $50 Saks gift cards to shop for merchandise that had not yet been seen by other customers.

For Saks, the connection was inevitable. The combination of over- privileged rich girls in a status-driven campus with the high-end Dallas shopping district is like peanut butter and jelly. Too good to pass up. Early on, Saks associates want to establish relationships with SMU students, turning them into regular customers. While I was always interested in clothes, up to that point, I was from a middle class family in Austin, Texas and thought high fashion was Dillards. The high-end retail experience was something totally unfamiliar to me. I think this is why the fashion show at Saks was such a meaningful customer experience for me.

SENSE:  The visual presentation of the event was one of its most compelling aspects, especially as a first-time attendee. The entire set-up screamed exclusivity. There was a small “runway,” surrounded by about 25 chairs on each side for the customers to sit. There were delicious refreshments available, as well as a waitstaff that offered wine, tea and coffee. Loud, booming music played in the background, and I remember thinking that this is what it would feel like to be rich. It was as if Saks had already thought of everything a customer would want, and if they hadn’t, they were willing to get it to make us comfortable. And the clothes! Never have I seen such composed women in structured, fashionable outfits. As each model strutted down the runway, I was even more impressed with each outfit, as well the small touches, like smoky eye makeup and floral-scented perfume.

FEEL: Saks as a brand has a huge objective to make the consumer’s life easier. The reason that people pay a premium to buy designer clothing is to feel a certain way in the clothes, whether it is more affluent, more beautiful, thinner, etc. In certain social circles in Dallas, it is important to look a certain way, and this is the exact consumer that Saks appeals to the most. More than just the outfit, they are selling a lifestyle, and the positive recognition from others is what keeps the consumer coming back for more

ACT: The purpose of act marketing is to influence customers’ lifestyles. Saks aims to have its clothing and access become a part of consumers’ lives. During the fashion show, associates would explain how to put outfits together, and explained how to put together outfits for different occasions. For example, to cater to the SMU student population, certain outfits were for “going out on the town,” while others were for a “casual lunch date.” Still, others were versatile and could be dressed up or dressed down, depending on your preference. Saks wants the consumer to purchase clothing pieces that become woven into their daily lives.

RELATE: The sales associates are the greatest “expro” when it comes to Saks ability to form a long-lasting relationship with a consumer, because the associates are the backbone of the business. For example, when trying on clothes, the associates would bring us other outfits that we may like based on what we had already chosen to try on. Additionally, they would actually provide truthful opinions as to what looked best and how to wear certain pieces. Each one of us was sent a “thank you” note after the event, and to my surprise, the associates even remembered what we had purchased! The associates combine all of the elements in sense to create an overall satisfying and uplifting experience for every consumer.

Overall, my first fashion show at Saks is something I will always remember as my first taste into high-end retail. I used the gift card to buy my first designer dress. Since then, I have been hooked!