Share
My name is Sushma and I’m anAmerica’s next top Model - aholic. Not content with getting my fix in other people’s houses, I have subscribed toSKYand can now overdose in the privacy of my own home.
It’s a highly addictive formula, with tears, drama, bitching and utterly ridiculous judges. Of course you have the Queen Bee, Tyra with her schmizing (that’s smiling with your eyes obviously), ‘noted’ fashion photographer, the smug Nigel Barker (who I don’t believe anyone had ‘noted’ before), comedy – gender hybrid (male?) catwalk coach, Miss J Alexander and then there’s our girl Twiggy, who (gawd bless her), comes across like someone’s mum who wandered in from the school run.
It’s a highly addictive formula, with tears, drama, bitching and utterly ridiculous judges. Of course you have the Queen Bee, Tyra with her schmizing (that’s smiling with your eyes obviously), ‘noted’ fashion photographer, the smug Nigel Barker (who I don’t believe anyone had ‘noted’ before), comedy – gender hybrid (male?) catwalk coach, Miss J Alexander and then there’s our girl Twiggy, who (gawd bless her), comes across like someone’s mum who wandered in from the school run.
ASOS are the key SS10 sponsor and, together with advertising agency Mother, have come up with a very amusing concept for the idents - real cats in a house, with voice overs mimicing the contestants in various bitch offs. The ten second idents, shown at the beginning, middle and end, are as hilarious as the show itself.
TV sponsorship is often cost prohibitive but not for ASOS, whose marketing budget increased by 4% last year to £4.1 million. Their strategy for this year is to increase UK market share and boost sales accordingly. The mass exposure to Next Top Model’s 18-34 female audience, coupled with the entertaining and engaging creative, is a marriage made in heaven. As Tyra would say they’ve committed to the concept and nailed it!
ASOS started out as ‘As Seen On Screen’. Perhaps their next step should be a return to roots - dress the models on the show and allow viewers to buy the ‘elimination’ outfits in a special ASOS / Next Top Model microsite. Meiow to that!
From The Creative Cut
Sushma Sagar is a fashion brand marketing specialist with over 10 years experience developing iconic brands.
Have your say
You must sign in to make a comment.