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Will Simon Fuller’s get 22m viewers?

Sojin Lee, ex Net-A-Porter, has been quoted as saying the soon to be launched website (which received a glowing review by Amy Tipper-Hale) can “potentially attract 22m visitors” [Brand Republic].

Simon, the man behind our favourite talent shows on both sides of the Atlantic, is said to be looking at new forms of entertainment that will impact the mass market.

From what I’ve seen of the video on the beta Fashionair website it’s far from mass market – which, on the surface, makes that 22m figure seem challenging.

If they want to compete with’s video offering they’re going the right way.

But if they want to appeal to “everywoman”, the mass market viewer that Fuller apparently hopes to impact, it’s a long way off.

I admire Simon Fuller as an entrepreneur, and apart from his partnership with Roland Mouret – which operates as a separate company - he’s always seemed to focus on developing brands with wide commercial appeal.

I suppose, because of that, I’m surprised he has developed Fashionair as an upmarket offering.

I’m crossing everything very tightly that the revenue model for this website is not dependant on affiliate commissions.

Whatever happens, Simon Cowell and Philip Green will be watching very closely.

What do you think of

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Readers' comments (5)

  • I think you have a have a good point about attracting that many visitors - but maybe he has a huge advertising budget or maybe he is hoping hs name alone will attract visitors just for a look

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    Not sure if it will get 22m, its hard work with an online store has been live for a few weeks and we are still trying to get near no1 on google. It takes time but with the right stock and marketing anything could happen.

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  • Anonymous

    I really like this site because it is fast-paced and different - have been on it a few times and it can become very addictive! 22m visitors Im not sure about but I think it will appeal to a wide audience - especially with the shopping element included.

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  • Don't think this is too challenging a target by any means?

    I imagine Fashionair has a marketing/advertising war-chest that would put many brands to shame and with some good SEO and tech wizardry it would be a very achievable target.

    Site sounds awesome, cannot wait to see it.

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  • i really wanted to love fashionair but i found the site surprisingly hard to navigate - it takes more time to find an interesting-sounding clip to watch than it does to view it! there didn't seem to be a clear target audience. some videos, e.g. erin featherstone's paris, seemed very teen-oriented while the "how to dress" clips were way more grown up.

    also i thought the content was not that great, largely due to poor editing. i can imagine editors thinking "let's do something with thakoon - that'll be great" without focusing on how to make a great thakoon clip. love thakoon, but his flat is boring!similarly, i don't know how it's possible to do a dull video about julia restoin-roitfeld's wardrobe, but they managed it!!

    i find the canadian or indeed the new york times' style videos to be higher quality content. a great concept does not always result in great content alas.

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