Watching “Emily in Paris”, whose season 3 was launched at the end of the year, is a bit like leafing through a fashion magazine or scrolling on Instagram: a moment of “relaxation” accompanied by a flood of ads that mingle with the content. The starting point was favorable: a young American arrives in Paris in a luxury marketing agency.
Today from
parisian real estate to hotels in the south of France, from chic restaurants in the capital to sandwiches at McDonald’s, from major clothing brands to young designers: “Emily in Paris” has become not only a phenomenon but a moving showcase.
After a stint on the show, sales and demand skyrocketed. The “media impact value” of Season 2 has already been
In this great teleshopping, there are the “chosen” brands or places that have been chosen spontaneously by the creative teams. And those who have paid for “their product placement”. Authorized since 2010 in France and announced at the start of episodes.
For example in season 3, our heroine, who works more for chic brands, has to help a fast-food company launch its “Mc Baguette”. Here we are on a product placement integrated into the scenario with the parallel launch of the “Menu Emily in Paris” at Mc Do! For 13.35 euros you will have the famous Mc Baguette, a drink, fries, and two macaroons. “So Frenchy”!
But the series is also thought almost “upstream” as a commercial space.
How does it translate?
The producer, Darren Star, was already behind “Sex and the City” the series which gave frenzied desires for overpriced shoes. There we find the same “gluttony” of the outfits “half dream half cheesy”, designed, as the stylist tells it, to “make young people who watch the series flash on their smartphone”. The leitmotif of the “Emily in Paris” style: you should never be bored.
As according to one study,
Emily’s wardrobe would cost $76,795 per year is double his supposed salary: no one can really buy the life of Emily in Paris.
In contrast to space
« Shop the scenes » from Netflix we will be able to afford products derived from the universe of the series.
A sweatshirt from the fake Champagne brand “Champere” which only exists in the world of Emily in Paris or pieces from the fake French designer “Pierre Cadault”, one of the clients of Emily’s agency. Pierre Cadault handbag, Pierre Cadault perfume, but also mug, suitcase, blanket, cushions. The series has therefore created its own marks.
Promising I quote to “redefine the entertainment business” Netflix had announced the color!
