Jennifer

This line is launching in May on QVC. I read in the Wall street Journal that she is also doing ipod covers for Target. Part of her prize on the show was winning representation by Designers Management Agency, which seems to be very aggressive in finding deals and collaborations between designers and retailers. I think part of the allure in designers doing QVC deals is the duration of the event. its also a quick money-maker. The warehouse can be full and completely sold out within an hour. there's also not a lot of advertising that needs to be spent in these deals.

excerpt from wwd and images from fashiontribes.typepad.com

Designer News. From the Runway to QVC? Winner Chloe Dao Partners With QVC.
Not exactly what you expected to hear, right? The winner of "Project Run­way," season two, hopes to make the leap from small designer to mass marketing dominator in May when she debuts her 'Simply Chloe Dao' line on QVC.

Part of Dao's prize for winning "Project Runway" was a year of representation by Designers Management Agency, which approached QVC about a collaboration. "QVC liked the idea of working with me because they are trying to reach the younger market, and 'Project Runway' does have a huge following in the younger generation," said Dao, 34.

The line of moderately priced tops, dresses and pants will sell for about $30 for a T-shirt to as much as $75 for a dress.

In addition to the QVC partnership and her business in Texas, Dao is doing a line with Varsity Spirits and is working with LensCrafters to do an eyewear fashion show with Tim Gunn.

"The main reason I did QVC is to let more people see my work and to help Middle America be better dressed," Dao said. Amen to that! But, QVC? Whatever it takes.

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