Mob Ties and Cement Shoes : New York City

http://www.tufts.edu/communications/stories/042403MobTies.htm

Beginning in May, Richard Oren and HBO properties will unveil a new “Sopranos” clothing line designed to tap into the huge popularity of the hit show. “The ‘Sopranos’ menswear line will hit Macy’s in mid-May, beginning with an ‘Executive’ neckwear collection and followed by ‘Bada Bing’ ties, named after the show’s strip club,” reported The Boston Globe. “It’s not about trying to replicate what people see on the show or to dress like Tony [Soprano] or the other characters,” the Tufts graduate (Richard Oren) told the Globe. “It’s trying to capture the essence of the brand and bring it to the menswear category. They’re not exact replicas.” HBO struck a deal with Zanzara International, a Florida-based men’s apparel company, to license their Sopranos clothing line. This is just the most recent series of products based on the HBO series. Richard Oren says he will market strictly clothing, and remain separate from the other products already produced from the show, such as cigars and cookbooks.

I believe that marketing a clothing-line based on the popular television series, the Sopranos, has its ups and downs. The show is popular, with over 10 million viewers, which already creates a large market, but the popularity of the show has decreased and might be a sign that the clothing line will initially do well, but might drop off very quickly. It’s always risky basing any product on a television show or popular cultural icon because these types of items are often fads, which can disappear quickly. The show is popular and well-known, but viewers have decreased in recent weeks and this season is the last season for the show. These factors only add to the skepticism of how well the clothing line will do in the long run. The actors on the Sopranos are often depicted as classy fashion icons, due to the clothing they wear, and the high popularity that surrounds the show, thus enabling the actors to appear in fashion magazines, such as Maxim, and other popular venues. Overall, any product based on a television series is risky, but there is a possibility for success due to the reputation of the show.

By Eric Nusbaum

Article #4- 04/15/07