From the "We couldn't make this up" file...
Heather is getting his own show on QVC called "Isaac Mizrahi Live!" WSJ has the details:"In December, Mr. Mizrahi will be selling those cheesecakes—along with his designs for everything from potpourri to furniture—on a new program on QVC airing eight hours a month to start, the company says. The show, called “Isaac Mizrahi Live!,” will be a significant departure from the standard sell of cable shopping channels. Part pitch, part reality television, it will follow Mr. Mizrahi around as he pitches items like a $200 handbag or $80 shoes while he engages in his other activities, riffs extemporaneously about his life and takes questions from callers.
QVC is erecting an expensive set within Mr. Mizrahi’s New York studio that can capture his day-to-day life in high-definition video, a first for the network. “Once in a while you make a calculated bet,” says Mike George, president and chief executive of the Liberty Media unit. QVC, which reported a 10% drop in first-quarter sales to $1.6 billion, says it aims to turn Mr. Mizrahi into one of its top five brands, like Philosophy or Bare Escentuals—brands the network says garner more than $100 million in annual sales apiece. Mr. Mizrahi will receive a percentage of sales as part of the arrangement.
Doug Howe, chief merchandising officer of QVC, says he was fascinated by the way Mr. Mizrahi spoke, leaping from tea patterns to sheets then rain boots. “We were just sitting there watching him talk, thinking, ‘My God! On air, you are going to resonate so strongly with our consumers!” Mr. Howe says."
It'd be easy to roll one's eyes and make jokes about it, but Heather ain't no fool. If it's successful, he'll stand to make a ton of money and if it isn't successful, who cares? It's not as if it's going to do any damage to his image. He's already established himself as a personality who'll do whatever strikes his fancy to make a buck.
[Image/Video: online.wsj.com]
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