Clozette pushes into TV business

Clozette and StarWorld, FOX International Channels’ female entertainment channel, have paired up to create an original short-form content production. The content, titled StyleSetter, is a two minute interstitial covering the latest fashion and beauty trends as well as the venues and events industry in Asia.The clips will air on StarWorld between TV programs throughout the day and on all of StarWorld social media platforms such as Facebook and YouTube. It will also be featured on Clozette’s website. Both parties will also work together on co-promotions such as contests and exclusive benefits for fans.“The series is designed to be versatile in its approach to engage audiences across multiple platforms with new, exciting content in creative and stylish ways,” Sun Young Moon, programming director for StarWorld across Hong Kong & Southeast Asia told Marketing.She added that with both StarWorld and Clozette’s established footprints in Asia and extensive knowledge of content consumption behavior across TV and digital platforms, the partnership “will be mutually beneficial to help both brands expand their presence across multiple platforms as well as add value to their respective fans.”Going forward, StarWorld will handle the content creation for the clips and Clozette will contribute through the recommendation of local and regional talents from amongst its network.“Clozette is the media partner of several marquee fashion events in the region which are potential sources of rich content for StyleSetter - which would bridge offline domains with regional online audiences,” said Roger Yuen (pictured), founder and chief executive of Clozette.“We see a rapid rise in the consumption of digital media on mobile devices and StyleSetter’s vignettes are perfect for the millennial generation who prefers digesting such visual and short-duration content on different screens,” he added.According to Yuen, the introduction of video content is a natural extension of Clozette’s brand.“This partnership with StarWorld unlocks a new milestone because Clozette’s product offering is primarily designed for hosting visual-centric content. By leveraging on StarWorld’s expertise to offer video content that is highly customized to Clozette’s users, richer fashion stories can be told and amplified,” Yuen added.This is an open partnership which initially runs across markets Malaysia, Singapore and Hong Kong. There are also talks for the collaboration to extend into partnerships with major fashion events in Asia.