WME/IMG is adopting a unique approach to launch its new ad-supported video brand, Made2Measure (M2M), a digital fashion network. Instead of seeking the widest possible distribution immediately, M2M is debuting exclusively on Apple TV. This strategic move, launching on Tuesday, highlights a calculated approach to brand building within the competitive digital content landscape, specifically targeting the fashion-conscious audience.
The primary objective for WME/IMG, as it expands its content creation, is not immediate revenue generation from M2M, its inaugural over-the-top (OTT) service. Initially, the focus is on cultivating buzz and establishing a strong brand identity within the fashion world. Advertising and sponsorship opportunities are anticipated to follow as the network gains traction and attracts a dedicated viewership. This phased rollout emphasizes long-term growth and brand resonance over quick financial returns in the niche market of fashion-focused digital media.
Apple TV, while possessing a smaller U.S. user base compared to Roku, and having been surpassed in sales by Google Chromecast and Amazon Fire TV in 2014, offers a distinct advantage. The Apple brand itself brings an aspirational and sophisticated image that perfectly aligns with Made2Measure’s target demographic: affluent fashion enthusiasts and style-conscious viewers. This association with Apple enhances M2M’s perceived value and appeal within the luxury and fashion sectors. The upcoming generation of Apple TV, priced at $149 and slated for release in late October, further underscores Apple’s commitment to the digital media space and its potential to host premium fashion content like M2M.
Mark Shapiro, WME/IMG’s chief content officer, emphasizes the strategic partnership with Apple, stating, “I’d be hard pressed to tell you about a better marketing partner (than Apple).” He highlights M2M as the first network to launch exclusively on Apple TV, underscoring the significance of this exclusive debut for reaching a targeted, high-value audience interested in fashion and lifestyle content.
M2M’s exclusivity on Apple TV is planned to extend through at least the end of 2015, according to Shapiro. Following this initial phase, the network is set to broaden its accessibility to additional platforms, including its own online portal, m2m.tv, starting in 2016. This expansion strategy suggests a measured approach to growth, first solidifying its brand and audience on a premium platform before wider distribution.
For WME/IMG, M2M represents a significant step in their expanding content production portfolio. Building on their recent collaboration with Turner Broadcasting to establish an eSports league for TBS, M2M further diversifies their media offerings. This move into fashion-centric digital content leverages WME/IMG’s existing strengths and industry connections.
Shapiro describes M2M as a “natural extension of our business,” highlighting WME/IMG’s operation of a leading modeling agency and their involvement in organizing Fashion Week events across 13 global cities, including fashion capitals like New York, London, and Milan. This deep-rooted presence in the fashion industry provides M2M with unparalleled access to talent, trends, and industry insights, enriching its content and authenticity.
The network is poised to attract significant advertising interest, drawing upon the established relationships WME/IMG has cultivated through events like New York Fashion Week, whose sponsors include major brands such as Maybelline, Lexus, and Intel. Shapiro anticipates these existing sponsors, and others within the fashion and luxury sectors, will be highly interested in advertising opportunities within M2M’s programming.
M2M’s content lineup is designed to be comprehensive and engaging, featuring original digital series and films, fashion news updates, classic fashion films and documentaries, and exclusive runway show coverage. This diverse range of content aims to cater to a broad spectrum of fashion interests, from high-end couture to emerging trends and iconic figures.
At its launch, M2M boasts six original series, including “Iconic,” which delves into the lives and legacies of influential figures in fashion, such as the iconic Italian actor Marcello Mastroianni and the legendary House of Balenciaga. Another key series is “Tea at the Beatrice,” an interview program hosted by Glenn O’Brien, featuring conversations with prominent personalities like Gisele, Proenza Schouler, and Richard Prince. These initial offerings demonstrate M2M’s commitment to high-quality, in-depth fashion storytelling.
Shapiro emphasizes M2M’s broad perspective on fashion, stating, “M2M will showcase fashion from all angles.” He acknowledges the wealth of compelling narratives within the fashion industry, but also points out the scarcity of “premium video programming that’s authentic, modern and thought-provoking.” M2M aims to fill this gap by providing sophisticated, insightful, and visually rich content for the discerning fashion viewer.
Further enriching its content library, M2M will feature “M2M Films,” a long-form documentary series profiling haute-couture icons and established brands. The inaugural film in this series, “Battle of Versailles,” will commemorate the legendary 1973 fashion showdown between leading American and French designers. This commitment to documentary filmmaking further positions M2M as a platform for serious fashion discourse and historical exploration.
Susan Hootstein leads M2M as executive producer and director of programming. Prior to joining WME/IMG, she spearheaded the launch of i-D’s video channel in collaboration with Vice Media’s London office, bringing valuable experience in digital video content creation and strategy. Jonathan Dube, GM of digital content for WME/IMG, is overseeing the overall strategy and development of new digital media ventures, including Made2Measure, bringing his expertise to guide M2M’s growth and evolution in the digital fashion media landscape.
