As a designer myself, I am interested in the viewership of the fashion shows available today.
Given the fragmented world of television we live in, I explored the top two fashion shows. Which show is better for fashion designers?
Viewership
"Project Runway" has the scale of television on its side. With 2.2 million viewers in 2019, Project Runway still dominated in viewership even without their previous hosts. Amazon Prime has not disclosed the viewership of "Making the Cut," and prioritizes monetary outcome of the garments that are produced.
Differences
“Project Runway” was designed to sell ad time. “Next In Fashion” was designed to sell Netflix subscriptions. “Making The Cut” was designed to sell Amazon Prime memberships and clothing. If you're considering being on any of these shows, know the goals.
Prizes
"Making the Cut" offers a brand the opportunity to mass produce and sell through Amazon, meanwhile "Project Runway" provides a cash prize, showing at NYFW and a feature in Elle Magazine. One may say "Project Runway" offers an instant prize that can quickly be fleeting while "Making the Cut" offers long term gain. It depends on which is the most valuable to you.
Interesting Facts
What's interesting about this is the Amazon "successful show" model. Based on simple math, Amazon ranks success by production cost + marketing cost divided by streams which equals cost per first stream. This might be the deciding fate of if "Making the Cut" makes the cut for a second season.
Amazon's main goal is video viewership converted to sales. Sales from "Making the Cut" appear to be selling out quickly, but it's a supply vs. demand issue. When a viewer wants the garment, it better be available. And they are not available.
Conversely, "Project Runway" is merely just good content to gain ad revenue.
Which is Better?
The answer lies within you. Which do you prefer, given the facts above? Do you believe a reality TV show will help your brand?