Product Placements in “Emily in Paris”: Vestiaire Collective, Lidl, and Google in Season 4

Introduction

Netflix’s “Emily in Paris” has taken brand collaborations to new heights in its fourth season, with companies involved in the writing process for placements worth half a million euros or more. For brands, it’s a lucrative opportunity to reach a global audience with their products.

Product Placements in Season 4

Season 4 features prominent placements for brands like Vestiaire Collective, Ami, Jacquemus, LVMH, Samsung, Lidl, and Google. Vestiaire Collective, a luxury secondhand fashion platform, received a dedicated scene where Mindy sells her designer wardrobe. Google Lens technology allows viewers to purchase items worn by the characters directly from the screen.

Brand Involvement in the Writing Process

Unlike traditional product placements, brands are now involved in the writing process for “Emily in Paris.” This allows them to influence storylines and integrate their products seamlessly. According to Netflix, this collaboration has reached a new level, as French advertising regulations do not apply to streaming platforms.

The Role of Costumes

Emily’s extravagant outfits, designed by Marilyn Fitoussi, have also become a marketing success. Brands reach out to Fitoussi to feature their products and reach a younger audience. While Fitoussi does not accept payment for these placements, she acknowledges that they have helped boost the visibility of the show’s fashion.

Fan Reaction

Despite the overt product placement, “Emily in Paris” fans do not seem to mind. They appreciate the consumption and lifestyle aspects of the show, rather than the storyline. Critics, however, have noted the excessive branding and questioned the authenticity of the characters and their interactions.

Conclusion

“Emily in Paris” has revolutionized the way brands engage with audiences through streaming platforms. The collaboration between Netflix and companies has created lucrative opportunities for both parties and has effectively turned the show into an immersive shopping experience.