The Netflix series “Emily in Paris,” which debuted in May of 2021, didn’t exactly start off on the right foot. Panned by critics and viewers, its Rotten Tomatoes average audience score of 47 seemed to reflect the social media banter over the “infuriating” naivete of the main character and uninspiring plot.
Nevertheless, the show was nominated for two Emmys and two Golden Globe awards. Netflix picked it up for a second season. Apparently, “Emily in Paris” is that show 58 million U.S. households love to hate — they faithfully tune in every week to gossip about how much more annoying this American [Millennial] in Paris has become.
Something that apparently isn’t grating on the show’s viewers, however, is Emily’s wardrobe.
Many viewers obsess over what she and her friends wear. And anyone who wants to channel a little Emily-living-in-Paris-wearing-French-girl-clothes can visit wornontv.com and buy what they see in any given episode. This on-trend Blu Caban Jacket Roberta by Rianna + Nina, as worn by Emily in the French Revolution episode, can be had for €1,960 right here. One can also buy the rest of the ensemble — her handbag and shoes — from retailers listed on that same page.
Viewers have to be pretty committed to do that, though.
A would-be shopper has to remember what Emily and/or her costars wore, then go to a separate site to discover whether that item can be purchased — assuming she knows there even is a site. Once there, she has to click on the page with all of the “Emily in Paris” wardrobe stuff, then scroll to find what caught her eye. If she is successful, it’s another click to the merchant page to buy the item, provided it’s available in the size needed.
Talk about friction.
In an eCommerce world that’s all about conversion, the steppingstones of multiple sites and clicks mean plenty of opportunity for cart abandonment — if consumers even get that far.