September 21, 2005
Stewart’s poncho a hit with fans
LOS ANGELES (Hollywood Reporter) - Within 48 hours of
Martha Stewart and everyone on her new syndicated daytime show
"Martha" donning the now-famous poncho she wore upon her
release from prison, viewers placed more than $375,000 worth of
orders for the garment on http://www.Marthastewart.com,
according to Delivery Agent, the company that runs the
e-commerce section of the site.
Delivery Agent CEO Mike Fitzsimmons claimed the sale of
some 7,500 ponchos retailing for $49.99 apiece set the record
for the biggest integrated commerce campaign in television
history. Profits from the sales of the poncho will go to
charity, according to Marthastewart.com.