Life After Project Runway -- on the Web

As convenient as it is to connect with industry professionals online, Francis still prefers meeting them in person so she can better assess and develop a rapport with her collaborators.

Fresh from the recently wrapped fourth season, Kit Pistol is eager to capitalize on the buzz surrounding the show. She subtly pushed her brand throughout the season.

Currently a stylist for E! Entertainment, Kit Pistol wore a bow in her hair on every episode. "Each episode was essentially a commercial for the designers so I wanted to make the show work for me," she says. The signature look is from her line of hair accessories retailing at the upscale Fred Segal boutique and on her website. In selling her products directly to her fans, Kit not only gets to know her customer, she also has an easier time converting her accessory customers to private customers. But sales on her online store still do not compare with having a traditional retail presence, which is why her schedule is packed with in-store appearances to further boost her products’ profile. (She keeps track of her meet-and-greets through her blog.)

Since his elimination from the show in 2006, Vosovic has been blogging for both BravoTV.com and OutzoneTV, as well as his personal blog on MySpace. From dissecting the latest trends to dishing on the latest Project Runway episode, his posts read like a knowledgeable yet approachable friend. His blogging efforts -- not his designing efforts -- prompted art book publisher Watson-Guptill to tap the designer to write Fashion Inside Out: From Inspiration to Runway and Beyond. This book will offer a behind-the-scenes look at how Vosovic’s first collection will evolve from conception to customer.

As much as he enjoys expressing himself through blogs, the designer says he has found it tricky to promote his work online. "Blogging on a regular basis is definitely time consuming. I also have a feeling that my fans care more about my personality than my work," he says.

A designer who could benefit from revealing her personality online, Hong was the designer that viewers loved to hate on Season Four. Up until a month ago, she expressed ambivalence about using tools like MySpace to extend her brand. Now she's regularly blogging on her own recently relaunched website.

With her collection already featured at the Lori Schwarz Showroom in New York, Hong is still flooded with e-mails from fans looking to purchase her designs. To meet demand, the designer will be offering her Spring 2008 pieces directly to customers through an upcoming online store. Yet, the designer believes in building her business the old fashioned way, by meeting people at events, creating runway shows, and establishing presence in showrooms. Her online branding efforts are just an extension of how she uses traditional methods.

Obtaining exposure for any fashion designer can be challenging, even for Project Runway alums. The trick is maintaining brand recognition once your name is no longer on the little screen. After all, "The fashion industry operates in such a way that it is very difficult for people to be successful, so it is up to emerging designers like myself to create non-traditional avenues to enter the market," Griffin explains. Demirjian agrees that maintaining an online presence is essential for up-and-comers, but she cautions that going digital is not a replacement for becoming established the old school way -- attending tradeshows and showing in showrooms.