Hands up who only started noticing Manolo Blahnik and Jimmy Choo after watching one too many episodes of Sex and the City?

It may have seemed incongruous at the time, but product placement in the US is a multi-million dollar concept.

Now the UK ban on product placement is expected to be lifted; which could change the fashion retail environment in the country immeasurably.

While this has caused controversy, there’s no denying that in the recession, money needs to be made.

Retailers who feature on TV will no doubt see rising sales and increased brand awareness. An opportunity for an extra marketing channel is great news.

It’s also a fantastic break for young designers – Gossip Girl recently used up-and-coming Alexandra Vidal’s collection, which led to huge press attention and stars clamouring to get hold of her pieces.

Imagine watching X-Factor and seeing Cheryl Cole in a gorgeous designer dress that could be yours in a matter of minutes just by clicking online.

This really could be the way forward for fashion retail.

By Nicola Paul