topic Re: QVC's Target Demographic in Q Talk

QVC's Target Demographic

chessylady — Sat, 16 Aug 2014 01:18:28 GMT

Some have speculated that the target demographic is little old ladies, impulse buyers and shut-ins. This may be true for products like Denim and Company or Temptations. I think their main demographic is upper middle class and upper class women. These women have the means to buy $2,000 to $5,000 jewelry (or even higher), buy various electronic gadgets without comparison shopping and just because it is newer than what they have, and enjoy people like Lisa and Issac talking about the Hamptons and the money look. Yes, they shop at local boutiques and high-end department stores but they also get bored and order from QVC. For those of us who have shopped at QVC for a long time, the sticker shock for just ordinary T-shirts that run to $50 with shipping and tax is very real. What do you think is QVC's target demo?

Re: QVC's Target Demographic

stevieb — Sat, 16 Aug 2014 01:26:42 GMT

I honestly no longer have any idea. It seems that in recent years they've become the ultimate multiple personality, trying so hard to appeal to so many different niches that they are essentially not really appealing to any of them all that much.

Re: QVC's Target Demographic

Oneanddone — Sat, 16 Aug 2014 01:34:56 GMT

I think QVC's target demo is anyone who will buy from them.

Age doesn't matter.

Re: QVC's Target Demographic

Nancy Drew — Sat, 16 Aug 2014 01:36:38 GMT

QVC's target is people with money. Doesn't matter the age.

Re: QVC's Target Demographic

Nancy Drew — Sat, 16 Aug 2014 01:37:44 GMT

I read where HSN goes after the Walmarters and QVC goes after the Targeters.

Re: QVC's Target Demographic

brewhaha — Sat, 16 Aug 2014 01:38:32 GMT

That would be the demographic that can afford the S&H charges and measley discounts.

Re: QVC's Target Demographic

champagnepoodle — Sat, 16 Aug 2014 01:42:18 GMT

I think they target Kohls, Target, TJ Maxx customers.

Re: QVC's Target Demographic

Annabellethecat66 — Sat, 16 Aug 2014 01:43:47 GMT

Well I don't buy any clothes (just electronics and gadgets) from HSN and I don't shop at any department stores.

I buy a lot of clothes from QVC because I can't walk much through stores and I've never bought a piece of clothes from Target or Walmart.

I hate the shipping but see it as a necessary evil because QVC is easy to send back things that don't fit.

So I don't know where I fit into any of these scenarios.

Re: QVC's Target Demographic

Nancy Drew — Sat, 16 Aug 2014 01:57:28 GMT

For me it seems like they target upper end customers with the high end make up, skin care,food and home items. All that can be bought at discount store cheaper.

Re: QVC's Target Demographic

Sooner — Sat, 16 Aug 2014 02:06:48 GMT

On 8/15/2014 champagnepoodle said:
I think they target Kohls, Target, TJ Maxx customers.

I would agree. Expensive jewelry I would GUESS starts higher than $2,000 to $5,000.

Re: QVC's Target Demographic

scatcat — Sat, 16 Aug 2014 02:20:35 GMT

Is it people who can afford it or people who can fit the purchase on their credit card? Big difference

Re: QVC's Target Demographic

Nancy Drew — Sat, 16 Aug 2014 02:23:30 GMT

On 8/15/2014 scatcat said: Is it people who can afford it or people who can fit the purchase on their credit card? Big difference

They will take either. That is what easy pay is all about.

Re: QVC's Target Demographic

Daysdee — Sat, 16 Aug 2014 02:31:56 GMT

On 8/15/2014 stevieb said:
I honestly no longer have any idea. It seems that in recent years they've become the ultimate multiple personality, trying so hard to appeal to so many different niches that they are essentially not really appealing to any of them all that much.

I agree. I do think a lot of their items are for the older/elderly (I can say it--I'm in this group) and for those that cannot shop elsewhere. Those that do not do other online shopping (not computer savvy) or due to health reasons cannot shop the malls. Now with some of the younger hosts, I think they are trying to reel in the career ladies and also with some of the fashions like Belle Grey, LG, etc. Also, trying to appeal to "busy working Moms" with all the food fest shows , other "convenience" items, etc.

Re: QVC's Target Demographic

morning glory — Sat, 16 Aug 2014 02:41:05 GMT

I don't know many little old ladies who buy many clothes and shut in's would be a very small market. I would say working mom's are the main shoppers on QVC. They don't have the time to go to the malls if they are busy mom's or working mom's and shop online so they don't have to go out shopping.

Re: QVC's Target Demographic

Kachina624 — Sat, 16 Aug 2014 03:05:02 GMT

Anyone who would hang onto all that talk about "monied", Madison Avenue, and The Hamptons, is not upper class. That's the stuff the wannabes will listen to.

Re: QVC's Target Demographic

Madame Lorrraine — Sat, 16 Aug 2014 04:28:06 GMT

On 8/15/2014 brewhaha said:
That would be the demographic that can afford the S&H charges and measley discounts.

Re: QVC's Target Demographic

Desertdi — Sat, 16 Aug 2014 05:15:53 GMT

On 8/15/2014 kachina624 said: Anyone who would hang onto all that talk about "monied", Madison Avenue, and The Hamptons, is not upper class. That's the stuff the wannabes will listen to.

I confirm that

Re: QVC's Target Demographic

Dorothy11 — Sat, 16 Aug 2014 12:28:05 GMT

QVC is a very large retailer and I don't think they go after one demographic. There are also different demographics - age, income, regional, education level, gender, etc. Think about the demographics of the hosts.

There is a wide variety of products, just with clothes. Quacker Factory and D& Co. are designed to fit mid-larger size and probably mid-older women. G.I.L.I is trying to attract younger, thinner women who buy into the "elegance" of Lisa Robertson. the higher price range adds to the elegance factor.

Why are the TSVs always electronic or appliances on the weekends? More men are home to confrim the purchase.

Agree that talk of the Hamptons and money are targeted at people that don't go to the Hamptons or shop in designer stores.

The explosion of easy pay the past couple of years is targeting people who maybe can't pay up front for the items. The payments can pile up fast, especially for those that carry a balance on their credit cards. This reminds me of the theory that lotteries are a tax on people that can't do math.

Re: QVC's Target Demographic

gardensla — Sat, 16 Aug 2014 12:42:19 GMT

On 8/15/2014 brewhaha said:
That would be the demographic that can afford the S&H charges and measley discounts.

and she hits it on the nose once again! Hilarious.

Re: QVC's Target Demographic

cerb — Sat, 16 Aug 2014 14:51:54 GMT

On 8/16/2014 pas4116 said:
QVC is a very large retailer and I don't think they go after one demographic. There are also different demographics - age, income, regional, education level, gender, etc. Think about the demographics of the hosts.

There is a wide variety of products, just with clothes. Quacker Factory and D& Co. are designed to fit mid-larger size and probably mid-older women. G.I.L.I is trying to attract younger, thinner women who buy into the "elegance" of Lisa Robertson. the higher price range adds to the elegance factor.

Why are the TSVs always electronic or appliances on the weekends? More men are home to confrim the purchase.

Agree that talk of the Hamptons and money are targeted at people that don't go to the Hamptons or shop in designer stores.

The explosion of easy pay the past couple of years is targeting people who maybe can't pay up front for the items. The payments can pile up fast, especially for those that carry a balance on their credit cards. This reminds me of the theory that lotteries are a tax on people that can't do math.

I totally agree. Very logical response. I also have to add, that years ago Suze Orman used to take calls from viewers when she was on the air, and she got call after call after call from older women on fixed incomes who had racked up tons of debt on their credit cards - in part from shopping on QVC. Sometimes the callers would start crying. It was awkward, to say the least. After a year or two, they stopped taking the calls and Suze became a straight-forward vendor.