topic Re: What will change in the 2025 rebrand? in Q Talk

What will change in the 2025 rebrand?

lindseyrose — Sun, 05 Jan 2025 13:43:27 GMT

I have read the parent company is changing from Qurate to QVC group. Is this a last ditch effort to fix the company? I would figure they would rename it HSN group as they seem to be the stronger channel, and have a bigger audience as they are not tied down to the 50+ demo.

From what I can tell from statements, They will be leaning harder into social media and expand their plus app to all networks like netflix, tiktok and so on. But their Q50 demo doesn't really use tiktok or streaming, they are cable watchers. Unless in the future QVC/HSN will leave cable and only be on streaming.

Apart the corporate side, will anything change on the channel? I don't see them bringing in any new brands except celebs. They are only focused on house brands. And since they are tied down to the 50+ demo, all fashion will still be pajamas. Food and kitchen is their number one seller, so I don't see that going away, if anything it will expand. Along with more vacuums/bedding on weekends.

The only change I can possibly see is the mixing of the channels and cross branding. Like Susan Graver on HSN, and Iman on QVC. Most guests are on skype so It wouldn't be that big a hassle. But that would interfere with their demos. Unless they plan to phase out Q50. Or possibly mixing/sharing warehouses to allow faster shipping.

So will this big change mean anything for us shoppers, will we see any differences on TV like new sets or new brands. I want to see more variety, or at least break up the day better. Three hour stretches of one vendor is too much. And I want to see them focus on the products again. Nowadays the focus is on the hosts and their lives. I don't want to watch a soap opera, or holiday movies. Get rid of double hosts too. And maybe put more money into production so guests can be in studio instead of skype, the audio is still really bad at times. Or is this change all on the corporate side?

Re: What will change in the 2025 rebrand?

CalminHeart — Sun, 05 Jan 2025 13:50:34 GMT

Most likely, there is some change in the paperwork and how the corporation is filed with the feds and states that reduces taxes or benefits Q in some other way.

I would put money on it not doing anything for customers.

Re: What will change in the 2025 rebrand?

DebNYC31 — Sun, 05 Jan 2025 14:00:56 GMT

Hopefully no more shows for over 50 & fabulous or menopause mondays....that branding is not going to keep this company going.

Re: What will change in the 2025 rebrand?

They CallMe MRWILKES — Sun, 05 Jan 2025 14:37:12 GMT

The next steps in the ongoing evolution and transformation to an online website augmented by growing social media and streaming programs. The newest of the new hosts are well suited to these formats.

Cable viewership is declining rapidly and the televised broadcasts will inevitably, eventually be gone. The expense is unsustainable as viewers drop. More and more shoppers have turned to the website/app rather than watch. It's mentioned here almost daily.

Re: What will change in the 2025 rebrand?

Still Raining — Sun, 05 Jan 2025 14:11:04 GMT

Just more blah, blah, blah. Maybe to fool some with a change in stock name?

This was published:

“Through our new Growth Strategy, we will purposefully intensify our already successful efforts in social and streaming to reach fast-growing audiences,” Rawlinson said. “Our winning edge lies in our differentiated live content production, fit-for-purpose retail model, and holistic content distribution.”

I can't even......

Re: What will change in the 2025 rebrand?

Dennieee — Sun, 05 Jan 2025 14:16:28 GMT

I do think that a mix of the channels will happen. HSN has recently started having national brands that were previously only seen on QVC. Yes, it would be interesting if they also did a crossover of their house brands too.

Re: What will change in the 2025 rebrand?

Effie54 — Sun, 05 Jan 2025 14:39:41 GMT

Some of the clothing lines are tired and need a rebrand. Back in the day we had Dialogue, Denim & Co. (which had much nicer clothing), Nina Leonard, Bob Mackie, GILI, and others. Much nicer clothing for a better price point.

Re: What will change in the 2025 rebrand?

amyb — Sun, 05 Jan 2025 14:42:34 GMT

Interesting...one aspect I wonder about, though I assume they've done the real research to derive the 50+ viewers' habits....but in my own life I see many 50, 60 and 70+ people I know all have ditched cable for streaming.

I think of more 70+-90 to be attached to cable and not learning a new technology for their tv viewing.

I just don't find 50+ averse to changing to streaming and ditching cable at all. Anyway...I didn't finish reading the article you posted yet. Had no idea Qurate was changing.

Another thing I don't know the actual numbers and demographics of, just my impression, but I always think of

QVC as the "Bigger dog" in the QVC/HSN race. Just more aspects of it, more "entertainment", more elaborate sets, more of all of it to me. They seem to have always been the leader in that aspect...the more "glamorous", high end production of the two channels.

I started watching QVC in my early 40's up to now 67, from my mom, who was 71 then. Like QVC, my watching habits and shopping habits and social media and streaming habits have evolved and kept up.

I've been on TikTok and viewed some things out of interest only a few times. I know how to use it. I just don't want or feel any need for one more virtual time sucker in what life I have left...rather get out in nature more! So no intention of making an account with it. I have Twitter/X but never use it anymore. But all to say...I've evolved and changed as the channel has too. I don't have cable or keep Q on in the background as I used to. I will tune in online occasionally to live viewing, or have it on while doing chores, or I'll look for a particular show I missed on Facebook.

We'll see how Q evolves with these changes...

Re: What will change in the 2025 rebrand?

Franklinbell — Sun, 05 Jan 2025 14:44:01 GMT

This should be interesting! With cable declining I think major changes are coming. Buckle up!

Re: What will change in the 2025 rebrand?

amyb — Sun, 05 Jan 2025 14:45:26 GMT

@They CallMe MRWILKES wrote:
The next steps in the ongoing evolution and transformation to an online website augmented by growing social media and streaming programs. The newest of the new hosts are well suited to these formats.

Cable viewership is declining rapidly and the televised broadcasts will inevitably, eventually be gone. The expense is unsustainable as viewers drop. More and more shoppers have turned to the website/app rather than watch. It's mentioned here almost daily.

Agreed.

Re: What will change in the 2025 rebrand?

ajsidney12 — Sun, 05 Jan 2025 15:20:08 GMT

HSN and Q already share a number of brands:Clarks, Tarte, KitchenAid, PopIt/Origami, CuddlDuds/ComfortCode, Bissell, Shark, TooFaced, Benefit, to name a few. I am not sure it makes a difference on sales, but maybe in their buying power.

As someone else posted, I think they are just changing the name for stock reasons, taxes, or financial filing reasons, etc. A name update, imo, usually means nothing to the shopper unless they were being bought out, buying another company, or something like that.

Realistically, I don't think anyone should expect savings or cost cuts that trickle down to the consumer. All of these initiatives cost money. All of their celebrity guests or hosts are not doing this for free. Even if it is streaming programming, they are taking a salary.

Re: What will change in the 2025 rebrand?

Caaareful Shopper — Sun, 05 Jan 2025 15:28:18 GMT

@amyb wrote:
Interesting...one aspect I wonder about, though I assume they've done the real research to derive the 50+ viewers' habits....but in my own life I see many 50, 60 and 70+ people I know all have ditched cable for streaming.
I think of more 70+-90 to be attached to cable and not learning a new technology for their tv viewing.

I just don't find 50+ averse to changing to streaming and ditching cable at all. Anyway...I didn't finish reading the article you posted yet. Had no idea Qurate was changing.

Another thing I don't know the actual numbers and demographics of, just my impression, but I always think of
QVC as the "Bigger dog" in the QVC/HSN race. Just more aspects of it, more "entertainment", more elaborate sets, more of all of it to me. They seem to have always been the leader in that aspect...the more "glamorous", high end production of the two channels.

I started watching QVC in my early 40's up to now 67, from my mom, who was 71 then. Like QVC, my watching habits and shopping habits and social media and streaming habits have evolved and kept up.

I've been on TikTok and viewed some things out of interest only a few times. I know how to use it. I just don't want or feel any need for one more virtual time sucker in what life I have left...rather get out in nature more! So no intention of making an account with it. I have Twitter/X but never use it anymore. But all to say...I've evolved and changed as the channel has too. I don't have cable or keep Q on in the background as I used to. I will tune in online occasionally to live viewing, or have it on while doing chores, or I'll look for a particular show I missed on Facebook.

We'll see how Q evolves with these changes...

@amyb I think you make some excellent points.

Qurate has posted in recent financial report presentations that their best customer is in her early 60's. I do believe that age group for the most part is quite comfortable with social media and already uses it for retail shopping, entertainment, and learning (i.e., Masterclass, etc.).

I'm 63 and cut the cable cord over 10 years ago, so I welcome QVC/HSN delving further into social media retail strategies. I already make a lot of purchases on their app, website, and streaming channel using the item QR code.

But for some, change is scary and defiantly a non-starter. Can QVC bring those shoppers along?

Or, attract the already very savvy, non-QVC, social media shopper. Many see QVC as the TV shopping channel dinosaur at the butt of many late night TV jokes & satire.

Along with products and pricing, image is everything. I honestly don't know how they can compete by pushing that whole Age of Possibility and Menopause Monday campaign. The new hires are at direct contrast to all that.

Re: What will change in the 2025 rebrand?

amyb — Sun, 05 Jan 2025 15:50:03 GMT

@Caaareful Shopper So true all you've said...it's like QVC has been "talking out both sides it's mouth" for decades now. lol. Trying to attract the younger viewer, while promoting 50+, understandably, thinking that's their key demo. Although...it was a complete turnoff to me...I just find all that 50+ women empowering contrived and not interesting in the least to me. I'm not against female anything empowerment etc just the contrivance of all the "rah-rah" I am 50+ woman hear me roar...now sell me more oversized comfy clothes please!! Lol.

And image, image, image.....I've tried to analyze this, as marketing has always interested me...for the two decades I've watched this channel. Why younger people I know will compliment whatever on me...clothing, a product in my home, makeup, a name brand product (Vitamix, Bose, Kingsmith Walking Pad) they'd buy off Amazon, without blinking....YET they hear I got in on QVC and inevitably the "giggle" and snide remarks would come...and the assumption you fit the "type" to buy off home shopping...ie. "you're addicted" "sitting home zoned out by the tv and on the phone ordering chotchkes in the middle of the night." I know...that stereotype had/has some truth to it...but even that has changed over time I believe. Those types exist shopping off Amazon too.

So, bless QVC's retail heart...they have tried and tried to re-message, and I wish them well in their efforts. For all their faults discussed here, and unfortunately their changes in Customer Service, which they were stellar in (heck its in the name!!) back in the day, they have had many good points over the decades. They're an interesting company to me. And not a laughing stock. It's ignorance and habit that make younger generations turn their nose up. I just am more open minded, I think than that...I've always shopped all kinds of ways, and don't quite understand the "old stigma" attached to this platform, yet it does lend itself to some funny bits for the "stereotype."

Also...QVC STILL is the BEST at demonstrating product.

Amazon sux at it. But then...they compete sometimes in pricing...not always better but...even WHEN I may buy off Amazon to get better pricing and free shipping...I still watch and learn about the product off QVC.

Re: What will change in the 2025 rebrand?

Caaareful Shopper — Sun, 05 Jan 2025 15:47:55 GMT

@amyb wrote:
@Caaareful Shopper So true all you've said...it's like QVC has been "talking out both sides it's mouth" for decades now. lol. Trying to attract the younger viewer, while promoting 50+, understandably, thinking that's their key demo. Although...it was a complete turnoff to me...I just find all that 50+ women empowering contrived and not interesting in the least to me. I'm not against female anything empowerment etc just the contrivance of all the "rah-rah" I am 50+ woman hear me roar...now sell me more oversized comfy clothes please!! Lol.

And image, image, image.....I've tried to analyze this, as marketing has always interested me...for the two decades I've watched this channel. Why younger people I know will compliment whatever on me...clothing, a product in my home, makeup, a name brand product (Vitamix, Bose, Kingsmith Walking Pad) they'd buy off Amazon, without blinking....YET they hear I got in on QVC and inevitably the "giggle" and snide remarks would come...and the assumption you fit the "type" to buy off home shopping...ie. "you're addicted" "sitting home zoned out by the tv and on the phone ordering chotchkes in the middle of the night." I know...that stereotype had/has some truth to it...but even that has changed over time I believe. Those types exist shopping off Amazon too.

So, bless QVC's retail heart...they have tried and tried to re-message, and I wish them well in their efforts. For all their faults discussed here, and unfortunately their changes in Customer Service, which they were stellar in (heck its in the name!!) back in the day, they have had many good points over the decades. They're an interesting company to me. And not a laughing stock. It's ignorance and habit that make younger generations turn their nose up. I just am more open minded, I think than that...I've always shopped all kinds of ways, and don't quite understand the "old stigma" attached to this platform, yet it does lend itself to some funny bits for the "stereotype."

@amyb I agree 100%

Re: What will change in the 2025 rebrand?

Sooner — Sun, 05 Jan 2025 15:53:23 GMT

Any change they have attempted has just made their product and host choices worse. They are aiming for the buyers and the image they want to be rather than what sells.

You see a lot of companies sink trying to be what they want to be, not what works for them. Big ideas, small minds.

Re: What will change in the 2025 rebrand?

They CallMe MRWILKES — Sun, 05 Jan 2025 15:55:32 GMT

Rawlinson may very well be on his way out, so here's your opening to get your candidates in.

Re: What will change in the 2025 rebrand?

geezerette — Sun, 05 Jan 2025 15:59:38 GMT

@They CallMe MRWILKES wrote:
Rawlinson may very well be on his way out, so here's your opening to get your candidates in.

Maybe this is the job Jennifer Coffey has been hinting around about after her host stint!😉

Re: What will change in the 2025 rebrand?

rockygems123 — Sun, 05 Jan 2025 16:02:33 GMT

@Sooner wrote:
Any change they have attempted has just made their product and host choices worse. They are aiming for the buyers and the image they want to be rather than what sells.

You see a lot of companies sink trying to be what they want to be, not what works for them. Big ideas, small minds.

@Sooner

Similar to what happened to KMart. They sourced bargain merchandise not purchasing what the customer wanted and what was selling.

Walmart didn't / doesn't do that and look at the difference between the 2 companies.

Re: What will change in the 2025 rebrand?

Etoile308 — Sun, 05 Jan 2025 16:33:10 GMT

I haven't had cable for over thirty years. I've had the ability to watch QVC, HSN and other shopping channels simply by using an antenna on my television. I don't see over the air broadcasting going away.

To me, aside from the entire concept of "entertaining" host and the misuse of multiple host per show, QVC is missing the mark with the products offered.

They use to carry unique items. Things you hadn't seen elsewhere. Now with the internet that's lessened their ability to find somethings not found elsewhere. So they need to find unique configurations, colors, exclusive until, and bundles to make them competitive over other retailers.

They need more products and shorter presentations. I realize that means more inventory unless they work with vendors. Their buyers need to up their game. Celebrity's names attached...no thank you.

I think they have become dependent on their house brands. Yes, high profits...but only if they sell. How much colorfully decorated bakeware can one person own?

They need a loyalty program. That's practically become an industry standard. This company needs its loyal customers to survive. So how are they showing that? They aren't. And as a loyal customer it stings. I feel devalued. And I can shop elsewhere.

The social media, streaming options are needed for future success, but they don't mean squat if you have no means to support a future. Refocus on taking care of here and now. "

Re: What will change in the 2025 rebrand?

loriqvc — Sun, 05 Jan 2025 17:52:54 GMT

As a side note regarding the broadcasting of QVC, there really isn't much differentiation anymore in terms of over-the-air, cable, and streaming; any significant issues are on the corporate side and the decisions about how to distribute channels because customers have more options than ever for accessing QVC shows. For example, I currently watch (or record) the main channel through a streaming service and typically watch (or record) QVC2 through a personal DVR attached to an over-the-air antenna, or occasionally watch it on the Roku app. I never watch QVC shows on my phone. I know my experience/setup is pretty unique, but it just demonstrates the continuing wide range of access available to QVC viewers. Despite the naysayers, I think live QVC programming will be around for a long time.

The company definitely seems invested in its streaming app and the additional content it can offer there on a variety of platforms. That seems to be a fairly simple and quite modern way to reach and continue to engage more customers. I have only watched perhaps an hour or two of this "bonus content" in all the years it has been offered, but there are many people in the forums who watch a lot of it and come here to talk about it, so there are likely many other customers enjoying it as well. And as the company expands into more social media-focused shows, it is likely that current and new customers will also join them on other platforms.