topic Re: Who Is QVCs Target Audience in Today's Special Value

Who Is QVCs Target Audience

Jordan2 — Mon, 07 Aug 2023 14:35:02 GMT

I don't know about you, but I find all of the clothing lines at QVC are too pricey. I would think their audience is your average Joe and Joanne and has to spend their money carefully. Anyone who is well to do I don't think is shopping here, they're shopping at more upscale reltailers. I'll buy a TSV in apparel if it's a good deal but that's pretty much it. Please no bashing me, I don't begrudge anyone who can afford these prices, but as for me I can't.

Re: Who Is QVCs Target Audience

rockygems123 — Mon, 07 Aug 2023 14:52:22 GMT

@Jordan2 I just posted the sentiment about wondering who QVC thinks is their target market regarding the D&C TSV. That was in regards to the long inseam on all sizes.

The pricing seems ok to me for Belle pants as to me they are worth it and even more so when finding as-is.

But that's about it for me, agreeing with you on value for clothes. Tee shirts for example are high priced on the Q. Costco and catching a good sale at Talbots are good value for me, priced well below the average Q tee shirt pricing. Happy with the quality of fabric and construction at Talbots. And their shoes - just purchased some leather shoes recently, great styles and colors, averaged less than $40 each.

Re: Who Is QVCs Target Audience

chrystaltree — Mon, 07 Aug 2023 15:07:39 GMT

I think when you talk about average salaries and average lifestyles, you have step away from your own situation. step away from your circle of friends and remember this is a huge country and not every or every part of the country is experiencing hard times. Most people are doing well. Unemployment is very low, employment is high and people ar using their credit cards. Maybe that's good, maybe it isn't but it shows that people are doing well. I'm thinking all the people shelling out $$$$$ to see Taylor Swift and Beyonce. $50 for a pair of jeans is no one's idea of expensive. I think QVC's customer is the average middle class family/individual with credit cards with lines of credit that allow them to shop. People who don't have to stop and think about what $50 will do to the family budget. In my circle "well to do" means rich. The people who can easily spend $600 for jeans and $2000 for their cashmere sweaters. They aren't shopping with QVC. I Think there is absolutely nothing wrong with not being able to afford things. We all have a budget, there's always something that we can't afford. Even millionaires can't afford all the things that billionaires have. In the 90s when we were raising kids and I was working part-time and we had money pit house, I watched HSN and QVC pretty much just to dream. I couldn't afford much. Maybe something every few months. I never thought that their prices were high. Never. I thought our income was too low to allow to what my late sister called recreational shopping. We'd get outfit ideas and look for similar pieces locally or from what we already had. I'm looking at a D&Co top now that I really like. I don't often wear prints but I love this one. I like it. I can afford it. But I'm not paying $59 plus s&h. Prices are indeed higher as we saw on fashion day. That just means I'll be putting more thoughts into what I buy and buying fewer things.

Re: Who Is QVCs Target Audience

They CallMe MRWILKES — Mon, 07 Aug 2023 15:16:15 GMT

Last week Qurate reported in its earnings release that existing customers purchased 30 items per year with a spend of $1500, so about $50 per item on average.

Re: Who Is QVCs Target Audience

Mindy D — Mon, 07 Aug 2023 15:17:08 GMT

Most of the items I see on QVC that interest me are only items that I like but don't love. Some are things I need for a particular purpose. If I see something I love I would pay full price for it.

Re: Who Is QVCs Target Audience

AuntG — Mon, 07 Aug 2023 15:18:17 GMT

Probably middle income women make up the average audience. I think the TSV jeans are priced fairly. I like that there are many sizes available. When I walk into Kohl's, I can almost guarantee the size I'm looking for won't be available.

Re: Who Is QVCs Target Audience

SportyShorty07 — Mon, 07 Aug 2023 15:34:44 GMT

@Jordan2 Some brands on QVC are definitely expensive for QVC- Barefoot Dreams and Lori Goldstein for instance come to mind. The jewelry is very expensive sometimes- I've seen presentations with hundreds of dollars a month on easy pays or even over a thousand a month easy pays for QVC's super fine jewelry. I've purchased some beautiful 14k gold/gemstone rings and earrings from QVC, but its because I wait for a really great sale or clearance price and 5 easy pays.

Re: Who Is QVCs Target Audience

haddon9 — Mon, 07 Aug 2023 15:43:04 GMT

I'm 69 we are both retired but have a nice monthly income. I won't spend money (thousands on a designer bag) but $60.00 for a pair of jeans or top just doesn't faze me if I really want it.

I'm also petite and so often B&M stores just don't offer long sleeved tops for shorter arms the way the Q does on many brands.

If you ask me how much an ear of corn is at my local farmer's market is I have no idea. (my brother just asked me this yesterday). If I want it I will buy it.

If it's something that I really want I will make the purchase. However I will also look around for a better deal online if I can.

I'm going to have work done on our foyer, hallway & hall bath starting next week. I had to purchase a few items like a chandelier and flush mount lights. By checking online I saved significant money for the exact same items by checking out different sites.

So who is the Q buyer? I would say someone in the 45 on up age range who can comfortably afford what they are offering.

Re: Who Is QVCs Target Audience

KBEANS — Mon, 07 Aug 2023 15:47:05 GMT

QVC's target audience are the customers that are already purchasing. I believe if they can keep their existing customers buying, and those customers talk them up to others there's their new target audience.

That's how I became a customer...the talking it up by an established customer. I have also brought in customers this way...without realizing I was doing it.

Re: Who Is QVCs Target Audience

Xivambala — Mon, 07 Aug 2023 15:48:45 GMT

The D&C TSV long inseams are a big turn-off as many others have already attested to. Perhaps it is assumed the purchasers of the pants will be in 3-4" heels. That seems to be the fashion statement the QVC hosts portray. Doesn't work in my world.

Re: Who Is QVCs Target Audience

elated — Mon, 07 Aug 2023 16:26:19 GMT

I think QVC is just winging it. I don't think they are doing well and their idea of coming up with new lines under D&C is not viable. Their new signature line has no signature. They don't bring in the quantities they use to. So items sell out quickly according to them.

For example, they kept saying that Belle by Kim Gravel TSV sold out but that was not the case. If you go online, the price went up a few dollars but they had three colors remaining in most sizes.

As far as pricing, most of their lines are priced at the higher end and are not selling. They have alot of inventory that has been reduced significantly. They are still making money with the reductions.

Most people are living paycheck to paycheck and are struggling to get by. The credit card debt has swelled and interest rates are high. So, even though their are some people that are doing well that is not the case for many.

I don't buy my clothing from the Q. I shop around and buy what fits my lifestyle and what is priced right for the garment I want.

Re: Who Is QVCs Target Audience

kaydee50 — Mon, 07 Aug 2023 16:01:42 GMT

I CAN afford QVC's prices but why?? I get more pleasure in getting "bang for the buck" then paying exhorbitant prices. For example, I just bought 2 tops and a fleece jacket from Blair. Equal in quality to any D&C items. Total cost $32.00 for the 3 items with free shipping.

I still feel many are "addicted" to QVC and just don't bother to comparison shop. And from what I read on these forums, many have above the average income of most Americans. JMHO!!!!

Re: Who Is QVCs Target Audience

We rescue cats — Mon, 07 Aug 2023 16:03:44 GMT

I've pretty much given up on their clothing lines, even the tried and true brands that I usually bought are no longer fitting properly nor are they of the quality I want and I'm not paying the shipping to get them and then to send them back. The free exchange policy has never worked out for me. I buy household items for the most part because even the shoes are not what they used to be though I have bought name brands with whom I have done a lot of business in years gone by. I looked at and considered ordering the folding colander that was on ITKWD yesterday but the price tag was too steep for me when I added on the S/H so I looked for and found another one, I need it for the motorhome and did not need nor want it two sizes.

Re: Who Is QVCs Target Audience

shoesnbags — Mon, 07 Aug 2023 16:05:48 GMT

@Xivambala wrote:
The D&C TSV long inseams are a big turn-off as many others have already attested to. Perhaps it is assumed the purchasers of the pants will be in 3-4" heels. That seems to be the fashion statement the QVC hosts portray. Doesn't work in my world.

@Xivambala

I'm only 5'2" so I understand where you're coming from. But realistically it's possible for a shorter person to shorten pants while it's not possible for a taller person to somehow add length. So the longer length will accommodate more people.

I say this as a person who has to shorten every single pair of pants I buy anywhere.

Re: Who Is QVCs Target Audience

RetRN — Mon, 07 Aug 2023 16:11:51 GMT

I think there are many shoppers with a shopping addiction who have a great deal of credit card debt. Many have closets full of clothing they have never worn with the labels still on. I would bet they contribute a great deal to QVC.

Re: Who Is QVCs Target Audience

kaydee50 — Mon, 07 Aug 2023 16:18:04 GMT

@RetRN wrote:
I think there are many shoppers with a shopping addiction who have a great deal of credit card debt. Many have closets full of clothing they have never worn with the labels still on. I would bet they contribute a great deal to QVC.

Agree! When I read that a poster has ordered multiples of an item and then winds up sending them all back, I really wonder why.

Re: Who Is QVCs Target Audience

AuntG — Mon, 07 Aug 2023 16:18:26 GMT

@RetRN wrote:
I think there are many shoppers with a shopping addiction who have a great deal of credit card debt. Many have closets full of clothing they have never worn with the labels still on. I would bet they contribute a great deal to QVC.

Valid point @RetRN. I worked with someone who bought a lot of clothes from QVC without giving any thought to whether she needed it. She'd admit to buying on impulse. That is the downside of shopping from TV. I try to be judicious when ordering from QVC. My guess is I'll have under 25 purchases this year.

Re: Who Is QVCs Target Audience

SilleeMee — Mon, 07 Aug 2023 16:35:44 GMT

It appears to me that Qvc is targeting an audience which is not who is watching. Boomers are watching mostly and others shop elsewhere. Boomers still own the title of having the most disposable income.

Re: Who Is QVCs Target Audience

We rescue cats — Mon, 07 Aug 2023 16:31:27 GMT

I was just talking to a friend and asked her who she thinks their target audience is and she said that she doesn't think they know....hence the problem they are having.

Re: Who Is QVCs Target Audience

Harpa — Mon, 07 Aug 2023 16:44:25 GMT

Don't know! All I do know is it ain't me!

(not necessarily because of price)