topic Re: Who Are the Linea Ladies? in Linea by Louis Dell'Olio

Who Are the Linea Ladies?

Barbara in Virginia — Sun, 13 Dec 2020 00:21:56 GMT

I am reviving a thread I wrote long ago about who exactly are the customers that QVC has decided they can do without. Prior to that I had not been fully aware of the calibre of the women who treasured Linea and who were loyal, long-term clients of Louis. We were doctors, lawyers, university professors, executives of all kinds, devoted mothers and grandmothers, solid citizens in our communities. And on and on.

I will start. My relationship with Linea and Louis go back a loooong time. I am now a retired high end residential interior designer, specializing in historic preservation, and have had my work published in national shelter pubications. I have also been a giving member of my commuity my entire adult life.

I was honored by incusion in Marquis Who's Who in many different areas: Women, in the East, Design, in America, over a period of many decades now. I was recently honored with their Lifetime Achievment Award. My most important career has been that of a wife, mother, and grandmother.

Please incude yourself in this list, and don't be shy! I suspect that QVC has thrown away a valuable demographic. Let's let them know who we are.

Thank you! Barbara

Re: Who Are the Linea Ladies?

JustJazzmom — Sun, 13 Dec 2020 01:47:38 GMT

I am an ex pediatric nurse who wasn't into fashion especially with white uniforms, white shoes & a cutesy pediatric themed apron over that. Once I had children, I decided to walk away from nursing because I believe raising children is the most important job in the world. I did go back part time on weekends for a few years when the 2 oldest were toddlers. I was more of a casual person clothing wise at this time.

Once they got older & didn't need Mom around all the time, I decided to take our County's Master Gardener course so I could assist homeowners with their gardening questions. I ended up being involved with their demonstration rose garden. So I did that for 20 years before life got more complicated. Still was wearing tee shirts & jeans to do this gardening & educating the public that roses aren't as fussy as they once were in our parents generation.

I started needing less casual clothes for going out to restaurants or weddings or special parties. Linea clothes fit the bill. I am not an original 20 years Linea Lady but started buying Louis' clothes back in 2007. I never looked back & was hooked.

Re: Who Are the Linea Ladies?

Foxxee — Wed, 23 Dec 2020 02:42:15 GMT

I don't think our credentials mean a hill of beans to QVC. They began targeting Millennials (20 somethings) last year.

I have an MBA in business specializing in strategic planning. QVC could care less.

I think one of the reasons for Louis' departure is a reflection of that direction. He's an elderly classic designer representing Boomers who are on their way out as far as QVC is concerned.

Millennials have no idea who he is. Anne Klein has fallen so far, they wouldn't believe that company was Couture at one time.

I think it was a mistake he chose a representative to replace him on air. It was at that time, I wasn't sure he'd survive on QVC. It isn't the same without him. There were other options he could have taken besides driving himself to QVC that wouldn't have been so difficult for him.

Sales may be down, too. His clothing used to sell out; however, I'm not seeing sellouts of other designers, either. QVC cut his budget last year and this year. I have seen the quality of some of his fabrics and construction go down, with budget cuts, is it his fault?

It's fine to carry some products Millennials like, but I'm seeing alienation of their current base with more products Millennials like than what Boomers and GenXers (41-54) like. QVC is on a Millennial trajectory that won't be stopped by us.

Re: Who Are the Linea Ladies?

Barbara in Virginia — Sun, 13 Dec 2020 02:12:36 GMT

Money always talks. The typical Linea devotee is well heeled and also buys high-ticket items from the Q, not just clothing. But we apparently are a demographic they are very willing to discard.

BIG mistake!

Re: Who Are the Linea Ladies?

Lit Chick — Sun, 13 Dec 2020 02:15:37 GMT

I have been teaching English at the high school level for 27 years; I have had the pleasure of studying Dante's Divine Comedy in Siena and Florence, Italy and Shakespeare at the Globe Theater in London. I teach a Presentational Speaking class for Syracuse University, and it was while training to teach this course that it was impressed upon me the importance of my appearance as my "chief visual aide" when presenting lessons for students and fellow teachers. The quest to dress up for daily life turned my fledgling interest in Louis's designs to a full blown passion. His designs are tailored and elegant; his jewelry takes the clothing to the next level. Louis's clothes and jewelry give me a unique, professional, elegant style that gives me confidence and happiness. It's fun to play with the clothes and jewelry, but the end result always looks polished.

Re: Who Are the Linea Ladies?

Love my grandkids — Sun, 13 Dec 2020 02:15:46 GMT

@Foxxee I know some millenials and I know for a fact that they wouldn't touch QVC with a ten foot pole! They have been and more stylish places to shop.

Re: Who Are the Linea Ladies?

Foxxee — Sun, 13 Dec 2020 02:39:22 GMT

@Love my grandkids wrote:
@Foxxee I know some millenials and I know for a fact that they wouldn't touch QVC with a ten foot pole! They have been and more stylish places to shop.

@Love my grandkids

We know that's true, but QVC is obviously trying to lure them to buy by carrying products they like.

Their favorite places to shop are Target and Amazon. They are even into used clothing.

Whether QVC will be successful remains to be seen.

Re: Who Are the Linea Ladies?

Desertdi — Sun, 13 Dec 2020 03:04:55 GMT

By trade, I was a lowly, unimportant accountant working for a 5A1 D&B rated corporation It doesn't matter if the customers love the product. REVENUE is the bottom line.

Re: Who Are the Linea Ladies?

PamfromCT — Sun, 13 Dec 2020 03:14:30 GMT

@Love my grandkids wrote:
@Foxxee I know some millenials and I know for a fact that they wouldn't touch QVC with a ten foot pole! They have been and more stylish places to shop.

@Love my grandkids, I completely agree. They have their favorite smaller chain stores, along with Nordies and Talbot’s. And they aren’t too happy Lord and Taylor has closed, either. I don’t blame Louis, but I think it was a mistake not to include many petite styles. As a whole, so does QVC.

Re: Who Are the Linea Ladies?

beach-mom — Sun, 13 Dec 2020 03:57:08 GMT

As far as millennials go, I know quite a few who shop here! They love Barefoot Dreams and various shoes and cosmetics. I've noticed quite a few younger women who comment on QVC's various social media platforms. I also posted earlier that I am getting DD two Linea items for Christmas.

But QVC is not going to attract them with "house" brands. If they see some celebrity they like wearing Barefoot Dreams they will find out where to get it. And they might find something else while they are here.

I used Barefoot Dreams as an example because of DD. She has had (before COVID) strangers ask her where she got her sweater while she was waiting to cross the street in a busy city. A lot of her friends have come here to shop. They don't WATCH a show, but they will check things out on their phones and order. They like big hoop earrings and Purity, and Mally eyeshadow sticks and handbags.

But we could probably name, and in a lot of cases we "know," the vendors. They wouldn't be able to tell you who is selling and they probably don't care who the host is. What I don't see them doing is going into the mall to shop at Macy's or Kohl's. They will go to shop at a specialty store, but for the most part I see them ordering online.

For a long time I thought I couldn't really call myself a Linea lady. You all seemed so knowledgeable- and I wasn't! But then I thought "why not?" I love his designs. I DVR his shows, and still have some saved. I eagerly await his new lines and I look forward to relaxing and reading his blog. I have learned SO much, both from Louis and from my fellow Linea ladies. And I feel confident and pretty when I walk out to speak to people!

I tried to find the post I read today, but couldn't. The poster talked about QVC trying to spotlight small businesses, then they do something like this.

As I see it QVC is not that interested in pleasing the ones who made them what they are! It's too bad. The statistics may tell them we don't matter, but I think they'll find out we do!

As for me, I'm a former community college instructor (English composition and technical writing). I still help out once in a while in various areas. I do a lot of public speaking. I lead workshops (on Zoom right now). Right now I dress up at least twice a week, sometimes more, once to be filmed and once to speak from a podium that is outside - I wear one of my two Linea trenches. I have relied on Linea for a number of years, when I travel for work and when I stay around here. Oh - I'm blessed with children, both two legged and four legged!

Re: Who Are the Linea Ladies?

Love my grandkids — Sun, 13 Dec 2020 05:14:50 GMT

@Foxxee The m's I know won't spend 5 minutes watching the Q so there is no chance of being "lured in." LOL

They also shop many places other than Target and Amazon!

If QVC is really following the money. I think us baby boo...

Linmo — Sun, 13 Dec 2020 05:47:25 GMT

If QVC is really following the money. I think us baby boomers have a lot more disposable income than the millennials do right now, due to student loan debt among other things.

Re: Who Are the Linea Ladies?

Foxxee — Sun, 13 Dec 2020 06:24:01 GMT

@Love my grandkids wrote:
@Foxxee The m's I know won't spend 5 minutes watching the Q so there is no chance of being "lured in." LOL

They also shop many places other than Target and Amazon!

@Love my grandkids

Someone tell QVC that.

According to research, the largest percentage, about 38% of Millennials favor Amazon and Target. Of course, they shop elsewhere, too.

Millennials are categorized into groups representing different likes and dislikes. The older Millennials in their 30's are unlike those in their 20's. So, some you come in contact with may be very different than others.

Yes, we're scratching our heads. Why doesn't QVC stick with its current age demographics, those more likely to buy from them.  No doubt about it, older people are more attracted to home shopping.

Millennials are aging, some 40 now and their tastes will change. As long as people get older, QVC would always have customers, those more likely to buy from home shopping if they offer what they want.

But, Millennials are the largest demographic group now, so retailers are seeing green; however, because of their buying habits, Millennials have been difficult to capture.

It's fine to offer products for Millennials, but it's best not to alienate their current older base, those that made them successful. They will just shop elsewhere and I'm seeing that from some posters here. I'm one of them.

Re: Who Are the Linea Ladies?

Foxxee — Sun, 13 Dec 2020 07:29:04 GMT

@Love my grandkids wrote:
@Foxxee I know some millenials and I know for a fact that they wouldn't touch QVC with a ten foot pole! They have been and more stylish places to shop.

@Love my grandkids

Agree with you. Some are into designers. Gucci is one of them, particularly handbags. See my other reply to you.

It's true, home shopping doesn't have a good reputation with Millennials.

That doesn't mean some don't shop QVC online. They do like online shopping.

Re: Who Are the Linea Ladies?

FancyPhillyshopper — Sun, 13 Dec 2020 06:41:38 GMT

Highly educated (earned doctorate), well traveled (multi-lingual), successful career (semi-retired), and I certainly appreciate the finer things in life!

I have purchased clothes from some very famous designers sold only at NM or Saks, but I have also been a faithful QVC shopper for decades. I do like fashion!

Linea is extremely reasonably priced for the quality of design.

However, it is an elegant style that can be a bit formal or a bit sophisticated for many women, especially those who prefer a more casual look.

I also buy Denim & Co., Quacker Factory, Bob Mackie, etc., and have tried Barefoot Dreams and some other brands.

I agree that Louis is missed in the presentations, and the virtual approach did not help much either.

Maybe Linea could become a capsule or boutique collection, and just featured a few times a year instead of an ongoing brand.

It is probably difficult in these pandemic days to sell outfits that are for "dress-up" when nobody is going anywhere!

Re: Who Are the Linea Ladies?

LindaSal — Sun, 13 Dec 2020 13:39:53 GMT

My millennial kids were born in 83 and 85 and as far as they are concerned they do shop mostly at Target and Amazon. They actually laugh at me because I have done home shopping for so long. They are not interested in the least and would never be caught watching any shopping channels, LOL! As @Foxxee stated maybe the younger end of them shops online? I have no idea........and did you say you are a millennial? You youngster you!! Your posts are always spot on.

As far as the Linea line I have been buying for many years also. I was a chairside dental assistant for 30 years and I too lived in scrubs most of my adult life. But we are fortunate and pre covid, of course, went out to nice restaurants weekly and traveled quite a bit and I always feel I looked nice and always felt confident in his designs.

Re: Who Are the Linea Ladies?

Somertime — Sun, 13 Dec 2020 14:22:18 GMT

@Barbara in Virginia I completely agree with your comments regarding the "profile" of the Linea customer. We have a voice and a strong consistent buying power whether some realize it or not. The Linea line should be considered as "bread & butter" income, The income is a guarantee to QVC, something that can be counted on to sell. If QVC was bright enough they would analyze the income from the Linea line which is a small boutique collection and see the impact it draws which would be quite high for a small collection.

We have a voice and we need to use it, regardless of the outcome. The forums are great but they do not have the same impact of letting QVC know directly our dissatisfaction with their treatment of us as customers as well their treatment of Louis. A volume of dissatisfaction is powerful, it makes it possible for our voices to be heard...........loud and clear.

My background is financial with a work life in NYC in the creative field..........interior design and museum quality antiques. I worked for a prestigious designer who has recently passed away, David Easton as well as a Fine French Antique Gallery among it's clients was The Met. I was very fortunate to work in rarefied air. I was a customer of Anne Klein and Anne Klein II until it was no longer under Louis. So I was delighted when I discovered him by accident on QVC!

I urge everyone to let QVC know how we feel about their decision regarding Louis, call corporate, email or the easiest way, use the link for feedback:

https://qvc.eu.qualtrics.com/jfe/form/SV_8fee9Dqn93En5it?DeviceType=Desktop&CurrentURL=https%3A%2F%2Fcommunity.qvc.com%2Ft5%2FMy-Favorite-Brand%2Fct-p%2FMyFavoriteBrand&TimeSpent=690%7C690&TotalPages=17&UniquePages=14&SurveyType=Desktop&CSID1=f5d289e3-cfc9-a02c-9dba-d76b70d3acde.1586190154.2154.1607865506.1607864735.1586185827.1620354154658.Lax.0&CSID2=27.1&CSID3=1&CSID4=

Re: Who Are the Linea Ladies?

stevieb — Sun, 13 Dec 2020 16:19:54 GMT

@Foxxee I think you make a couple of valid points. I don't think LDO did himself any favors by turning over the on-air segments to a representative. It would seem the trips to PA weren't so frequent that an alternative to driving himself couldn't have been arranged. While QVC still carries, for example, Bixby and Ripka, both are featured far less since the two women opted out and I'd be surprised if we don't see them both gradually fade away.

Re: Who Are the Linea Ladies?

chprsp — Sun, 13 Dec 2020 16:40:15 GMT

For 30 years I worked as a caseworker in my state. Prior to that I helped set up a county wide speech and hearing program in rural WV. I live in a rural area and have always loved clothes. Even though I am now retired most of my wardrobe is Linea with a few other brands. Linea not only works for my day to day life but also for dressy occasions.

Today I am wearing Linea Ponte pants with his magenta turtleneck and a vest. These are the clothes I feel comfortable in and wear daily. If we can ever travel again the Linea brand are the clothes I reach for. I can quickly pull together clothes I mix and match. If my husband needs medical care out of town I can pack my overnight bag with a minimum of fuss.

I use his tights including the fleece rights throughout the winter months.

Whether I need dressy or casual clothing I can find it with the Linea line. Imo QVC should be trying to set themselves apart from other television shopping channels. Having a "boutique " line such as Linea along with their regular lines accomplished this.

With QVC no longer carrying Linea I will not be shopping here. Anything I need I can find elsewhere.

Re: Who Are the Linea Ladies?

Kachina624 — Sun, 13 Dec 2020 18:59:04 GMT

@stevieb wrote:
@Foxxee I think you make a couple of valid points. I don't think LDO did himself any favors by turning over the on-air segments to a representative. It would seem the trips to PA weren't so frequent that an alternative to driving himself couldn't have been arranged. While QVC still carries, for example, Bixby and Ripka, both are featured far less since the two women opted out and I'd be surprised if we don't see them both gradually fade away.

@stevieb. I'd also not be surprised to see Bob Mackie and Quacker Factory fade away. Both lines are looking very matronly and dated. Its pretty obvious sales of both are slipping. The days of women wanting to be festooned with sequins and rhinestones are over.

I think TPTB at QVC have been irked about the reaction to their attempts to get rid of Louis several years ago. I'm not sure he voluntarily discontinued his personal appearances. He may have said so to save face. I agree there were alternatives. I can think of several. They could have had him appear virtually like all the other vendors. I think he was an irritant and they didn't want him around. The discontinuation of Q2 is making a good excuse to give some vendors the boot.