Q Talk

[chrystaltree]

I don't think Q has a target demographic. They certainly aren't going after the upper class woman, just as they aren't going after the Wal-Mart crowd. I think the average Q customer is a middle class woman with a line of credit that allows her to be a recreational shopper. Women who shop for what we want, not for what we need. We like the convenience of home delivery and because we tend to be over 45, wandering around malls and dragging a bunch of shopping bags doesn't appeal to us anymore. Been there, done that. The type who doesn't think $50 for a top is a lot because.....duh.......when we do go to malls, we shop at Chicos and J Jill and WHBM. We aren't K Mart shoppers. And Q has an amazing variety of products. Whatever we want, whenever we want it, delivered right to our doors. Q has evolved, it's not the Q my mom introduced me to 25 years ago. And that's why many of the older customers are so resentful. They find themselves priced out of much of the merchandise.

[blackhole99]

I think you are right, if you don't have the means you can't purchase the higher end products that give the Q the greatest return.

[Krimpette]

I don't think that they're necessarily targeting any specific group. Seems to be that they are trying to appeal to the ""masses""….no specific age group.

[Another new name Sue]

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.

Pas has the best reply. QVC tries to appeal to a wide range of people from Gold Violin-type items to vigorous workout DVD's and expensive make-up and beauty items. Definitely not people with money or working mothers. People with money go to their jeweler for fine jewelry, the high end department stores or local boutiques which cater to them. They don't buy electronics at QVC either. As for working mothers, they have no time to sit and watch QVC.

[MarcyG72]

Economists say those of us over 50 have more spendable income. It would make sense the Q would cater toward that demographic.

[va603]

I would think, based on most of the merchandise, that QVC's largest audience is the baby boomers. They have more disposable income and are probably home more too. I think I read somewhere that a large percentage of their orders are online too.

[Moonchilde]

I disagree that QVC's demographic is upper anything. Women with high disposable incomes and the time to enjoy said income would NOT, IMO, buy from a shopping channel. Any shopping channel. They would consider it tacky. They would shop in person, or have a personal assistant shop for them in person. In addition to those who cannot physically get out to shop, I think QVC knows they will appeal to women of any age (or men) who do not live anywhere near shopping malls and/or do not live closer than a 2+ hour drive from shopping, or perhaps have *one* store that features items they want to purchase, and QVC is at least a choice. Another demographic is the utterly UNtech-savvy who do not know or care that electronics offered are outdated or soon to be outdated, and overpriced. Then there are those who need Easy Pay (I fall into that category sometimes). As far as the higher priced items, including jewelry, I think QVC knows that people who otherwise couldn't afford the items or would never even see them in stores will happily do Easy Pay so they can have what they believe is a high quality, high fashion item. But again, these are also people who believe everything QVC hosts and vendors tell them. I'm not saying this is who/what all QVC customers are, but the question was 'What do you think QVC's demographic is.' The above are who I think QVC believes most of their customers are - those who can't physically shop on their own, those who live in the country and have no shopping near them, those who need to buy tech but need to be told exactly what they should buy, with unwillingness or inability to buy the tech elsewhere, and those who make use of Easy Pay.

[Moonchilde]

On 8/15/2014 Desertdi said:

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

ITA

[Moonchilde]

On 8/15/2014 champagnepoodle said:

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

There is no reason for those who shop at these places to shop at QVC if we're talking wearing apparel, shoes/bags or even sheets/towels, because the prices are consistently lower, with more name brands and without shipping, at those stores. Just because QVC says something is high quality doesn't mean it is.

[kaydee50]

I think the target is women in their 50s and 60s with a significant amount of discretionary income. They have been shopping with QVC for years and it has become a habit. They are not interested in comparison shopping and believe they are getting high quality "designer" looks from SG, IM, Linea, etc. This target audience also likes to try different beauty products with cost not a big consideration.