What will change in the 2025 rebrand?

lindseyrose · Jan 5

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?

CalminHeart · Jan 5

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.

DebNYC31 · Jan 5

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

They Call Me MR Wilkes · Jan 5

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.

Still Raining · Jan 5

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......

Dennieee · Jan 5

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.

Effie54 · Jan 5

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.

amyb · Jan 5

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...

Franklinbell · Jan 5

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

amyb · Jan 5

@They Call Me MR Wilkes 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.