QVC and HSN show new way to discover emerging brands

Mike Troy
Editorial Director
Mike Troy

QVC and HSN are recognized as leaders in building brands through multiplatform video storytelling and they put those skills to work with a unique initiative called The Big Find. The program was a nationwide search for innovative products in beauty, fashion, accessories, and jewelry conducted last year that identified more than 70 entrepreneurial brands.

"As the pioneers of video commerce and brand storytelling, we've launched or nurtured some of the nation's most successful entrepreneurial brands, such as IT Cosmetics, TATCHA, Junior's Cheesecake, Korres, and others," said Mary Campbell, chief merchandising officer, Qurate Retail Group, and chief commerce officer, QVC US. "By supporting entrepreneurs, we continue to bring customers innovative new brands, often with a high degree of exclusivity. We're constantly on the hunt for promising entrepreneurs with compelling products."

In the first quarter of 2020, 38 of the new brands are launching on QVC or HSN, including 21 beauty brands (such as Act & Acre, Mented Cosmetics, ALKAGLAM, and Follain), seven jewelry brands (such as Valencia Key Jewelry and Taudrey), seven accessories brands (such as Have Some Fun Today), and several other brands.

Last August, more than 270 semi-finalists selected from 650 submissions met QVC and HSN buyers at day-long pitching sessions in St. Petersburg, FLWest Chester, PANew York, and Seattle. Each entrepreneur had 10 minutes to explain why their product should be offered on QVC or HSN. Given the retailers' highly interactive approach, the judges went beyond the product to consider the story behind the brand and how each brand and product could be brought to life through live storytelling across a myriad of customer touchpoints.

Qurate maintains that a launch on its QVC or HSN platforms is a major growth opportunity because the broadcasts, websites, apps, and social pages are unmatched as platforms for reaching large audiences and explaining how a product solves a problem or fills a need. For brands, the experience is very different from selling in a department store – where a product sits on a shelf – or via a transactional ecommerce site – where a product appears in a list with dozens of competing items, according to Qurate.

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