QVC is getting in on the fashion week action, and wasting no time in setting up shop. The television shopping network, which broadcasts to 98 million households, refuses to be left behind after last year when they were unable to participate in Fashion's Night Out due to a lack of retail space. This year, they're way ahead of the game by planning their first ever pop-up shop in New York’s Rockefeller Center.
“We were very impressed last year with Fashion’s Night Out and what was accomplished,” says QVC president and CEO Mike George. “It’s kind of the perfect manifestation of our brand. What we do well is take customers behind the scenes and bring some aspiration.” The 14,000-square-foot space will be located at 600 Fifth Avenue, two doors down from where the “Today” show is filmed. The shop will be open Sept. 10 to 15, during which 17 hours of programming will be broadcast from New York.
Throughout the week, an impressive lineup of QVC designers and collaborators — including Isaac Mizrahi, Rachel Zoe and Lori Goldstein — will host segments, but the the kickoff for Fashion’s Night Out will be by far the main attraction. The shop will host its own opening party, which will include QVC’s “Fashion’s Night Out — Live From Rockefeller Center” broadcast, (beginning at 9 p.m.), and the launches of the K-Dash by Kardashians line, Janie Bryant Mod from the “Mad Men” costumer and Coralie Charriol’s handbag collection.
The studio also will house a Dell- and Intel-sponsored lounge open to bloggers and other media covering the event. That's good news for us! There will also be “special guest correspondents,” stationed throughout the city to report on the action for the network. And at the helm of it all will be Mizrahi, who will go on at midnight to recap FNO from his New York studio and promote his QVC line. The store itself is being described as a “curated assortment of our brands and offers,” according to Claire Watts, QVC’s president of U.S. commerce. The items will span across fashion, beauty, home and electronics. It seems QVC is not just a shopping channel anymore!
Article and Photo Source: WWD
Tags: Alia Rajput, aspiration, assortment, beauty, bloggers, Brands, broadcast, Claire Watts, Coralie Charriol, Dell, electronics, fashion, fashion week, Fashion's Night Out, handbag, home, Intel, Isaac Mizrahi, Janie Bryant, K-Dash, Kardashians, Lori Goldstein, lounge, Mad Men, media, Mike George, mod, New York, offers, pop up shop, QVC, Rachel Zoe, Rockefeller Center, space