Award-winning fashion designer Louis Dell’Olio just celebrated the 10th anniversary of his Linea line for QVC. And apparently it’s his last anniversary there, since QVC is dropping his collection, which has his fans furious with the home shopping network.
On his blog Monday, Dell’Olio gave his QVC fans the bad news.
“As of this writing, QVC has informed me that there are no new Linea products or reorders planned for Fall 2010,” Dell’Olio blogged. “It saddens me to tell you this, but I will never lie to my loyal customers whom I consider my friends. I will continue to connect with all of you and keep you informed of my upcoming shows. I can’t believe I have completed 10 very successful years on QVC. During this time it has been my extreme pleasure to get to know all of you……….with much LOVE……..Louis.”
“All of us are heartsick at the decision by QVC to discontinue the Linea line, effective this fall, when there will be no new items or reorders offered by QVC for the Linea by Louis Dell’Olio line,” one “Linea Lady” wrote on QVC’s fashion forum. “Let’s keep that thread going and growing, so that the corporate types can be informed of our anger and sadness and how much we admire the Linea line and Louis Dell’Olio.”
She outlined the plan of action to save Dell’Olio.
“We also need to start an ‘action’ thread, and a ‘brigade’ similar to the wonderful grassroots effort started by the ‘sisters of the measurement brigade’ whose valiant fight against the Q decision to stop giving measurements on clothing led to QVC finally relenting, admitting they were wrong, and now providing very detailed measurements,” she wrote.
She went on, “Let the action begin by the Linea Ladies brigade. We now have a Twitter site…We also have a private e-mail address, firstname.lastname@example.org for those who want to communicate about actions to support Louis/Linea but might not want to post on a public bulletin board. We will be posting further contact information and ways to support Louis.”
Another QVC poster wrote, “It would also be a good idea for those of us who have had e-mail contacts with other fashion hosts in the past to e-mail them and relate your disappointment/anger or whatever about the Q decision on Linea. It could help if the hosts who do fashion shows and have probably worked with him hear from us directly. They could then bring up the customer outrage in meetings with Q ‘powers that be.'”
Dell’Olio’s credentials are impeccable. In 1973, he joined Anne Klein with his friend and former classmate, Donna Karan. When Klein died in 1974, Dell’Olio and Karan took over the company’s helm for 10 years, winning three Coty awards, the equivalent of the Oscar for fashion. When Karan left Anne Klein, Dell’Olio stayed on as vice president of design.
On Monday Dell’Olio’s QVC fans were also voiced their anger directly on his blog.
“I, too, am speechless at this terrible news,” wrote one woman. “I feel like there has been a death in the family. As soon as I regain my composure, I will be calling Mike George, the president of QVC, to demand this stupid decision be reversed. I will also be writing a “snail mail” letter to him and to the corporate owners of QVC (John Malone/ Liberty Media) and will be posting contact information on the Q fashion forum for fellow Linea Ladies to do the same.”
Another poster told Dell’Olio simply, “I am stunned. Louis, if you are not allowed to bring us new designs and reorder the items we love but weren’t fortunate enough to order before they sold out, I will be heartbroken. You truly are the bright light in QVC fashion. You exemplify the Q in QVC. Rest assured, if you have to take your line to a different shopping venue, I will follow. And I will bring all of my business with me. Without you, there is no Q in QVC. Please keep us apprised of the status of your line at the Q. I am totally distraught at this news!”
We have contacted QVC, but haven’t heard back from its PR folks yet. Maybe it’s all a misunderstanding.