News Flash: Philadelphia Inquirer Discovers That QVC Sells More Than Cubic Zirconia

The Philadelphia Inquirer Sunday broke the big scoop that high-end designers have made their way to QVC because of its “sales clout.” Yes, the consumer press finally got a clue.

We did a huge blog on that topic for Thanksgiving, and have written many other blogs about why big-name designers like Badgley Mischka, Vivienne Tam, Robert Lee Morris, Judith Ripka and Stephen Dweck — whose wares can be found at shops like Neiman Marcus — now have lines for QVC and HSN.

The story, by Inquirer fashion writer Elizabeth Wellington, is headlined “Fashion Fete’s Eyes on QVC: Sales Clout Turns Heads in New York.”

The story talks about QVC telecasting live from Fashion Week in Manhattan again this year, and how “the seller people used to go to for Grandma’s holiday sweater” is now “a major industry player” in the fashion world.

That’s because designers have discovered a rather simple fact, one that snobs who look down their nose at home shopping channels, have yet to grasp: You can make a hell of a lot more money selling thousands of items an hour on QVC than selling just a few costly items in a brick-and-mortar store.

The story quotes Doug Howe, QVC’s chief merchandising officer, as well as the QVC vendors celebrity makeup artist Mally Roncal and fashion designer Bradley Bayou.

Roncal told the Inquirer she once sold 20,000 eyeliners in eight minutes on QVC (we use her mascara).

Bayou is quoted as saying he was skeptical when QVC first approached him. He hopped on board.

“When you show couture, you sell maybe 10 to 20 pieces (a season), but when you show on QVC, you can sell 1,000 pieces in an hour,” Bayou told the Inquirer.

The newspaper also reported that QVC rival HSN, those sly pusses, will have a breakfast in New York to show off its new spring fashions in a couple of weeks.

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