Dive Brief:
- QVC launched a two-day holiday pop-up Wednesday at the Iron23 event space in the Flatiron District of New York City, according to a company announcement.
- Reimagined as Mrs. Claus' Holiday House, the event is spread across 10 rooms including the Claus-et, Yuletide Lounge, Kringle Kitchenette and a Haute Chocolate Bar. Visitors to the pop-up will also get to see Q50 ambassadors Melissa Rivers, Stacy London, Joy Bauer and Babs Costello.
- Kathy Hilton is QVC’s first-ever Mrs. Claus and took part in a live, eight-hour TikTok streaming event Wednesday. Guests visiting Mrs. Claus’ Holiday House will find Hilton’s collaborations with Printfresh luxe pajamas, Anna Zuckerman jewelry, and Slatkin and Co. home fragrances.
Dive Insight:
QVC’s holiday promotion comes amid a year of retail turbulence for the brand and its parent, QVC Group, which had a $1.3 billion operating loss last year and saw profits decline in its most recent quarter as well.
QVC Group’s Q3 earnings report earlier this month showed a 60% decline in operating income with revenue decreasing 6% year over year to $2.2 billion.
QVC Group, which includes QVC, HSN, Ballard Designs, Frontgate, Garnet Hill and Grandin Road, changed its name from Qurate Retail Group earlier this year. The company closed its Florida headquarters and moved brand operations to West Chester, Pennsylvania, in February. And in March, it eliminated 900 jobs as part of a new strategy.
The live social shopping retailer’s three-part turnaround strategy is built on bringing its selling proposition to a wider consumer audience wherever they shop, including streaming and social media. QVC is working to bolster its live streaming and social options to include TikTok, and last year laid out a streaming plan across YouTube TV, Hulu and Netflix.
