To get homebound shoppers to splurge, some brands are copying QVC.
On a recent afternoon, more than 12,600 viewers tuned in to Tommy Hilfiger’s website to watch models, influencers and celebrities talk about the brand’s fall collection.
“You’ve got this piece here, which is super, super dope,” said Toni-Blaze Ibekwe, a stylist and editor of Wonderland Magazine, showing off a blue and white sherpa jacket made from recycled fabric.
Retailers are trying to appeal to consumers who long turned up their noses at QVC and the Home Shopping Network. Brands like Tommy Hilfiger and Levi Strauss hope shoppers who are still reluctant to visit stores can be persuaded to tune in to the live-streamed online sales events and spend on ruffled blouses, handbags and other nonessential items ahead of the holiday shopping season.
During the 30-minute to one-hour sessions, which have taken off in China but are relatively new to