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Not just for cubic zirconia

Lisa Napoli Sep 20, 2007
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Not just for cubic zirconia

Lisa Napoli Sep 20, 2007
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TEXT OF STORY

Scott Jagow: The company that brought you arm-chair shopping is about to do something it’s never done before. QVC is launching a major ad campaign and a new logo. More now from Lisa Napoli.


Lisa Napoli: When you think home shopping, you probably think ladies sitting on the couch buying cubic zirconia.

QVC is trying to dispel that image. It’s launching its first ad campaign in its 21-year history.

Turns out lots of people already know the joys of retail therapy conducted from the comfort of their living rooms. QVC has shipped over a billion packages to a devoted audience of couch potatoes around the world. And it sold $7 billion worth of stuff last year alone.

Brand expert Eli Portnoy says it’s smart for QVC to finally do some marketing — not just to people who turn their noses up at the channel, but to the millions of customers it already has.

Eli Portnoy: I don’t care how good you think your brand is — you can never lose site of re-enforcing who you are to your core audience and keeping your message out there, and you can’t stop. The moment you stop, you’re old news.

It’s not by accident that the campaign’s launching now. After all, it’s just 94 shopping days till Christmas.

I’m Lisa Napoli for Marketplace.

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