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QVC to Launch Exclusive Lines on the Catwalk
NEW YORK
-- "Runway to reality" is no longer just a catchphrase this fashion week.
After testing the concept quietly last September, QVC is moving full steam ahead with its runway show at Mercedes-Benz Fashion Week, where, on Feb. 14, the shopping network plans to stage a live runway show and two-hour selling portion of the pieces from the runway on TV. It means the spring merchandise can land in shoppers' homes within two days of the show -- and months before the fall collections, also on view that week, hit the stores.
QVC is using the runway exposure to introduce several new lines, including Logo by Lori Goldstein, A List by Alvin Valley, Elisabeth Hasselbeck for Dialogue, and a handbag line by "Desperate Housewives" stylist Cate Adair. The show will also bring existing QVC brands M by Marc Bouwer, B. Makowsky and Simply.Chloe Doa to the Bryant Park tents.
QVC was encouraged to return this season after its test run resulted in viewership nearly triple that of other programs.
"We exceeded our sales objectives," said Michael George, QVC's president and chief executive officer. "We had 22 sellouts of the 27 products we sold, so the customer interest in the products was high. But even more important than that, we posted an all-time QVC record for...