QVC Announces Expanded Commitment to Accessible Product Assortments & Video Shopping Experiences

Rhea-AI Summary

QVC has announced a commitment to enhance accessibility in its shopping experience, appointing Selma Blair as its Brand Ambassador for Accessibility. The company has launched an Accessible & Adaptive category, featuring a wide range of products to meet the needs of customers with disabilities. An on-air show called Accessible Living will focus on simplifying daily tasks. QVC aims to improve all customer interactions by increasing awareness of adaptive features and engaging with the disability community. The initiative is part of QVC's broader goal to foster inclusive shopping experiences for all consumers.

Positive

• Launch of Accessible & Adaptive category featuring hundreds of products.
• Introduction of Accessible Living show to promote independent living.
• Increased representation of the disability community in product marketing.
• Commitment to a 360-degree review of customer touchpoints for enhanced accessibility.

Negative

• None.

Actor, best-selling author and disability advocate Selma Blair named as QVC Brand Ambassador for Accessibility

WEST CHESTER, Pa., March 8, 2023 /PRNewswire/ -- QVC^®, a world leader in live video commerce ("vCommerce"), today announced an expanded commitment to growing its accessible and adaptive assortments, streamlining how customers find and explore them, and enhancing the accessibility of its end-to-end shopping experience. As part of this journey, QVC has named actor, best-selling author and disability advocate Selma Blair as its Brand Ambassador for Accessibility. QVC is part of Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP).

QVC has launched a dedicated Accessible & Adaptive category – with hundreds of products spanning fashion, home, electronics and beauty – making QVC one of the first U.S. retailers to curate the full lifestyle of accessible products into a single multicategory offering. QVC is highlighting accessible products within each category and has launched a one-stop digital storefront for these products, with solution-based navigation and options to filter by adaptive features.

In addition, QVC has introduced "Accessible Living," an on-air show focused on essential home products that simplify everyday tasks and promote independent living. Across all vCommerce programming, QVC is demonstrating accessibility features of products more frequently, while also representing the disability, aging, post-surgery and recovery, and caregiving communities in product presentations and photography. The retailer is also conducting a 360-degree review of all customer touchpoints – from its advertising to its vCommerce platforms, delivery processes and more – and making changes to increase accessibility and ensure a barrier-free customer experience.

"We believe everyone deserves inclusive shopping experiences, services and products that make them feel seen, including the millions of Americans who are living with a disability; aging in place or in assisted living; recovering from a surgery, illness or injury; or supporting others as a caregiver," said Rachel Ungaro, GMM and VP of Fashion Merchandising for QVC. "Our goal is to meet each customer where they are in the arc of life and empower them to express their own unique style. We plan to expand our offerings in our Accessible & Adaptive category by attracting new brands to QVC, widening our relationships with existing vendors, and developing proprietary products and brands."

QVC has a long commitment to customer inclusivity. Virtually from its launch, QVC has offered fashion in a wide range of sizes for all women, with the same pricing regardless of size. The expanded focus on accessibility reflects rising customer demand, particularly for fashion that offers more options without sacrificing style and form, and for home products that simplify day-to-day life, improve safety, and promote independent living. QVC's live, interactive vCommerce model gives the company an exceptional level of insight into customer trends.

"When QVC approached me, I was so impressed and grateful that they were welcoming these conversations," said Blair. "One of the basic comforts of our life is being able to have fun shopping and to find things we find beautiful and useful. There is a more vibrant way to showcase these products, and I'm so excited to join QVC in exploring what is out there for all of us."

Blair became an icon of the early 2000s through breakout roles in such pop culture classics as "Cruel Intentions" and "Legally Blonde." In 2018, she announced her diagnosis with multiple sclerosis (MS). Blair has welcomed the public into her health journey and embraced fans through social media, her acclaimed memoir, the New York Times Bestseller "Mean Baby," and the award-winning documentary "Introducing, Selma Blair," which chronicled Blair adapting to new ways of living after her MS diagnosis. She travels extensively speaking about disability and inclusion and is considered a changemaker on social issues. In 2017, she was named as one of Time Magazine's People of the Year as one of their Silence Breakers. Blair collaborated with Google on its accessible marketing playbook and has appeared in ad campaigns for Chanel, Miu-Miu and Marc Jacobs. Blair recently became Chief Creative Officer at GUIDE Beauty, a cosmetics company that uses design-for-all concepts to provide options to apply makeup. Blair's disability advocacy earned her The Hollywood Reporter's 2021 Equity in Entertainment Award and the Media Access Awards' 2022 SAG-AFTRA Harold Russell Award and 2021 Visionary Award. She was most recently seen sharing her story on "Dancing with the Stars," for which she won The People's Choice Award for Competition Contestant of 2022.

QVC has also joined forces with Maura Horton, a disability diversity and inclusion consultant affecting change through education, product development, strategic partnerships and embracing global inclusion. Horton's roots are in product design and development, as she was a trailblazer in the adaptive fashion movement. After her husband was diagnosed with early-onset Parkinson's disease, Horton pioneered the concept of adaptive clothing that prioritized function and fashion equally. She founded MagnaReady, an adaptive apparel company, then sold her company in 2019 and shifted to overall inclusion work. She continues to be a driving force of the adaptive movement, working to develop holistically inclusive designs that span digital strategies, language guides, and authentic representations in wellness, home, beauty, style and more. 

"QVC's livestream vCommerce platforms and relationships give the company a unique opportunity to be a changemaker in this space," said Horton. "I see QVC as the ideal retailer to curate products and tell human stories that demonstrate the arc of life. I'm pleased to help QVC create safe spaces where people can find the resources they need and feel the security of knowing they are not alone."

The task force leading QVC's accessibility initiative includes team members from the disability and caregiving communities and from QVC's Diversity, Equity and Inclusion team. The accessibility initiative reflects QVC's commitment to fostering inclusive environments and touches every aspect of how the company operates. QVC has articulated commitments specific to disability inclusion as part of The Valuable 500.

"This journey is personal for many team members," Ungaro said. "We know this is a long-term project, with plenty to learn along the way. We are committed to listening and evolving, so we can make a lasting difference."

To watch the next episode of "Accessible Living," tune in to QVC2 on March 14 at noon EST or to QVC on March 30 at 1 p.m. EST.

About QVC 

QVC^® is a world leader in video commerce ("vCommerce"), which includes video-driven shopping across linear TV, ecommerce sites, digital streaming and social platforms. QVC empowers shoppers with knowledge and shares insights in a lively and engaging way. QVC offers an ever-changing collection of familiar brands and fresh new products – from home and fashion to beauty, electronics and jewelry – and connects shoppers to interesting personalities, engaging stories and award-winning customer service. Based in West Chester, Pa., and founded in 1986, QVC has retail operations in the U.S., the U.K., Germany, Japan and Italy. Worldwide, QVC reaches more than 200 million homes via 12 TV channels, which are widely available on cable/satellite TV, free over-the-air TV, and digital livestreaming TV. The retailer also reaches millions of customers via its QVC+ and HSN+ streaming experience, websites, mobile apps and social pages. To learn more, visit corporate.qvc.com, follow @QVC on Facebook, Instagram or Twitter, or follow QVC on Pinterest, YouTube or LinkedIn. 
 
Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP) is a Fortune 500 company that includes the Qurate Retail Group℠ portfolio of brands as well as other minority interests and green energy investments. Qurate Retail Group is the largest player in vCommerce and comprises seven leading retail brands – QVC, HSN^®, Zulily^®, Ballard Designs^®, Frontgate^®, Garnet Hill^® and Grandin Road^® – all dedicated to providing a more human way to shop. For more information, visit qurateretailgroup.com, follow @QurateRetailGrp on Facebook, Instagram or Twitter, or follow Qurate Retail Group on YouTube or LinkedIn. QVC and Q are registered service marks of ER Marks, Inc. 

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SOURCE QVC

FAQ

What is QVC's new initiative for accessibility?

QVC has launched the Accessible & Adaptive category to enhance the shopping experience for customers with disabilities.

Who is the Brand Ambassador for Accessibility at QVC?

Selma Blair has been named as QVC's Brand Ambassador for Accessibility.

When will the <b>Accessible Living</b> show air?

The Accessible Living show will air on QVC2 on March 14 at noon EST and on QVC on March 30 at 1 p.m. EST.

What are QVC's plans for expanding accessible product offerings?

QVC plans to attract new brands and develop proprietary products for its Accessible & Adaptive category.

How does QVC plan to ensure an inclusive shopping experience?

QVC is conducting a comprehensive review of all customer touchpoints to improve accessibility and promote a barrier-free experience.