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Brands in TV-Land
November 2, 2007
It used to be that purveyors and protectors of some brands looked down on shopping-by-TV. Too much of a Vegematic image, I guess.
That may be changing. Take HSN (Home Shopping Network), for example. The company just named Lynne Ronon evp merchandising, and among her designated responsibilities: stewardship of HSN brand partners and the development of exclusive HSN brands.
In her merchandising career, Ronon has worked for Gimbel’s, Saks Fifth Avenue, Lane Crawford, and Burberry. Nothing very “trailer-park” about any of those.
HSN made the HTT Top 50 Retailing Giants list – ranked as No. 50 – with 2006 home textiles sales of $62.0 million. Among the important home textiles suppliers currently featured on the HSN e-commerce site are two rug manufacturers: Colonial Mills and Nourison. Designers and lifestyle mavens like Colin Cowie and Todd English have also found a comfortable home at HSN.
Rival QVC meanwhile, placed No. 28 on the list, with 2006 home textiles sales of $178.0 million.
If combined, these two mainly TV and internet operations (QVC also has seven retail stores) would have $240 million in home textile product sales, sufficient to place at No. 19 on the HTT Top 50.
Shop-by-TV is no longer strictly for the sleep-deprived consumer – or the merchandise liquidator. There is a real opportunity for brand managers to leverage national visibility by intelligent use of these TV- and internet-based retailers.
Posted by James Mammarella on November 2, 2007 | Comments (0)
