By  on August 24, 2012

With the addition of more exclusive fashion-forward accessories to its product mix, HSN has slowly changed how the industry views its business strategy and its customer, according to Bill Brand, executive vice president of programming, marketing and business development.

“When it comes to the product, it’s about being on trend. It’s about our merchants creating product that hits our sweet spot,” he said, emphasizing the accessories and footwear categories as a standard bearer for HSN’s growth. “When it comes to accessories, over the past three years, you’ve seen more national brands.”

Beamed into 96 million homes across the U.S. with live-streaming segments available on its Web and digital sites, HSN has shrugged off the stigma of a shopping channel for dowdy couch potatoes and emerged as one of retail’s most innovative multiplatform companies by luring in well-known designers and brand ambassadors. In recent years, HSN has fueled its growth by adding popular names such as Badgley Mischka, Naeem Khan, Iris Apfel, Sam Edelman, Vince Camuto, Carlos Falchi, Jessica Simpson, Serena Williams, Iman and Twiggy.

 

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