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.”
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