The Home Shopping Network is establishing itself as a beauty authority with its 360-degree lifestyle platform integrating television and the Internet.
"We're trying to 'dimensionalize' our business for people. We want to create a venue where people can watch, learn, be inspired and gain confidence in the products that are right for them," said Mindy Grossman, chief executive officer of IAC Retailing at Barry Diller's IAC/InterActiveCorp, which owns HSN. "Since we relaunched our Web site, we've changed our whole approach to creating both our live and creative content. The beauty category was already a big focus, but now we can create more assets and utilize our content."
With 75 brands in the assortment — 40 of which were introduced in the last year — the company plans to double its beauty business over the next two to three years, according to Grossman.
"Beauty is one of our faster-growing businesses, and we want to see beauty outpace the growth of our overall business."
Before the recent push, HSN had viewed beauty as the most demonstrable category in terms of innovation, problem solution, efficacy and emotion. But in order to grow the category, the company decided to develop a 360-degree platform incorporating television, Web, podcasts and other multimedia content.
As part of the initiative, the company relaunched its Web site in August so that its editorial content and overall message was more cohesive with the television network.
"If our whole strategy is to create a lifestyle, customers' experiences have to be consistent no matter where they interface with HSN," said Grossman. "Our mission on television and on the Web is to increase our active customer base and viewership. It's not about the products. It's about the actual innovators of the products telling you the how, what and where."
The company's Web site has a new look, new category segmentations and a new navigation system with more interactive tools giving consumers brand specific "how-to" videos designed specifically for the Web featuring the products' creators. According to Grossman, every product has its own demo video. As a result, the company has seen an increased session length and conversion rate on its site."We view the Web as a 365-day vehicle for curating our beauty offerings and keeping customers engaged in between television sessions," said Grossman. "In the past, we felt that television would bring our consumers to the Web, but we believe we can use the Web to drive consumers to their televisions. A multichannel customer is most valuable if they're engaged 365 days a year."
Other initiatives include creating original content for podcasts as well as YouTube and on-demand television where consumers can browse through segments and shop by remote.
As part of an initiative across the company, HSN plans to expand its "green" assortment by enlarging its beauty offerings with brands like Desert Essence Organics.
According to Grossman, in the upcoming year the company hopes to expand by offering more global brands that may not be accessible to the U.S. consumer, in addition to bringing in products and brands that appeal to a more ethnically diverse population. HSN is also building its portfolio by expanding underdeveloped categories such as color cosmetics and hair treatments, tools and accessories.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast