ST. PETERSBURG, Fla. — The Home Shopping Network heralded the relaunch of its Web site Wednesday with an animated cast of experts on its home page, including hairstylist Ken Paves and chef Emeril Lagasse.
The relaunch was designed to trumpet the HSN brand, and spotlight the TV retailer's hosts and high-profile guests. It also is intended to distance HSN from formidable e-commerce players, like Amazon.com, by leveraging the network's TV heritage.
"Our greatest assets are our [on-air] personalities and the fact that we are a TV studio," said Matthew Siegel, senior vice president of e-commerce for HSN. "With this effort we are trying to convey that HSN is a place full of experts, and our Web site is where they live when they are not on air."
To create an animated Web environment, HSN shot videos of all its hosts and frequent guests on a green screen, and then seeded the digital images of them throughout the site. For instance, visitors to the beauty home page will by greeted by host Diana Perkovic, who chats about how to get the right products for salon-looking hair. The page also posts product picks from the HSN staff and customer favorites.
Siegel said the Web site has been in development for six months. He noted that HSN worked with each of the brands to tailor the content strategy to their positioning. For instance, the video clip for Wei East, a skin care range that melds science with traditional Chinese medicine, features the line's founder, Wei Brian, softly speaking to the viewer about product benefits.
"Nature meets beauty at its purest form," says Wei in the clip.
"This is our first bold step into this new playground, and there is so much opportunity here — we are just scratching the surface," said Siegel.
"I don't think that e-commerce has cracked the code yet on how to truly leverage video to drive conversation [to sales]. We are leveraging the fact that we are a TV station to create content to drive conversation," said Siegel. "Our brand is about these big personalities, and about creating real emotional engagement with our consumers."
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)