ON Q: A GROWN-UP LOOK ...... 07-19-9407-19-94ON Q: A GROWN-UP LOOK ...Byline: SHARON EDELSONNEW YORK -- On Q burst onto the home shopping scene in March, looking like a slightly unkempt child, with its...
ON Q: A GROWN-UP LOOK ...Byline: SHARON EDELSONNEW YORK -- On Q burst onto the home shopping scene in March, looking like a slightly unkempt child, with its garish lighting and rough planks for runways.Now, the new QVC service that is geared to a young adult audience is trying to polish its image without losing its youthful edge."We're learning a little bit about product and a lot about format," said Caryn Lerner, vice president of On Q.On Q is not for the customer who cherishes classics. The On Q viewer wants a hot new outfit to wear on Saturday night and another for the following weekend."Product that has sold well has been more current and trend-driven," Lerner said. "Basics haven't done a lot."She said sheer silver blouses and Adidas leggings with racing stripes were hot sellers.Studio A, the West Chester, Pa., facility where On Q shoots live two days a week, just underwent a $1 million-plus renovation, according to Lerner. By August, On Q will be on the air three full days.The new set features big columns that, with paint, can be made to look like wood or marble. They can also be draped or covered with fabric.While the new set is more sophisticated, Lerner said, "There are times where raw and younger is more appropriate. Our strength will be our versatility."On Q sometimes tries to re-create a designer's showroom. For Cynthia Rowley's show, wrought iron was incorporated into the set because it appears in her New York showroom. Vivienne Tam's set had a marble background with a luxurious red velvet seating area.Lerner said it showed off the colors of Tam's collection -- mainly white and black -- to maximum effect.In addition to the visual evolution, Lerner is changing the channel's pacing.A new product is introduced every two to three minutes. Lerner wants to accelerate that pace even more."I'm going to try to separate the sell from the entertainment and informational piece," Lerner said. "The sell just gives the information that the viewer needs to make the purchase. That will go down from 3 1/2 minutes to 90 seconds. Then we will devote specific amounts of time to the editorial and soft sell."We believe we need to show the product more frequently than QVC does," Lerner said. "An item may run Monday morning, Wednesday afternoon and Thursday night. We do it because people watch at different times. Also, we've so accelerated the time in which the product is on air, we want to put it on again if by chance we were too fast."<FD:"2.x Reference">
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion