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">
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.