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Stan Herman, designer of robes, loungewear and sleepwear bearing his name, reached the $100 million milestone at QVC in mid-March.
This story first appeared in the April 13, 2009 issue of WWD. Subscribe Today.
Herman, who has sold his products on the shopping network since 1995, licensed his brand to the Carole Hochman Design Group in 2004. The Hochman firm manufactures and distributes Herman’s signature collection to major stores, as well as exclusives for the $7.3 billion QVC.
“I’m one of the oldest designer names on QVC along with Bob Mackie, who came on around the same time,” Herman said. “Joan Rivers has been on for 18 years. When I was first approached, somebody came to me and said, ‘There’s a customer who shops at home and wears loungewear.’ Nobody had ever sold loungewear like that before. It was an immediate hit because a lot of women don’t like trying on clothes in stores, and QVC’s return policy is so easy.”
Doug Howe, chief merchandising officer at QVC, said, “Part of our business model is customer engagement, and Stan has a wonderful way of talking to customers. Stan is a wonderful ambassador of QVC.…We take live calls from customers and Stan’s the best at that by asking questions such as, ‘What did you buy? What do you like about it?’”
Howe said in the past 15 years, Herman has sold “more than five million units” on QVC.
“He’s not only a great partner in growing his own business, but a great partner by introducing several [designer] partners when he was president of the CFDA,” Howe added.
Regarding top-selling items, Herman said, “The number-one sellers always have some form of zip wrap, long or short. The second top sellers are two-piece lounge sets. We always show live with two models, one who is an extra small and the other who is a 1X. I stand in the middle and say. ‘Look, this is the way clothing should look.’ That’s one of the big strengths of QVC.”
Herman’s designs retail from $35 to $50 on QVC. The designer said he was “extremely honored” that QVC is celebrating the $100 million milestone by making a donation to the University of Cincinnati’s Stan Herman Fashion Library Fund at the Robert A. Deshon and Karl J. Schlachter Library for Design, Architecture, Art and Planning. Herman received an honorary doctorate in fine arts from the school in 2008.