Amazon.com is doubling down in fashion and taking on the likes of HSN and QVC with “Style Code Live,” a free streamed show that will offer fashion tips and an easy path to purchase from the e-commerce goliath.
The 30-minute show will stream live Monday through Thursday at www.amazon.com/stylecodelive, 9 p.m. EST, with a “best of” edition on Fridays.
The show will be hosted by Lyndsey Rodrigues, who has hosted MTV’s “Total Request Live;” Rachel Smith, a correspondent at ABC News for “Good Morning America” and “Nightline,” and Frankie Grande, an actor best known for his spot on “Big Brother 16.”
“Our customers love fashion, and have wanted a place to keep up with new trends and get expert tips,” said Munira Rahemtulla, head of “Style Code Live.” “We created ‘Style Code Live’ for them, and we are just getting started with this show.”
Executive producer Terence Noonan added: “We’re live, interactive and covering the latest trends in fashion and beauty each weeknight — with guest experts, celebrities and viewer tips. We are building a community and are superexcited for our viewers to be part of it.”
The premiere, airing Tuesday, will feature Danielle Bernstein, founder of fashion blog WeWoreWhat, who will talk about her three must-haves for spring. Following episodes will include musician Meghan Trainor, actress Keri Russell and YouTube star Tati Westbrook.
“Style Code” includes a number of interactive features, such as Live Chat, a “Style Carousel” that features products from the show that are available on Amazon, a running list of links for products, and topics discussed on a “Style Code Love Bag” that lets the audience “applaud” segments.
Amazon has an unusually broad positioning in the commercial sphere, which it’s just starting to bring to the fore in fashion. The company has a vast live-streaming business already, a network of millions of shoppers and a national fast-response distribution network that could make it a formidable competitor in the home shopping space.
The show is just the latest sign that Amazon is ramping up in fashion.
The company, which logged revenues of $107 billion last year, quietly introduced its own private label apparel lines and has been looking to hire a team to further the effort.