QVC on a journey to “bring shopping to life for everyone”

QVC announces a new ‘Adaptive & Accessible’ category, and Selma Blair becomes their Brand Ambassador for Accessibility.

For many of the 57 million Americans living with a disability the advantages of being able to shop without ever leaving home are pretty obvious, so the recent announcement that QVC is launching a dedicated “Adaptive & Accessible” category that includes products across fashion, beauty, home and electronics has been welcomed by shoppers looking for a more inclusive and fun shopping experience.

QVC, the original TV shopping channel set up some 35 years ago (now part of Qurate Retail Group), describes itself as a “leader in video commerce, Ecommerce and social commerce” with their second US channel, QVC2, offering 40 hours of live content per week. While they’ve featured a number of adaptive products for a few years and introduced adaptive fashion 18 months ago, as Rachel Ungaro, general merchandise manager and vice president of fashion merchandising for QVC comments on the launch of this new category: “We believe everyone deserves inclusive shopping experiences, services and products that make them feel seen, including the millions of Americans who are living with a disability; ageing in place or assisted living; recovering from a surgery, illness or injury; or supporting others as a caregiver

Selma Blair, known for her acting roles in ‘Cruel Intentions’ and ‘Legally Blonde,’ and most recently for her appearance on Dancing with the Stars, will become the brand’s ambassador. Blair who was diagnosed with multiple sclerosis in 2018 has become a passionate advocate and author for disability and inclusion, and has frequently spoken about how her MS diagnosis has impacted her style, and her shopping choices.

As live shopping continues to grow the opportunity to show products in a more interactive and meaningful way is great for brands - product demonstrations, helpful advice, and enabling customers to ask questions and get answers instantly help connect with customers, and create a more personalized shopping experience.

Photo Credit: QVC