QVC Plans to Reformat Fashion Channel to Q2
Call it the post-Yuppie channel.
Barry Diller’s QVC Network has acknowledged that it will reformat the Fashion Channel into an upscale, “contemporary” home shopping channel aimed at the health-conscious and upwardly mobile set.
The redesigned shopping channel--named Q2--will be headed by Candace M. Carpenter, former head of Time-Life Television and Video and a six-year marketing veteran with American Express.
“This channel is for people who are incredibly busy and do not traditionally watch home shopping,” said Carpenter.
QVC promises Q2 will “provide creative solutions to everyday problems” such as “how to look great without living in a gym, finding the computer that’s meant for you . . . buying and using a mountain bike, turning your bathtub into a spa . . . camping for beginners . . . “
Q2 is scheduled to debut in the spring of 1994.
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