Are you familiar with Evine Live, the American cable channel formerly known as ShopNBC and ShopHQ?
The Prairie, Minnesota-based home shopping channel is direct competition for the beacon of shopping channels, QVC, and hugely popular HSN (Home Shopping Network).
TV shopping has always been big business and celebrity lines have been a major draw for these networks.
QVC is at the center of the storyline in the Golden Globe-nominated film, “Joy,” where Oscar winner Jennifer Lawrence plays Joy Mangano, a self-made millionaire who created an empire off of inventions sold on QVC.
QVC has also had widely successful product lines with the late Joan Rivers (The Joan Rivers Collection), actress/comedienne Sherri Shepherd (LuxHair NOW by Sherri Shepherd) and Rachael Ray (Rachael Ray Cookware), among others.
The widely-popular HSN, which is huge with diversity audiences and a younger consumer, has also had great success with celebrities like talk show host Wendy Williams (Wendy Williams Collection), reality TV star NeNe Leakes (NeNe by NeNe Leakes) and tennis superstar Serena Williams (Serena Williams Signature Statement).
Now, the rebranded Evine is getting in on the celebrity goods as well. Since it re-launched on Feb. 13, 2015, the shopping channel has launched lines with celebrity chef Paula Dean (food items) and infomercial queen/actress Suzanne Somers.
More recently, Evine has premiered a bedding line by former Destiny’s Child member Michelle Williams (Believe at Home by Michelle Williams), a clothing line with singer/actress Vanessa L. Williams (V By Vanessa Williams) and a clothing line by “Entertainment Tonight” anchor Nancy O’Dell (Nancy O’Dell Collection).
Evine believes that putting an emphasis on the digital consumer will set it apart from its direct competition and help the company in its new phase to not experience the financial loss it did before under other names.