Tuesday, March 11, 2014

The Shopping Channel’s new look: high fashion

In a bid to reach some lofty financial goals, The Shopping Channel is moving in an unlikely direction: upscale, the Globe and Mail's Marina Strauss reports.
At the end of the month, the channel, owned by media giant Rogers Communications Inc., will introduce Canadian fashion design star Kimberley Newport-Mimran – the other half of the Joe Mimran (creator of Joe Fresh) power couple – and her high-end Pink Tartan line. She will appear on air for an hour at a time pitching a $395 floral trench coat and $125 “air-knit” T-shirt.
Pink Tartan joins premium L’Occitane en Provence beauty products and Sam Edelman footwear, which TSC has already launched, in addition to its usual middle-of-the-road clothing and jewellery brands.
“We clearly saw that the customer had an appetite for this,” said TSC president Steven Goldsmith, a veteran of the U.S. shopping channel wars who arrived at the sleepy Canadian competitor 16 months ago with the goal of shaking it up.

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