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QVC streams Lawrence Zarian’s new fashion line | Retail News UK



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QVC®, a prominent live video commerce platform, has joined forces with Lawrence Zarian, a fashion expert and host, to introduce a new fashion line, BEAUTIFUL by Lawrence Zarian, exclusively on QVC. Tailored for women of different ages and body types, the collection boasts dresses, outerwear, and accessories, drawing on Zarian’s three-decade expertise in styling women and understanding their preferences.

The selection comprises 15 items, catering to sizes XXS – 5X, with some styles available in petite. More pieces are set for release in December and beyond, extending through 2024.

Zarian expressed enthusiasm for partnering with QVC, praising their customer-centric approach and unique platform fostering genuine connections with shoppers, making it an ideal launchpad for his collection.

QVC has a history of leading inclusivity on its platform, offering a broad spectrum of sizes since its inception. Their video commerce model not only showcases products but also harnesses customer insights and feedback to continually refine collections.

The rise of v-commerce in the shopping landscape is evident, notably seen during New York Fashion Week’s live streaming for purchases. High-end labels are shifting from traditional websites to direct launches on video shopping platforms like Patricia Bonaldi on Vtex. Emerging platforms such as WhatNot and Fashionica, alongside TikTok Shop leveraging its massive user base, are also entering the fray, signalling a rising era of video-driven shopping experiences.

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