I think the problem is that the main customers for a channel like QVC in US are not the highly urban populations of the major cities or the more outward looking elements on the east and west coasts, who are no doubt in touch with what else is going on in style and fashion around the globe... When you instead cast your eyes further inland you see a different world. I think this has been one of the telling things about the recent presidential election result. There are two Americas and the two are nothing alike. For the designers and stylists at QVC, no matter where they come from themselves, they have to design for the target market. So it doesn't matter whether someone trained in Paris or Milan or whatever... they are not selling haute couture or any like it... they are selling serviceable polyester jersey that doesn't show the stains and strains of the wearer. For being in tune with their target market, QVC's base in Pennsylvania is about right. They have the cities, but also coalmining and farming, and it's one of the states that flipped from Democrat to Republican in the election...
So then you get QVC in the UK, which are not big enough to go it alone for deals for everything (they are big enough on some, mainly European, brands), based in London and trying to convince us that they have the finger on the pulse... I wonder what sort of QVC we would get if their studios were based closer to the warehouse? It might be very different, and possibly edgier - after all Liverpool gave us Brookside back in the day.
Generally, though on fashion and style items, the US market marches to a different drum to our market. Yes it will sell, but at the same time it turns of a ton of other customers. Beauty is simpler - European brands can mainly hold sway... especially on skincare, so there is less of a pull towards the US brands. I must say that they could do with some European cosmetic competition, but I wonder if the European brand owners are game for that?
With the "home" items, I have come to the conclusion that with a few exceptions, QVC commission the designers to do things for them, which QVC then make. And I suspect it's not quite as hands-on as we're led to believe. Maybe it's more along the lines of touring warehouses and picking out stuff rather than seeing through a design brief with the factories. I'm getting far too cynical!
I'm sure if you saw Alison Cork's designer range, and the Kelly Hoppen designer range - the quality would be very different (as well as the prices).
I've not been tempted to buy, but despite Jill Franks' manic behaviour last night on the launch, I enjoyed watching and listening to Alison herself. She's got a very nice manner about her.