Herring
Muriel's in
For those that are waiting for this venture to fail, I can assure you, things are rosy for the business : )
Well yes: selling very low-cost, low-quality items shipped in from China, marking them at engorged prices (whilst pretending they're at amazing discounts through all the not-a-direct-comparison malarkey) will do what IW's owner want: turn a profit.
It's why TJC is so profitable.
But the pile-it-high approach won't foster a brand that is synonymous with quality. QVC isn't dominant because it's better at the fundamentals of profit, but because it's smarter about what it chooses to sell/be associated with.
Also, rather more on-point for us ASA-hounds, in how it allows those products to be sold.
Putting low-quality products aside, the undoing of IW will be the wilful malfeasance promoted (or dare I say mandated) by those in charge, and espoused by presenters whose moral standards are found 6 feet beneath the proverbial barrel, never mind scraping the bottom of it.
They can shove all their tat in to shiny new studio, but the £15 walking canes, £20 dash cams, sweat-shop fashion, and BPA-riddled plastic toys that Poundland would blush at stocking, will still be seen for what they are: crap.
And while IW may sell lots of Gammon, Gamages, and other gunk (which is, as you say, why we see them so often) they're selling it to an ever-declining audience whose gullible goodwill they'll burn through soon enough (clearly management don't look at the IW social account comments very often)
As one of their presenters (perhaps knowingly) likes to say: people will only buy poor quality once.
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