Craftalot
Indigenouscommunities
Out of interest, why did IW start losing all their brands? Was it IW's decision to move downmarket and focus solely on price and change their inventory accordingly, or was it suppliers who increasingly didn't want to use the channel? For instance, both Elizabeth Grant and M Asam were IW originally but both migrated to QVC (M Asam left considerably before EG) and IW was left with nothing. I imagine in these cases it was the brand's decision to leave, rather than IW delisting them, but I'm interested in the general approach of IW2, where they were restricted to an increasingly narrow range of familiar brands - essentially Tower - and more and more Chinese tat started appearing.It's kind of a reverse price comparison. Whereas anyone else would say "You can buy from us and it's less expensive", here they are basically saying "You can buy from other people and it's more expensive". Granted, they are casually tossing in the caveat of "but it's not the same item" and you can see the logic but quite disingenuous all the same.
It's a bit like if Sports Direct did price comparisons, you're almost guaranteed to find a better, longer lasting version of any item in their inventory somewhere else. But it won't be cheaper.
At IW2 (Hamish Version) we started selling Karrimor puffers that looked almost identical to the black North Face jacket that any girl who's been to secondary school in the last three years has (I was wearing one in 2001, ha). Ours was £69.99 but the North Face one is £300+ and I was told that they didn't like making that sort of comparison because 'Karrimor is a quality brand'. Guess what, I've only ever seen the Karrimor one worn inside Ideal World's studio...!
Ironically, L(A)B beauty, who actually were delisted by QVC because of poor reviews and shoddy quality, and who have been hawking their bits of plastic around looking for a home, have appeared on IW...