"Championing the platform is QVC's Quentissential 50 (Q50), a group of women including public figures like Donna Kelce and TV personality Kathie Lee Gifford."
"Despite its traditional appeal, QVC's pivot to TikTok is strategic; reaching Gen X women on a platform they're increasingly using for shopping."
"'Gen X is there. Gen X women are there. I am there,' Dunleavy said. 'So for us, it's a way to get in front of that audienceâ¦'."
"With 24% of Gen X users on TikTok daily and many interested in shopping, QVC aims to leverage this audience effectively."
QVC is expanding its 'Age of Possibility' program into a second year by partnering with TikTok for an eight-hour livestream shopping event focused on women over 50. Titled Quentissential 50 (Q50), the initiative features prominent ambassadors and aims to empower the older generation. The event reflects a strategic shift for QVC as it embraces TikTok, a platform popular among millennials and Gen Z while also resonating with Gen X, who are increasingly engaged in shopping online. This crossover aims to cater to Gen X women effectively.
Read at Marketing Dive
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