QVC Raises Its Fashion Quotient at Fashion Week and on Oscar's Red Carpet

(MoneyWatch)  For those who can remember the nascent days of shopping via dedicated channels on TV, it's hard to imagine such outlets could produce anything more fashionable than high-waisted mom jeans and colorful costume jewelry. But times have changed, and QVC has stepped up its sartorial game. Its latest foray into two such prestigious events should further boost the multimedia retailer's style quotient, not to mention revenue.

As a wholly-owned subsidiary of Liberty Media Corporation (LINTA), QVC is no slouch. In fact, QVC's third quarter consolidated revenue increased 2% to $1.7 billion. It will take a turn in the tents at Bryant Park during Mercedes Benz Fashion Week and throw a party for fashion's glitterati during the Academy Awards. Expect a shower of chic to rain on those not in NYC or LA. At Fashion Week, a host of buy now/wear now spring collections will launch from such QVC designer alums as Isaac Mizrahi, Rachel Zoe, Erin Fetherston, and Pamela Dennis. Making their QVC debuts are Thuy, Mara Hoffman, Erica Davies, Pamella Roland and Christian Francis Roth. Color me impressed, but this list represents some of the best vets and emerging talent in the business.

QVC will supplement the shows (and the sales, no doubt) with companion programming on Feb. 14 (11 p.m. to 12 a.m.) and Feb. 16 (10 to 11 p.m.). And, not to be remiss on the charitable front, with its "Fashion for Haiti" initiative, the retailer will peddle T-shirts on-air, online, and at its Bryant Park shows -- proceeds to benefit the Clinton Bush Haiti Fund, of course.

Two weeks later on the opposite coast, QVC will play host to what it hopes will be a gaggle of celebs, chatting it up with some of the aforementioned designers. The aim: to showcase and sell the products packed into QVC gift bags especially prepared for the party during two three-hour live broadcasts March 5 (6 to 9 p.m.) and March 6 (6 to 9 p.m.). Booth Moore, fashion critic for the LA Times pronounced the idea "genius," noting it was about time someone took advantage of the effort and money spent placing product during the run up to the Awards.

What's really smart on QVC's part is its ability to consistently offer its audience the goods people are sure to fall in love with (and then decide they can't live without). Most women can't afford a red carpet Prada gown or an armload of Cartier diamonds, but they can slather their faces with Cindy Crawford's anti-aging serums or snag celebrity stylist Rachel Zoe's $135 "simulated" diamond bracelet -- and feel like a million bucks.

I can hear a chorus of call center phones ringing already.