Qurate Retail operation QVC is expanding its commitment to growing its accessible and adaptive assortments and has named actor, author and disability advocate Selma Blair as a brand ambassador for accessibility.
QVC is highlighting accessible products within each category and has launched a one-stop digital storefront for these products, with solution-based navigation and options to filter by adaptive features.
In addition, QVC has introduced “Accessible Living,” an on-air show focused on essential home products that simplify everyday tasks and promote an independent lifestyle. Across all v-commerce programming, QVC is demonstrating accessibility features of products more frequently, while also representing the disability, aging, post-surgery and recovery, and caregiving communities in product presentations and images. The retailer is conducting a 360-degree review of all customer touchpoints, it stated, from its advertising to its v-commerce platforms, delivery processes and more, and making changes to increase accessibility and ensure a barrier-free customer experience.
Blair became well known through roles in movies such as “Cruel Intentions” and “Legally Blonde.” In 2018, Blair announced that she had received a multiple sclerosis diagnosis. She went public with her health condition and embraced fans through social media, her memoir “Mean Baby,” and the award-winning documentary “Introducing, Selma Blair,” which chronicled her adapting to new ways of living after her MS diagnosis.
QVC also has partnered with Maura Horton, a disability diversity and inclusion consultant who works to affect change through education, product development, strategic partnerships and embracing global inclusion.
“We believe everyone deserves inclusive shopping experiences, services and products that make them feel seen, including the millions of Americans who are living with a disability, aging in place or in assisted living, recovering from a surgery, illness or injury, or supporting others as a caregiver,” said Rachel Ungaro, QVC general merchandise manager and vp of fashion merchandising, in announcing the Blair and Horton partnerships. “Our goal is to meet each customer where they are in the arc of life and empower them to express their own unique style. We plan to expand our offerings in our Accessible & Adaptive category by attracting new brands to QVC, widening our relationships with existing vendors, and developing proprietary products and brands.”