>> I'm Sloane, and this is my Christmas->> QVC and the Home Shopping Network, or HSN, are overhauling their branding and merchandise to tackle the biggest threat to their business, Amazon. Qurate, the parent company of QVC, acquired rival HSN for $2.1 billion last year, so the networks could combine forces as both rely on selling products over TV in the age of online shopping.
Reuters correspondent Melissa Fares.>> So the thing that QVC has always been good at is connecting with people who tune in, who pay their cable subscriptions on time, and who like to connect with a guest or a host. And that's worked for them for a really long time.
But now in this day and age of cord cutting, and sort of the advancements of e-commerce and Amazon's huge place in the retail space, they're struggling.>> To set themselves apart, QVC and HSN are now betting big on beauty products. They're slashing high-priced electronics and some home goods such as vacuum cleaners and blenders, instead adding more niche cosmetic and lotion brands.
But that might not be enough to reel in millennials who think that TV retailing is old fashioned and nearly extinct.>> Younger people, they're just more attracted to different forms of shopping. They're not used to home shopping. That's something that sort of baby boomers are used to. QVC's core customer is a woman who's between 35 to 65 and watches this show for hours and hours.
And millennials have an average attention span of eight seconds.>> QVC and HSN are also pursuing millennials where they spend most of their time, social media. Launching click to buy links on Instagram and Facebook live streams to sell fashion items such as earrings, shoes, and jeans, hoping it's only a matter of time that lifestyle-obsessed millennials give TV retailers a real shot.