Is QVC about to be Amazon'd?

Think QVC — except its online and much more focused on younger consumers. Amazon.com has launched its first live, interactive show online — Style Code Live — that, as its name suggests, is focused on using entertainment to sell consumers fashion and beauty products. The show, which made its premiere at 9:00 PM ET last night, is seen as a forum for Amazon to aggressively promote its own private labels. As reportedly recently by Quartz, Amazon has launched seven different own brands for men's, women's and children's clothing and accessories. The show will stream live Monday through Thursday and run a "best of" show on Friday nights. The show's cast features three young hosts: Lyndsey Rodrigues, Rachel Smith and Frankie Grande. Ms. Rodrigues, whose fashion sense is described as "edgy yet totally approachable" and influenced by New York has served as a host of MTV's Total Request Live. Ms. Smith, a former Miss USA winner and an entertainment correspondent at ABC News and for Good Morning America, sports a style that Amazon describes as "classic and feminine." She does admit, however, to "loving a gutsy look and spending her weekends in harem pants." Finally, Mr. Grande came to national fame following his appearance on the CBS network's Big Brother 16. It was revealed during the show that Mr. Grande is the older half-brother of recording star and actress Ariana Grande. "Style Code Live gives viewers a first-of-its-kind daily style and entertainment experience. We're live, interactive, and covering the latest trends in fashion and beauty each weeknight — with guest experts, celebrities, and viewer tips," said Terence Noonan, the show's executive producer, in a statement. "We are building a community and are super excited for our viewers to be part of it." Style Code Live emphasizes interactivity with live chat that include chime-ins from the hosts, style links and a "love bag" where viewers can "applaud" segments of the show.

• Style Code Live - Amazon.com
• Amazon Introduces Style Code Live - Amazon.com
• Amazon's first live show is QVC for the YouTube generation - Engadget
• Can Amazon dominate apparel with its own private labels? - RetailWire

Source: amazon.com/stylecodelive