QVC, the West Chester-based shopping giant, is one of the few companies withstanding Amazon’s retail offensive, writes Gerry Smith for Bloomberg.

Amazon has invaded QVC’s turf by duplicating its approach with its “Style Code Live” show. This has millennial’s promoting the fashion and beauty products available from Amazon on live television.

“They tried to copy everything about our show,” said Mike George, QVC’s CEO.

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This often spells doom for Amazon’s rivals, but with QVC, Amazon folded first. The online retailer canceled the show after a year, after it found that QVC’s formula of using unscripted hosts to demonstrate products to a mainly female audience was not as easy as it looked.

QVC is increasing its online presence, with almost half of its sales online. And with the acquisition of the Home Shopping Network, it has become the third-largest e-commerce retailer in North America, behind Amazon and Walmart.

Read more about QVC’s strategy at Bloomberg here, and check out previous VISTA Today coverage of the company here.

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