We’d just completed writing the story of working life at home shopping giant QVC when the news came in: QVC was to become part of a huge new group of brands. The new entity was named Qurate Retail Group, and they wanted a story too. As did the other brands - zulily, HSN and Cornerstone - and each story needed to feel connected. The question we faced was: did the QVC Story still have value?
Working closely with key contacts in the UK and USA, we dug deeply into the culture and ethos of each brands.
We tested the QVC Story against them and made a surprising discovery: that they all share a similar approach to how they do things, what they believe and how they want their team members’ experience to be.
With this knowledge, we were able to build on the QVC Story to define and create bespoke, but complementary stories for each brand - and for the Qurate Retail Group as a whole. A suite of stories that together describe one big family, sharing the same aims and ideals, but with subtly different personalities.