QVC named actress Selma Blair, who has multiple sclerosis, as its brand ambassador for accessibility as part of an initiative aimed at offering more accessible and adaptive products. (QVC)
A mainstay of home shopping is launching a new effort to emphasize products that are accessible and adaptive.
QVC said it is introducing an on-air show called “Accessible Living” to highlight “products that simplify everyday tasks and promote independent living.” The network indicated that it is also working to more frequently demonstrate the accessibility of various products across its programming.
In addition, QVC has added an “Accessible & Adaptive” category to its website to showcase hundreds of products ranging from fashion to home, electronics and beauty, the company said, noting that the focus on accessibility is in response to customer demand.
Advertisement – Continue Reading Below
“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, vice president of fashion merchandising at QVC. “Our goal is to meet each customer where they are in the arc of life and empower them to express their own unique style.”
Ungaro said that QVC will be expanding its accessible and adaptive offerings by bringing in products from existing vendors and new brands and developing its own products and brands.
QVC is working with actress Selma Blair, who has multiple sclerosis, as well as Maura Horton, who founded the adaptive apparel company MagnaReady, on the initiative. In addition, the network indicated that many of those behind the accessibility effort are connected to the disability and caregiving communities.
“This journey is personal for many team members,” Ungaro said. “We know this is a long-term project, with plenty to learn along the way. We are committed to listening and evolving, so we can make a lasting difference.”
Read more stories like this one. Sign up for Disability Scoop’s free email newsletter to get the latest developmental disability news sent straight to your inbox.