Amazon cancels its QVC-like shopping show ‘Style Code Live’ – TechCrunch
Amazonâ€™s own take on a QVC-like home shopping experience, â€œStyle Code Live,â€ has gone off the air. The live program, first launched in March 2016, was streamed online and via mobile to Amazon shoppers, who could learn about fashion and beauty tips from style experts, then instantly shop the products being featured on the show. Just ahead of the Memorial Day weekend here in the U.S., â€œStyle Code Liveâ€ announced it would air its final program.
The news of the programâ€™s terminationÂ was first reported by Page Six, which heard from a source close to production that the termination was announced abruptly at a staff meeting on Friday.
â€œThereâ€™s no more shows, but everyone can stay on until July with pay to help cancel current bookings and wind things down,â€ the source said staff were told, according to the report.
Amazon confirmed the showâ€™s cancellation with TechCrunch, but declined to share any numbers related to the show â€” like how many viewers it had attracted the year-plus it was live, or how many sales itÂ had generated.
In case you missed it the first time around, â€œStyle Code Liveâ€ was ultimately anÂ experimentÂ as to whether or not Amazon could reproduce the same sort of influence that YouTube stars and others on social media have to power sales acrossÂ the retailerâ€™s site.
The programâ€™s hosts â€” Lyndsey Rodrigues, Rachel Smith and Frankie Grande (Arianaâ€™s brother) â€” all had TV and broadcast backgrounds before joining Amazon. Rodrigues previously hosted MTVâ€™s â€œTotal Request Live,â€ while Smith wasÂ a correspondent at ABC News. Grande was more of a TV personality, having appeared on CBSâ€™s â€œBig Brother 16â€ and on Broadway in â€œRock of Ages.â€
The overall format was something akin to a cross between QVCâ€™s host selling experience and the sort of fluffy daytime TV programming where youâ€™d see segments focused onÂ fashion makeovers or other style andÂ beauty tips. The show even was able to pull in some star power for its launch, with big names likeÂ Grammy winner Meghan Trainor, actress Keri Russell and YouTube star Tati Westbrook stopping by. Later shows included appearances byÂ Sarah Jessica Parker, Kourtney Kardashian, Kelly Osbourne and Ariel Winter.
Page Six tied the showâ€™s shutdown to Amazonâ€™s larger struggles to produce hit television programming â€” a reference to the cancellations of Amazon shows like â€œGood Girls Revoltâ€ and others.
That comparison feels off the mark, however.
Amazon, if anything, has been steadily improving its video content over the years, having even taken home Emmys for shows like â€œTransparent,â€ â€œLost in Ozâ€Â andÂ others. It recently won a Golden Globe for legal drama â€œGoliath,â€ plusÂ its first Golden Globe film award for â€œManchester by the Sea,â€ and its first set of Oscars, too.
Instead, Amazonâ€™s â€œStyle Code Liveâ€ seemed to be more of an effort by the retailer to attract the same kind of audience who today turn toÂ YouTube stars and Instagram influencers to discoverÂ the bestÂ new products, fashion, accessories and makeup, then push those consumersÂ to shop instantlyÂ on Amazonâ€™s site.
Connecting with influencers is something Amazon has been focused on more recently â€” having even launched its own social media influencer program this March.
In any event, it appears that Amazonâ€™s live TV efforts werenâ€™t a success,Â regardless of whether you think of it as another Amazon TV failure orÂ something else.
On Friday, the showâ€™s socialÂ media accounts announced that the eveningâ€™s program would be its last. ItsÂ Facebook and Instagram posts stated the following:
â€œAs they say, all good things must come to an end. Tonightâ€™s SCL Rewind will be our last show. Thank you for watching, chatting, and shopping along with us over the past yearâ€”weâ€™ve loved every moment with you. Our viewers and followers have inspired us in so many ways and there is more to come, so â€˜stay tuned!â€™ (Andâ€”of courseâ€”you can always discover and shop the latest in fashion and beauty on Amazon!) We hope youâ€™ll join us one last time tonight as we run through the best of this past week. Thank you, Decoders!â€
The showâ€™s social media accounts have since been deleted.
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