From bad to worse: QVC doubles down on DEI after groveling over ‘derogatory’ marketing promo

A home shopping network wasted no time rolling out its grovel game after an ill-conceived marketing promotion saw them stepping on more than one rake.

International Women’s Day may have come and gone for many as little more than another note on the calendar, but for the team at QVC, it was a chance to score some intersectional sales. Unfortunately, their inclusive diversity found equality with a rather suggestive tagline that did double duty with “derogatory language.”

In promoting a bag as their “Today’s Special Value®” product, the shopping network blasted their customers with an email subject line that read “You’ll Love This Bag Longtime,” seemingly referencing dialogue from a Vietnamese prostitute in “Full Metal Jacket” who said, “Me love you longtime.”

QVC President Mike Fitzharris wasted little time packing on the buzzwords as he issued an apology that likely did little to appease those offended, irked conservative customers and only drew more attention to the issue as one social media user wrote, “Point is, nobody but the 3 people who complained would have known. You threw yourself down the stairs dummies.”

In his message, Fitzharris wrote, “Earlier today, you received a marketing email for our Today’s Special Value® that used derogatory language that is offensive, particularly to the Asian community and women, in the subject line. As the president of QVC®, I am personally sending this email because I want to apologize deeply that this happened.”

“It runs counter to our values and principles as an organization and is in no way reflective of our commitment to Diversity, Equity and Inclusion, something that makes us stronger as an organization,” he contended. “What this does reinforce is the need to stay steadfast in being intentional and inclusive in all the ways that we show up — with our customers, our team members, and all our stakeholders.”

“It’s pitiful how so many corporations have fallen for this DEI bullsh*t,” a recipient of the email weighed in and added, “What an absolute joke.”

The president’s apology continued, “We are making immediate improvements to our process so that something like this does not happen again. This will be done closely with our Diversity, Equity, and Inclusion team to ensure we provide diverse perspectives and reviews with our language.”

“We need to do better, and we will do better,” assured Fitzharris. “I am sorry we didn’t do better today.”

Others were quick to point out that the founders of Lug, the bag being promoted in the email, were Ami and Jason Richter and that she was very much an Asian woman.

Jason and Ami Richter

As curious minds sought out what QVC was apologizing for, reactions showed exactly why apologizing to the victimhood class is a losing proposition.

Kevin Haggerty


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