QVC apologizes for racist 'longtime' email to customers


Home shopping network QVC has issued a public apology after facing backlash for using racially insensitive language in a marketing email subject line.

Key points:

  • On March 8, QVC blasted customers with a marketing email with the subject "You'll love this bag longtime," referencing a movie line that promotes harmful stereotypes of Asian women.

  • The incident sparked criticism on social media, especially since it occurred on International Women's Day.

  • QVC President Mike Fitzharris promptly issued an apology in a follow-up email to customers, acknowledging the offensiveness of the language, especially to the Asian community.


The details:

  • The phrase "love you long time" has its roots in the film “Full Metal Jacket” and is seen as a degradation and oversexualization of Asian women.

  • The controversial email, which promoted a "Today's Special Value" item, was blasted by critics online, with one X user highlighting the email's offensive subject line and noting that the promoted bag's co-founder, Amy Richter of Lug, is of Asian descent.

  • Fitzharris said he wanted to "apologize deeply" for the email that he stressed contradicted QVC's stated commitment to diversity, equity and inclusion (DEI). QVC has pledged to work with its DEI team to prevent similar incidents from happening in the future.


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  • Despite being part of Qurate Retail Group, a company recognized for its diversity initiatives, QVC itself has a problematic track record. This includes a 2015 on-air incident where a host seemingly made a disparaging remark about a Black model's natural hair.

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