Bethany Mota is using a new platform to reach her fans and it’s not Snapchat or Periscope.
The YouTube star, who has more than 9 million subscribers, will sell her Bethany Mota line for Aéropostale on QVC.
Mota, who launched her collection with Aéropostale in 2013, will appear on the network on Oct. 5 at 5 p.m. EST, three weeks before the line will hit stores. The assortment, which retails under $50, includes holiday-themed knits, leggings, pajamas and accessories coming in exclusive colors for QVC.
“Showcasing my product on QVC allows me to reach even more people,” said Mota. “I grew up watching the channel and I love the connection they have with consumers.”
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According to Rachel Ungaro, vice president of fashion and beauty merchandising at QVC, Aéropostale approached the shopping network about this partnership.
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“Although Bethany is not a target customer for QVC, they thought that the person who buys her collection is familiar with us because her mother probably shops on QVC,” Ungaro said. “It felt like a nice fit and Bethany is a new name driver for us.”
QVC is tinkering with its format to appeal to Mota’s fan base. The network will hold a sweepstakes on Instagram to fly one of Mota’s fans in for the broadcast, which will feature a live studio audience of Mota’s followers. During the show, QVC will host a Twitter Party to chat with fans and offer giveaways.
Following Mota’s appearance, QVC will start selling Aéropostale products on its e-commerce site beginning Nov. 1.
“We are really seeing if we can attract that different customer base and the customer is going to tell us whether or not this is a venue that she enjoys shopping,” Ungaro said. “It’s unchartered territory for us, but we are excited to see what happens.”
Ungaro told WWD that fashion is trending for QVC, which recently purchased e-commerce site Zulily, and other collection launches this fall include the H by Halston diffusion line.
Mota, who recently released a song, told WWD that she’s interested in developing her own clothing collection and moving into different categories such as accessories, but she doesn’t plan on abandoning her roots.
“I’m continuing to work on my YouTube videos. That’s where it started for me and I see myself continuing to do them for years to come,” Mota said.