QVC apologizes to its Asian American customers

QVC sent out an email meant to drum up sales for a handbag. Instead, that attempt at marketing backfired and the company found itself offering an apology to both its Asian and women customers.

Fox Business reports the shopping channel sent out the promotion on International Women’s Day.

The email read “you’ll love this bag longtime.” It reminded many of a similar line “Me love you longtime” from the 1987 movie Full Metal Jacket said by an Asian prostitute.

The scene has long been cited as an example of the stereotypical and demeaning portrayal of Asian women by Hollywood.

“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,” QVC President Mike Fitzharris said in his apology to customers, NBC reported. “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.”

The company vowed to work closely with its diversity, equity and inclusion team to ensure this doesn’t happen again.

“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,” Fitzharris continued.

So far QVC has declined to respond to any questions from the media.