FatFace is set to rival QVC with its own live shopping channel.

The fashion retailer, which has stores in Cheltenham, Cirencester and Gloucester, is launching the channel on its website this week, as part of its digital-first focus.

The first in a series of live sessions will launch at 12:30pm tomorrow (November 3), to inspire customers and boost sales in the run-up to Christmas, as reported by Retail Gazette.

The emphasis for the channel will be on the retailer's peak products, through a number of episodes including tips, tricks and style essentials for the festive season, updating favourite pieces and Christmas gift ideas for every budget.

The live sessions will be presented by the retailer's head of womenswear design, Jo Collins, with input from some expert influencers.

Technology powered by Go Instore will allow customers to watch episodes live on the FatFace website and buy products instantly. The episodes will also be available online for shoppers to watch at a later date.

Live shopping is just one way FatFace is working towards a digital transformation, with the aim of achieving 60 per cent digital sales over the next five years.