|Nine and the Gang "Uptown Girl" Autumn 2013 Ad Campaign|
Women love, love L♥VE shoes. (Me and my 60-odd pairs of shoes can definitely testify to that). We shop for them with a passion that eclipses desire for all other accessories. So, imagine a store in which every shoe we (women) see, is a shoe which we are sure to CRAVE — Nine West has done just that! ...
Unlike other retailers, who have declared that a “more is more” limitless landscape is the way to a customer’s heart, Nine West has shrewdly focused on curation to ignite and satisfy insatiable shoe lust. Rather than engulf a customer with volume, Nine West has chosen to present women with only the best of what she’s looking for in pumps, platforms, flats, boots, slip-ons and sandals.
The brand’s flagship store on Lexington Avenue in New York City is the first to showcase this contemporary make-over. The Pump Wall is the store’s main attraction: a floor to ceiling, minimalist-style display of the brand’s hero shoe design - pumps. The new store features 9 other trend walls, including a Boot Bar and Ballet Bar, as well as inter-changing trend-driven walls with themes such as “rocker glam” and “modern bohemian”.
|Nine West flagship store on Lexington Avenue, NYC|
Nine West stores in South Africa are joining in on the make-over with the introduction of The Pump Wall in the Sandton, Gateway and V&A Waterfront stores beginning February 2013 (So Exciting!). The local version of the store feature will see all Nine West pumps grouped together and beautifully displayed. The "Uptown" trend, from the “Nine & The Gang” advertising campaign, will launch in-store in February 2013 with "Boho Chic", introducing the winter season's collection of boots and booties, launching at the end of March/beginning of April 2013. Local Nine West stores will gradually integrate elements of the new store format to align with the brand’s international strategy.
|Nine West in Sandton City|
Nine West's successful partnership with last year’s “America’s Next Top Model: College Edition” and the second season of “Project Runway All Stars” highlights the brands relevancy in popular culture. In addition, the brand has tapped into shoppers’ growing fascination and reliance on content sharing and projections; offering outlets to transmit their enthusiasm for these experiences via onsite portals to social media. Now customers can post her delicious discovery of the perfect shoe – for today, anyway – on Channel 9, a digital portal pioneering the online shoe conversation, before she has even gotten to the checkout counter.
Nine West's presence continues to expand on a global landscape as a brand that incites its customers to shop for inspiration, dream in fashion, and revel in their individuality.