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| WWD |
Nine West in an attempt to boost up their image and once
again attract their customers, are renovating their stores. Instead of opening
stores that have decided to change the store image adding more modern, hipper,
and more inviting store layout. They have started with their Lexington
flagship.
Their
main attraction will be “The World according to pumps” where they display the
trendiest heels in all shapes and sizes. By 2013 they will have renovated their
US standalone stores.
“A huge percentage of our business is pumps,
but now we’re celebrating it with every color, heel size and material pump.
It’s not just a basic. It’s a go-to,” Dickson told WWD. “We’re redefining footwear retailing.
Before, it was just shoes on a shelf. Now we’re narrating the brand through
walls. We are deconstructing the brand and reconstructing it with a story,”
Dickson said.
They will be having walls with
different themes like rock glam and modern bohemian. They will also be emphasizing the “9” in
every way possible. It will be featured on everything from
printing on shopping bags, to the flagship having nine walls, and their new
slogan “9W. We Do Shoe. With the new slogan they want it to have the same
impact as “Just Do It” has for Nike.
They are
also putting a lot of effort into being a culturally relevant brand with their
sponsorship with America’s Next Top Model College Edition and the Upcoming
Project Runway All Stars in October. They will also put lot of effort into
their digital presence creating apps for their online forums where customers
can talk about shoes in 2013. Digital has been a
priority since 2010 and the brand is active on Facebook where it’s on track to
reach 1 million fans this season; Twitter; Pose; Instagram, and Pinterest.
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