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. ...