Nine West launched dedicated shoe channel on YouTube

Michelle Clancy | 22-08-2012

Shoe retailer Nine West has launched a YouTube network, Channel 9, targeting shoe and fashion fanatics through what it calls "compelling and shareable premium programming." The channel will also showcase user-generated content.

Channel 9 will be available via microsite, YouTube, Facebook, Twitter and Tumblr pages.
"What we are creating goes far beyond providing branded content," said Richard Dickson, president and CEO of Nine West owner The Jones Group. "Channel 9 is a new and innovative first-to-market portal for the footwear- and fashion-obsessed that will bring brand adjacent content and entertainment to viewers. We believe that a destination of this caliber is missing and will be welcomed by an audience that we know is actively consuming content across multiple digital channels."
You've Been Schooled: Fashion Shoot 101 features fashion guru and reality TV star Kelly Cutrone and other style professionals talking about working on a big time photo shoot, from key makeup to wardrobe styling.
Shoe Fix is hosted by YouTube Stars Megan and Liz, and shot at Nine West's Nashville retail store. It gives women expert advice on how to pick the right shoes, as well as DIY shoe repair tips.
Confessions includes celebrities discussing their experiences in their favorite pair of shoes. Users will be encouraged to submit their own confessions.
The channel will be promoted through substantial marketing initiatives including advertising in taxi cabs and digital panels near subway entrances in New York City, national media buys and partnerships with influential fashion websites, amplification over Nine West's digital and social media channels, and an extensive public relations campaign.