Nine West Takes Big Digital Step With New Fashion YouTube Channel
Nine West, a division of The Jones Group (NYSE: JNY) ("Jones"), today announced the creation of an exciting new YouTube network Channel 9. Channel 9 is a video-centric digital destination that will engage shoe and fashion fanatics through compelling and shareable premium programming, as well as innovative user generated content all infused with style and pop culture. With Channel 9, Nine West illustrates a unique and unprecedented commitment to provide real multi-platform branded experiences to consumers globally.
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"What we are creating goes far beyond providing branded content," says Richard Dickson, President and Chief Executive Officer of 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."
Channel 9 will be a platform for online users to celebrate shoes and interact with the Nine West brand, as well as some of the fashion and entertainment industries' biggest stars. Users will access Channel 9 in a variety of ways through its microsite,YouTube, Facebook, Twitter and Tumblr pages. Wherever they access it, shoe fans will find a full slate of digital programming covering everything "shoe"- from profiles of shoe addicts and red carpet reporting to how-to videos.
Some of the first series include:
You've Been Schooled: Fashion Shoot 101 (August): In this series, fashion guru and reality TV star Kelly Cutrone and other style professionals teach aspiring fashionistas everything they need to know about working on a big time photo shoot from key makeup to wardrobe styling.
Shoe Fix (August): Hosted by wildly popular YouTube Stars Megan and Liz, Shoe Fix, shot at Nine West's Nashville retail store, gives girls expert advice on how to pick the right shoes, as well as DIY shoe repair tips to keep their shoes looking fabulous.
Confessions (August): Every shoe takes a woman on a journey and every sole has a story. This community based show, led by fashionistas, will include celebrities discussing their experiences in their favorite pair of shoes. Users will be encouraged to submit their own confessions and let the Channel 9 community take a walk in their shoes.
For a complete list of programming see addendum.
Nine West Brand Ambassador of Culture and Noise, Kelly Cutrone, will provide video content giving tips, telling stories and sending special messages to the Channel 9 community members. Cutrone, CEO and Founder of public relations firm People's Revolution, is a judge on the hit CW series America's Next Top Model, a New York Times Best Selling author and a widely recognized TV personality.
Channel 9 will be produced by Hud:sun Media for Nine West. Hud:sun Media is a leading Hollywood production company producing the hit series "Pregnant in Heels" for Bravo and the new docuseries "I'm Having Their Baby" for Oxygen. Hud:sun Media is also a leader in innovative and highly successful digital content, having created the Hulu hit series "Genuine Ken: The Search for the Great American Boyfriend" with Mattel, "Rebecca's Style Studio" with Rebecca Minkoff for Yahoo! and a new upcoming style series with Nina Garcia for AOL.
Michael Rourke, CEO of Hud:sun Media said, "It's rare to be able to work with brands as forward thinking and innovative as Nine West and The Jones Group. What we will be able to produce on Channel 9 will rival the content of any portal or network with great stories, amazing personalities and practical information for every woman who loves shoes and fashion."
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. There will also be experiential activations in New York during Fashion's Night Out that include "confessional" booths for customers to upload their own videos in select Nine West stores, and a partnership with Fiat to create a mobile "confessional" for New York Fashion Week.
Geoff Summerville, Vice President of Media Contacts, said, "The scale and scope of Channel 9 are unprecedented in the category. It enables the brand to create a truly unique experience, inviting consumers to choose how they want to digest content via online, mobile or in-store environments."
(Source: Nine West)