The brand, owned by The Jones Group Inc., launched a new YouTube network called Channel 9 on Tuesday.
Connected to Nine West’s Facebook, Twitter and Tumblr pages, Channel 9 aims to interact with consumers via a video-centric platform to celebrate shoes and elevate the brand.
“What we are creating goes far beyond providing branded content,” said Richard Dickson, president and CEO of branded businesses at 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 videos currently include “You’ve Been Schooled: Fashion Shoot 101,” where reality TV star Kelly Cutrone and other style professionals share experiences about working on a major photo shoot, from key makeup to wardrobe styling.
There’s also “Shoe Fix,” hosted by popular YouTube personalities Megan and Liz, who offer advice on how to pick the right shoes and use DIY shoe repairs. Channel 9 is produced by Hud:sun Media. Michael Rourke, CEO of the firm, said in a statement, “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 advertising placements in taxi cabs and digital panels near subway entrances in New York, as well as 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.