Strategies Nine West used to break out of their mall brand ID: Pairing with Vivienne Westwood, Thakoon, and Sophia Kokosalaki. Problem: the shoes were too expensive for most Nine West girls, but too cheaply made for $250 shoes. Creating a premium Nine West line of more expensive, fashion forward shoes. Problem: girls didn't want to pay $200 for Nine West shoes when they could pay $200 for Manolos on sale. Ripping off runway styles from other designers. Problem: It was so obvious, and judging from your reactions, so unappealing. So now they're trying something that has nothing to do with shoes: This fall, Nine West is doing a huge push to introduce a new denim line, as seen in Macy's. There are new advertisements, new cuts, new washes, and - we suspect - a new hope that jeans can broaden the brand, and make them more relevant in a market where girls will spend $300 on heels at Bergdorf, or $20 on wedges at Aldo, but not much in between. The jeans cost about $60, but would you ever buy them?
Strategies Nine West used to break out of their mall brand ID: Pairing with Vivienne Westwood, Thakoon, and Sophia Kokosalaki. Problem: the shoes wer