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?