Earlier this year, the footwear-focused ecommerce site dropped its subscription model and now it’s making even more changes.
Since Zoe comes on as more of a personality than a stylist, her role will be more visible than, say, arranging shoes. In fact, she’s following in the footsteps of Kim Kardashian, who is credited as being one of the site’s co-founders and has been its most visible face thus far (though, strangely, she’s barely mentioned in the WWD article). We wonder if she’s scaling back her role in the wake of her pregnancy. Or, perhaps they’re just trying to freshen things up.
Like with Kardashian, it seems safe to say that Zoe’s reality TV stardom helped her land the gig. Cofounder Brian Lee told the trade that after surveying 50,000 of its customers, ShoeDazzle found Zoe was number one in terms of whom they’d take stylist advice from.
ShoeDazzle’s emails to customers will contain Zoe’s “style guidance” and she’ll also appear in TV commercials.
Fittingly, the new gig will coincide with the debut of the fifth season of The Rachel Zoe Project, which Zoe says “is a very, very different show in a very good way in my opinion.”
“There is no petty drama. It is kind of a big lovefest at my company and obviously within my family. It is really a bit more intelligent I would say. It gives more insight into a business and being a working mom.”
That sounds nice, but will a show without screaming matches between assistants really hold our attention?