Nine West in an attempt to boost up their image and once again attract their customers, are renovating their stores. Instead of opening stores that have decided to change the store image adding more modern, hipper, and more inviting store layout. They have started with their Lexington flagship.
Their main attraction will be “The World according to pumps” where they display the trendiest heels in all shapes and sizes. By 2013 they will have renovated their US standalone stores.
“A huge percentage of our business is pumps, but now we’re celebrating it with every color, heel size and material pump. It’s not just a basic. It’s a go-to,” Dickson told WWD. “We’re redefining footwear retailing. Before, it was just shoes on a shelf. Now we’re narrating the brand through walls. We are deconstructing the brand and reconstructing it with a story,” Dickson said.
They will be having walls with different themes like rock glam and modern bohemian. They will also be emphasizing the “9” in every way possible. It will be featured on everything from printing on shopping bags, to the flagship having nine walls, and their new slogan “9W. We Do Shoe. With the new slogan they want it to have the same impact as “Just Do It” has for Nike.
They are also putting a lot of effort into being a culturally relevant brand with their sponsorship with America’s Next Top Model College Edition and the Upcoming Project Runway All Stars in October. They will also put lot of effort into their digital presence creating apps for their online forums where customers can talk about shoes in 2013. Digital has been a priority since 2010 and the brand is active on Facebook where it’s on track to reach 1 million fans this season; Twitter; Pose; Instagram, and Pinterest.