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Nine West takes next step in social media


NEW YORK — Nine West has launched a new YouTube network called Channel 9 that will feature premium programming and user-generated content.

"What we are creating goes far beyond providing branded content," says Richard Dickson, president and CEO of 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 is accessible via NineWest's YouTube, Facebook, Twitter and Tumblr pages.

Channel 9 will be produced by Hud:sun Media for Nine West. Hud:sun Media is a leading Hollywood production company producing the hit series "Pregnant in Heels" for Bravo and the new docuseries "I'm Having Their Baby" for Oxygen. Hud:sun Media is also a leader in innovative and highly successful digital content, having created the Hulu hit series "Genuine Ken: The Search for the Great American Boyfriend" with Mattel, "Rebecca's Style Studio" with Rebecca Minkoff for Yahoo! and a new upcoming style series with Nina Garcia for AOL.

Michael Rourke, CEO of Hud:sun Media said, "It's rare to be able to work with brands as forward thinking and innovative as Nine West and The Jones Group. 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 marketing initiatives including advertising in taxi cabs and digital panels near subway entrances in New York City, 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. There will also be experiential activations in New York during Fashion's Night Out that include "confessional" booths for customers to upload their own videos in select Nine West stores, and a partnership with Fiat to create a mobile "confessional" for New York Fashion Week.

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