A new US YouTube channel for fashion addicts
Nine West, a division of The US Johns Group is creating a new YouTube network Channel 9 (video-centric digital destination) to address fashion and shoe addicts through compelling and shareable premium programming, as well as innovative user generated content all infused with style and pop culture. In other words a real multi-platform branded experience to worldwide consumers
The Jones group, entailing also Nine West, is according to in-house information a leading global designer, marketer and wholesaler of over 35 brands with product expertise in apparel, footwear, jeans wear, jewellery and handbags and disposing of a reputation for innovation, excellence in quality and value, as well as operational execution and talent. The company markets also directly to consumers through branded specialty retail and outlet stores and E-commerce sites. The company’s internationally recognized brands and licensing agreements (L) include Nine West, Jones New York, Anne Klein, Kurt Geiger, Rachel Roy (L), Robert Rodriguez, Robbi & Nikki, Stuart Weitzman, Brian Atwood (L), Boutique 9, Easy Spirit, Carvela, Gloria Vanderbilt, l.e.i., Bandolino, Enzo Angiolini, Nine & Co., GLO, Joan & David, Miss KG, Jones Wear, Kasper, Energie, Evan-Picone, Le Suit, Mootsies Tootsies, Grane, Erika, Napier, Jessica Simpson (L), Sam & Libby, Givenchy (L), Judith Jack, Albert Nipon, Pappagallo, Rafe (L) and C&T Costello Tagliapietra (L).
Nine West will launch a new advertising campaign Nine & The Gang, shot by Craig McDean. The concept evokes, exudes and celebrates the spirit and ethos of the Nine West brand. Nine West partnered with the creative agency Lloyd & Co, specialising in fashion and luxury branding and advertising to execute the campaign.
The newly created Channel 9 (produced by one of the leading Hollywood production company Hud:sun Media for Nine West) can be accessed everywhere in a variety of ways through its microsite, YouTube, Facebook, Twitter and Tumblr pages. The first series include “You’ve been schooled – Fashion Shoot 101”, where fashion guru and realty TV star Kelly Cutrone (Nine West Brand Ambassador of Culture and Noise, she is CEO and Founder of the PR firm People’s Revolution and a judge on the series America’s Next Top Model, as well as a Best Selling author and a TV personality) and other style professionals teach aspiring fashionistas everything they need to know about working on a big time photos shoot from key makeup to wardrobe styling.