‘Channel 9’ includes a series of videos on makeovers and fashion tips.
Stefany Zaroban , Associate Director of Research
Shoe maker and e-retailer Nine West has launched a fashion and entertainment channel on YouTube that combines style tips, makeovers, red carpet reporting and how-to videos.
Since launching about two weeks ago, Nine West’s Channel 9 has already secured nearly 1,800 subscribers and 40,000 views on 17 videos posted thus far.
Nine West, a unit of Jones Retail Corp., No. 155 in the Internet Retailer Top 500 Guide, is aiming for Channel 9 to be a platform of sorts for shoe lovers, with a separate Facebook page, Twitter feed and Tumblr pages, in addition to the YouTube channel.
“What we are creating goes far beyond providing branded content,” says Richard Dickson, president and CEO of parent company The Jones Group. “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.”
The YouTube channel features a series of episodes, including You’ve Been Schooled: Fashion Shoot 101. The series stars reality television personality Kelly Cutrone and other style professionals who demonstrate makeup and wardrobe styling on a photo shoot.
The You’ve Been Prom’d series follows a group of high school students selected by Channel 9 judges to receive shoe, makeup and wardrobe makeovers ahead of their school prom.
Another series is hosted by YouTube stars that go only by the names Megan and Liz. Shoe Fix is shot at Nine West’s Nashville retail store and gives girls advice on how to pick the right shoes, as well as shoe repair tips.
Hud:sun Media is the producer of Channel 9. “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,” says Michael Rourke, Hud:sun Media’s CEO.
Nearly 77%, or 384, of the e-retailers in the 2012 Top 500 Guide have a presence on YouTube, up from 63%, or 316, in 2011.