On December 3, 2014 Nine West Canada launched a new custom-order “Pick Your Pump” program with their namesake private brand footwear online at Ninewest.ca and in Nine West private brand retail stores in Canada.
Sherson Group Inc.http://www.sherson.com, the exclusive distributor of the Nine West brand in Canada developed the program. The test will be for a limited time, and offered only in Canada initially.
More choice at accessible prices
Manolo Blahnik “BB” made-to-order designer brand fashion pumps cost US$595.00 through Bergdorf Goodman. For the mass market, this private brand program by Nine West is offering customized pumps for a more modest C$120.00.
The Pick Your Pump program gives consumers a chance to select their own color and material, but not the style of shoe. Customization is limited only to color and fabric choices since only one style is offered – their best-selling 3.5 inch pump, “Martina”.
Consumers can choose from 8 colors in three different materials – suede, faux snake skin and print fabric.
Reduced inventory risk, better margins
If the customer will wait, Nine West will be able to use this program to gage response to colors and fabrics, while reducing the need to stock inventory. It is also a way to move at least some customers away from the seasonal promotion nature of footwear.
A contest on social media will run between Dec 3 and 11 to introduce and promote the program to consumers. Consumers can take photos and share on their own Instagram, Facebook or Twitter feeds using the designated hash tag #9WPickYourPump They can also enter the contest by reposting the color collage image from the Nine West Canada Instagram, Facebook and Twitter pages: @ninewestcanada.
Will consumers wait?
With a 6 to 8 week mail order delivery time, it is a test of the mid-market fashion shopper to order online and to who typically seeks more immediate shopping gratification. The test will reveal if consumers at this level of the market will be willing to wait six to eight weeks before receiving their shoes in a special custom package.
Sherson Group has 47 retail locations operating under the name Nine West and their outlet division: Nine West Shoe Studio. Sherson has operated in Canada since 1984 and is a manager, importer and distributor of an extensive branded footwear portfolio including: Bandolino, Enzo Angiolini, Anne Klein, Easy Spirit, Adrienne Vittadini, Adrianna Papell, Taryn Rose, Flogg, Charles David, Circa Joan and David, and Mootsies Tootsies.