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TheStreet Open House

Nine West Takes Big Digital Step With New Fashion YouTube Channel

Stock quotes in this article: JNY

NEW YORK, Aug. 21, 2012 /PRNewswire/ --  Nine West, a division of The Jones Group (NYSE: JNY) ("Jones"), today announced the creation of an exciting new YouTube network Channel 9.  Channel 9 is a video-centric digital destination that will engage shoe and fashion fanatics through compelling and shareable premium programming, as well as innovative user generated content all infused with style and pop culture.  With Channel 9, Nine West illustrates a unique and unprecedented commitment to provide real multi-platform branded experiences to consumers globally.

(Logo: http://photos.prnewswire.com/prnh/20120821/NY60210LOGO )

"What we are creating goes far beyond providing branded content," says Richard Dickson, President and Chief Executive Officer 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 will be a platform for online users to celebrate shoes and interact with the Nine West brand, as well as some of the fashion and entertainment industries' biggest stars. Users will access Channel 9 in a variety of ways through its microsite, YouTube, Facebook, Twitter and Tumblr pages.  Wherever they access it, shoe fans will find a full slate of digital programming covering everything "shoe"- from profiles of shoe addicts and red carpet reporting to how-to videos. 

Some of the first series include:

You've Been Schooled: Fashion Shoot 101 (August): In this series, fashion guru and reality TV star Kelly Cutrone and other style professionals teach aspiring fashionistas everything they need to know about working on a big time photo shoot from key makeup to wardrobe styling.

Shoe Fix (August): Hosted by wildly popular YouTube Stars Megan and Liz, Shoe Fix, shot at Nine West's Nashville retail store, gives girls expert advice on how to pick the right shoes, as well as DIY shoe repair tips to keep their shoes looking fabulous.  

Confessions (August):  Every shoe takes a woman on a journey and every sole has a story.  This community based show, led by fashionistas, will include celebrities discussing their experiences in their favorite pair of shoes.  Users will be encouraged to submit their own confessions and let the Channel 9 community take a walk in their shoes.

For a complete list of programming see addendum.

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