Nine West catches designer bug

This fall US footwear company Nine West is launching a series of collaborations with established and up-and-coming designers. During the first three months, starting in September, parent company Jones Apparel Group, has invited Vivienne Westwood, Thakoon and Sophia Kokosalaki to design for the firm. According to WWD each designer's collection will be available in only 20 of Nine West's top stores and 40 of department store Macys' top locations, and via their respective websites.

With these high-profile collaborations, Nine West is hoping to boost is brand image. However, the deal works both ways: the brand's distribution network can help the designers - with little of no distribution in the US - to reach a new consumer group. As was the case with H&M's collaboration with Stella McCartney and Karl Lagerfeld, to name an example, both parties will benefit. "In the most recent research for Nine West, we learned that the consumer loves the brand and relationship, but her buying is all about impulse," Jones' executive vice president for marketing and creative services, Stacy Lastrina, told WWD. "She likes to be exposed to things that others maybe can't have."

Each designer was given free reign in designing 11 designs, which include footwear, handbags, ready-to-wear and accessories. Vivienne Westwood's collection will launch first on 1 September and will include playful interpretations of her signature tartans, as well as gladiator boots and tiny cardigans. Prices will range from $225 to $500. New York-based designer Thakoon's collection follows on 1 October. It will include a white leather "T-shirt" handbag, a clear plastic umbrella covered with lace and a leather, demi-wedge. Prices will range from $180 to $400. "As you grow your business, the cash flow is always a big concern," said Thakoon Panichgul. "This injects some money into the company outside the biannual market time frame."

Kokosalaki, who is based in London , will see her collection for the brand launch on 1 November. Her contribution includes a cashmere cape, military jacket and handbags with antique hardware details. Prices will range from $200 to $450. For her, the collaboration signifies both a way to enter the US market as to experiment with an accessories line. The prices are decidedly higher than with other designer collaborations. "We didn't want to limit the materials and design parameters," said Lastrina. "This is about quality, and it is still much less expensive than any other designer collection. We have already had success in this arena with Easy Spirit's collaboration with Tara Subkoff. Her $600 boots sold out."