the N I N E W E S T M U S E

J A N U A R Y 2 0 0 6

3 THE PURPOSE OF THIS BOOK

5 A MUSE IS

8 DEFINING THE MUSE

11 PAINTING A PICTURE OF HER

16 HER FASHION PHILOSOPHIES

25 GETTING TO KNOW THE STYLE CHAMELEON27 at work and at play29 with family and friends31 with technology and finances33 her personal style

34 THE STYLE CHAMELEON35 what she is37 what she isn’t39 her image41 her turn offs

43 HER EMOTIONAL CONNECTION WITH THE NINE WEST BRAND46 nine west is48 nine west should also be

51 THE STYLE SHE SEEKS FROM NINE WEST53 the nine west style is55 the nine west style should also be

56 THE STYLE CHAMELEON, A SUMMARY

1 | T H E N I N E W E S T M U S E | t a b l e o f c o n t e n t s

T H E P U R P O S E of T H I S B O O K

3 | T H E N I N E W E S T M U S E

To bring the Nine West “muse” to life

• her personality and personal style• her lifestyle, values and passions• her fashion philosophies• who she is and who she isn’t• the image she’s projecting• what turns her off

To articulate her emotional connection with the Nine West brand

• what the brand can stand for in her heart and mind

• the Nine West style that will attract the “muse”

T H E P U R P O S E of T H I S B O O K

4 | T H E N I N E W E S T M U S E | t h e p u r p o s e o f t h i s b o o k

a M U S E i s . . .

7 | T H E N I N E W E S T M U S E | a m u s e i s

A G U I D I N G S P I R I T

A S O U R C E o f I N S P I R A T I O N

N O T B O U N D b y A G E

o r L I F E S T A G E , B U T M O R E

o f a M I N D S E T

D E F I N I N G the M U S E

1 0 | T H E N I N E W E S T M U S E | d e f i n i n g t h e m u s e

This book offers inspiration and guidance in designing for and marketing to this “muse.”

Its intent is to bring the Nine West “muse” to life for the internal organization to ensurethere is:

• a unified brand style• synergy across all consumer touch points• executional consistency in communication

D E F I N I N G the M U S E

P A I N T I N G A P I C T U R E of H E R

1 3 | T H E N I N E W E S T M U S E | p a i n t i n g a p i c t u r e o f h e r

She’s confident and savvy, expressing her individuality and style in all facets of her life,including her home and appearance. She likes to create her look by using her clothes,accessories and shoes in unique and fun ways.Fashion rules? Not for her! While she steersclear of the major faux pas, she doesn’t believein prescribed “do’s and don’ts of fashion.”

There are many sides to her fun-spirited personality and many moods that come withit. Putting her look together is an adventurethat can take her from department stores toboutiques to vintage shops. She craves eclecticdesign elements and is attracted to brandsthat give her the access to express herselffreely without breaking the bank.

She likes to be on trend and loves the compliments! Not a slave to every fashionnuance, for her, it’s more important to feelappropriately dressed for the situation at hand.

Her collection of clothing and accessoriesreflects a continuous hunt for new fashionfinds in all sorts of diverse places. While herpersonal style has morphed over the years, itstill remains uniquely hers!

she i s…

P A I N T I N G A P I C T U R E of H E R

1 5 | T H E N I N E W E S T M U S E | p a i n t i n g a p i c t u r e o f h e r

her F A S H I O N P H I L O S O P H I E S

1 7 | T H E N I N E W E S T M U S E

1 8 | T H E N I N E W E S T M U S E | h e r f a s h i o n p h i l o s o p h i e s

T H E R E A R E 3 F A S H I O N P H I L O S O P H I E S

A R O U N D W H I C H t h e “ S T Y L E C H A M E L E O N ” C R E A T E S H E R

P E R S O N A L S T Y L E . A T T I M E S S H E ’ S I N F L U E N C E D B Y

O N E a n d O T H E R T I M E S B Y T H E M A L L :

1

2 0 | T H E N I N E W E S T M U S E | h e r f a s h i o n p h i l o s o p h i e s

O N T R E N D a n d A L W A Y S P U T T O G E T H E R

“it’s important to look appropriate for the occasion”

“I hate feeling like I’m late on the scene”

“it shouldn’t look like I tried too hard”

2

2 2 | T H E N I N E W E S T M U S E | h e r f a s h i o n p h i l o s o p h i e s

M I X I T U P. . . d i f f e r e n t L O O K S , d i f f e r e n t S T Y L E S d i f f e r e n t S T O R E S

“it all depends on my mood, where I am and who I’m with”

“I’d never do a look all from the same place or the same designer”

“I like being unique, original”

3

2 4 | T H E N I N E W E S T M U S E | h e r f a s h i o n p h i l o s o p h i e s

T H E T R E N D i s O N L Y R I G H T I F I T W O R K S f o r Y O U

“know yourself, don’t be trendy just because it’s the thing of the moment”

“comfort is both physical and emotional…when you look good in something, you radiate”

“I don’t like to let a trend own me”

gett ing to know

T H E S T Y L E C H A M E L E O N

2 7 | T H E N I N E W E S T M U S E | g e t t i n g t o k n o w t h e s t y l e c h a m e l e o n

S H E B E L I E V E S I N L I V I N G L I F E T O T H E M A X

Packing in as much as she can

• I’m ultra competitive at work, and do the extra bit to come out on top

• I take more weekend trips than long vacations; spontaneous getaways prevent me from getting stuck in a rut

• I love connecting with friends over happy hour, having them over to hang out and entertain

Cutting corners where necessary and where acceptable

• you have to be resourceful and becauseI’m so busy, shopping online is a savinggrace – but only for brands I trust andknow what I’m going to get

• I can’t change my schedule for TV butmake sure I record things I don’t want to miss

• I relish small pleasures like ignoring daily obligations

A T W O R K and A T P L A Y

2 9 | T H E N I N E W E S T M U S E | g e t t i n g t o k n o w t h e s t y l e c h a m e l e o n

S H E J U G G L E S T I M E T O S T R I K E A B A L A N C E FOR HERSELF AND FOR SOC IAL INTERACT IONS

Finding a good balance between work and family obligations

• it’s a challenge sometimes devoting equaltime to work, home, social life and myselfbut I try to maintain a balance

• I try to be the best at what I do, from workto family to personal accomplishments

“Me” time is precious and a high priority

• I try to fit in time for myself every day

• I sleep in late to treat myself

• friends are important, but so is findingtime alone for my own personal pursuits

W I T H F A M I L Y and F R I E N D S

3 1 | T H E N I N E W E S T M U S E | g e t t i n g t o k n o w t h e s t y l e c h a m e l e o n

S H E K E E P S H E R S E L F U P W I T H T H E T I M E S

Keeps her eyes peeled for what’s new and what’s hot

• I’m always on the lookout for new ways ofgetting information to keep me in the know

• I’m constantly using the internet to educatemyself, get information; going online makesme more efficient, saves me time and givesme more choice

• I love discovering new technology toolsand toys

Hands-on planning for what lies ahead

• I’m working on reducing my debt and savingfor my kids education

• I’m always listening out for good investment advice

W I T H T E C H N O L O G Y

and F I N A N C E S

3 3 | T H E N I N E W E S T M U S E | g e t t i n g t o k n o w t h e s t y l e c h a m e l e o n

S H E E X P R E S S E S HERSELFIN EVERY FACET OF HER L I FE

Her style reflects different sides of her personality

• decorating my home gives me a chance to show off my creative side

• I’m always looking for a great piece,whether it’s jewelry, or that perfect shoethat adds a creative and unique accent to an outfit

• I’m always up for trying something new,like new foods or new restaurants

her P E R S O N A L S T Y L E

the s tyle chameleonW H A T S H E I S

she IS...

3 6 | T H E N I N E W E S T M U S E | t h e s t y l e c h a m e l e o n w h a t s h e i s

C O N F I D E N T

I know what looks good on me and what doesn’t

P R O U D

I care about the way I look, and love the compliments!

A D V E N T U R O U S

I’m open to new experiences

B O L D

sure, I like the attention

V E R S A T I L E

I like having different looks

S M A R T

I know where to get a good deal

T R U E T O H E R S E L F

it’s got to feel right

she ISN’T...

3 8 | T H E N I N E W E S T M U S E | t h e s t y l e c h a m e l e o n w h a t s h e i s

C U T T I N G E D G E

I’m not a trend-setter

C O N S E R V A T I V E

being on top of fashion is important to me

R I G I D

I don’t think there should be any rules

A F O L L O W E R

I don’t like to feel like I’ve missed the boat

F R I V O L O U S

there has to be some thought behind it

her IMAGE...

4 0 | T H E N I N E W E S T M U S E | t h e s t y l e c h a m e l e o n w h a t s h e i s

P U T - T O G E T H E R

I don’t like being caught off-guard

O R I G I N A L

I want to be different from the crowd, to stand out

E C L E C T I C

I like to mix it up

S A V V Y

I like knowing what’s next on the fashion scene

A R I N G L E A D E R

I’m always one of the first of my friends to try something new

C U R R E N T

I want to be with the times

herTURN-OFFS...

4 2 | T H E N I N E W E S T M U S E | t h e s t y l e c h a m e l e o n w h a t s h e i s

G A U D Y

I don’t like too much bling

O V E R - T H E - T O P

it can’t be extreme, it can’t be too far of a stretch

S L A V E T O F A S H I O N

I won’t let it own me

S O C I E T A L N O R M S

I decide what’s right for me, not anyone else

B L E N D I N G I N

I don’t want to see my look on others

T R E N D Y F O R T H E S A K E O F B E I N G T R E N D Y

if it doesn’t work for you, don’t do it

her E M O T I O N A L C O N N E C T I O N

to the N I N E W E S T B R A N D

4 5 | T H E N I N E W E S T M U S E | h e r e m o t i o n a l c o n n e c t i o n t o t h e N i n e We s t b r a n d

w h a t N I N E W E S T C A N S T A N D F O R

i n H E R H E A R T a n d M I N D

nine west IS...

4 7 | T H E N I N E W E S T M U S E | h e r e m o t i o n a l c o n n e c t i o n t o t h e N i n e We s t b r a n d

V E R S A T I L E

where there’s something for everyone

A F F O R D A B L E

it’s reasonable, not too pricey

O N T R E N D

they do a good job of keeping up with fashion

R E L I A B L E

it’s always been there and I expect it always will be

A C C E S S I B L E S T Y L E

they’re styles I can wear and I know I can pull off

E V E R Y D A Y

I can go there for almost any occasion

V A L U E F O R M O N E Y

it’s quality for the style you get and the price you pay

nine westSHOULD ALSO BE...

4 9 | T H E N I N E W E S T M U S E | h e r e m o t i o n a l c o n n e c t i o n t o t h e N i n e We s t b r a n d

O R I G I N A L

I like the inspired styles

T H O U G H T F U L D E S I G N

the attention to detail sets a brand apart

E X T R A O R D I N A R Y

I want it to go beyond what I expect, I want to be “wowed”

5 1 | T H E N I N E W E S T M U S E | h e r e m o t i o n a l c o n n e c t i o n t o t h e N i n e We s t b r a n d

t h e r e f o r e ,

T H E S T Y L E S H E S E E K S

f r o m N I N E W E S T

D I V E R S E • S E X Y • U N P R E T E N T I O U S

Y O U N G • F R E S H • E V E R Y D A Y • W I T T Y

5 3 | T H E N I N E W E S T M U S E | h e r e m o t i o n a l c o n n e c t i o n t o t h e N i n e We s t b r a n d

the N I N E W E S T S T Y L E I S

5 5 | T H E N I N E W E S T M U S E | h e r e m o t i o n a l c o n n e c t i o n t o t h e N i n e We s t b r a n d

C R E A T I V E • U N I Q U E • F O R W A R D

the N I N E W E S T S T Y L E should A L S O B E

t h e s t y l e c h a m e l e o n , A S U M M A R Y :

S h e i s a C O N F I D E N T a n d E X P R E S S I V E w o m a n ,

a t r u e I N D I V I D U A L i n s e a r c h o f A D V E N T U R E .

R e m e m b e r , t h i s i s w h o t h e N i n e W e s t c o n s u m e r

a s p i r e s t o b e O N H E R B E S T D A Y .