NEW YORK Tribal DDB has won a review for Nine West's Web account. The assignment consists mainly of overhauling the retailer's e-commerce site.
Nine West, which sells shoes, bags and other apparel, had previously handled digital duties in-house. It continues to handle its own TV and print advertising.
Tribal DDB in Chicago, part of the Omnicom Group, won the account against at least five undisclosed contenders.
The challenge for Nine West is developing a deeper connection with its customers online, said David Greenbaum, agency group account director. Tribal DDB plans to add social media elements and Web video to Nine West's site.
"We're going to be elevating the brand image on the site," he said. "We're going to positioning it as being fashion forward."
To do so, NineWest.com will carry video segments such as behind-the-scenes looks at fashion shoots and interviews with top designers.
Early plans for the site, which is targeted for a July relaunch, also call for designer blogs.
The new elements will enhance the shopping experience, Greenbaum said, while positioning Nine West as a critical source of fashion advice for women.
"Their target wants to be fashionable and informed," he said. "They're driven by what's new and next in fashion."
Tribal DDB has retail experience with LensCrafters and J.C. Penney.