March 7 saw the launch of Yoox Group's new online shoe boutique shoescribe.com, with unique features including a resident shoe guru as well as celebrity guest editors.
Dedicated solely to footwear ranging from sportswear to high heels, the site ships top international brands ranging from Havaianas to Giambattista Valli across the globe.
Visitors to the site can ask resident shoe guru Ms Suzie Scribe their shoe-related dilemmas via the "Ask Suzie" feature and access a range of editorial and video content, with Oscar-nominated costume designer Arianne Phillips as the guest editor for the launch of the site.
Watch the interview with her at http://newsreel.shoescribe.com/en/footnotes/in-her-shoes-en/arianne-phillips.html.
Like Italian online retailer Yoox Group's other e-commerce sites such as yoox.com and Thecorner.com, to make a purchase consumers have to become a member of shoescribe.com with the choice of paying an annual fee of €129 for the VIP-styled Shoescribe Programme.
Benefits of being an annual member include a welcome Shoescribe Kit offering help on keeping shoes in top condition, unlimited free shipping, and a “fairytale present” arriving on your birthday.
For details on registering see https://secure.shoescribe.com/account/account.asp?tskay=83BD90B3
The emphasis on editorial content on this new venture follows an increasing trend for editorial-rich e-tail sites, with online boutique Gilt Groupe teaming up with fitness publication Women's Health earlier this year to allow shoppers to discover workout tips while they perused the January sales.
Gilt Groupe's men's spin-off shop Park & Bond also hosted a GQ online store last year, featuring items selected by the gentlemen's publication's editors.
Meanwhile, the resident shoe guru aspect echoes a rise in websites offering women tailor-made fashion and beauty help. Recently launched StyleUnited, a partnership between Procter & Gamble Beauty & Grooming and fashion website ShopStyle, offer personalized fashion tips and lets consumers pose style queries.