Though her clothing line may not be doing as well as planned, we didn’t expect Rachel Zoe to hop into bed with a Kardashian so soon—in business, that is. It was announced today that Zoe will be serving as the new chief stylist for online discount shoetailer, ShoeDazzle, a brand co-founded by Kimmy K herself. This is an interesting move for both parties. On one hand, it’s obvious that the site is looking to improve their appeal with a more fashion-forward contingent. Meanwhile, Zoe is likely trying to follow the Kardashian model of making lots and lots of cash-ola through more affordable products—average price of a pair of ShoeDazzle shoes: $39.95.
In the end, it could work out well for both. A survey of 50,000 of their customers far and away preferred Zoe as the person from whom they’re most likely to take style advice. This month, ShoeDazzle will begin airing a television commercial featuring Zoe and the site will start sending out emails featuring her fashion tips. “The Rachel Zoe Project” will also conveniently premiere this spring on Bravo. As for ShoeDazzle, its revenues were up to $100 million last year and even more growth is expected in the coming year.
In an interview with WWD, ShoeDazzle co-founder Brian Lee (pictured above) spoke of the collaboration:
I don’t think there is anybody else in the world who understands trend as well as Rachel. I think we are bringing in the very best, and I think that elevates the style aspect of ShoeDazzle.
Given that, there is still no amount of fashion cred that can help some of the site’s current offerings. Click through for 6 of the uglier styles ShoeDazzle now features. We hope that RZ’s turn at the helm can help fix this problem.
And tell us what you think. Is this a good or bad move for the normally high-fashion Zoe? How do you think ShoeDazzle will change? Sound off in the comments below.