Aiming for a Larger Slice of the Luxury Pie, Zappos Couture Names Andre Leon Talley as Artistic Director

On its quest to capture a larger segment of the luxury shopping demographic and expand its reach, Zappos Couture is bringing fashion guru Andre Leon Talley on board as artistic director.

Talley is the international editor-at-large of Numero Russia and a member of the board of trustees, Savannah College of Art and Design (SCAD).

"At Zappos, we've always wanted to build our brand to be about more than just shoes and clothing. We want to build our brand to be about the very best customer service and customer experience. With Zappos Couture, customer service is the new luxury," said Zappos CEO Tony Hsieh.

In his new role, Talley will curate and cultivate the creative vision for the luxury retailer, working to shape its artistic inspiration and modernization across all platforms. This includes digital and editorial content creation as well as consulting on new brands.

"Andre is an icon in the world of fashion, and will bring a wealth of experience, knowledge and prescience from the luxury sector to this transformative stage," said Jennifer Sidary, head of couture at Zappos Couture. "The establishment of an artistic director further underscores our commitment to supporting our partners and bringing our customer base the best in class luxury fashion, blended with compelling and original content."

"The digital universe is a new exciting opportunity for me to reach a broad audience in terms of the global luxury market. I ... hopefully will create something unique, in terms of a web magazine within the Zappos Couture website, that conveys the immediacy and excitement of luxury retail products, season by season," said Talley.

DMA United structured the deal on behalf of Talley and has been retained by Zappos Couture to manage and implement all creative communications and new business development efforts surrounding the program.
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