March 7 saw the launch of Yoox Group’s new online shoe boutique, 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.

New international footwear site

New international online boutique:

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.

Like Italian online retailer Yoox Group’s other e-commerce sites such as and, to make a purchase consumers have to become a member of with the choice of paying an annual fee of €129 (S$214.36) 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.

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. — AFP RELAXNEWS