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March 22, 2011 1:18 PM

Fashion, Media

80%20 Launches E-Commerce, Summer Shoe Wishes Answered

Cult footwear brand 80%20 is catching up with the new millenium and making a big online push with its spring collection. In addition to distributing its spring lookbook via a YouTube video, the brand launched e-commerce on its Web...

Cult footwear brand 80%20 is catching up with the new millenium and making a big online push with its spring collection. In addition to distributing its spring lookbook via a YouTube video, the brand launched e-commerce on its Web site this week. 8020.jpgGiving its shopper the ability to purchase the company's famed wedges directly from 80%20 came from customer demand, according to designer Ce Ce Chin (whose customer list includes Jessica Alba, Eva Longoria and Whitney Port). With online presence at such retailers as Revolveclothing.com, Modcloth.com and Urbanoutfitters.com, Chin maintains that the requests for direct buying were so abundant that the brand took matters into its own hands.

"It is about establishing the connection with the customer and learning from their requests," she said. "In these social media days, I feel having a Web store is as important as having an up to date Twitter and Facebook -- a brand needs all of these for maximum online presence."

Only select styles from each collection will be up for grabs on the site, including exclusive online-only models. First up the brand doles out Willa, a limited edition classic cork wedge with waxy milled leather trim, inspired by the current tribal trend.

8020video.jpgE-commerce is the second in a series of digitally minded efforts the brand has made this season. For spring 2011, Chin opted to take her lookbook for a ride, literally. Instead of the traditional booklet format most designers send out, 80%20's collection was seen riding a bike across the Williamsburg Bridge in a YouTube video. "I want to show the shoes, but also a day in the life our our girl -- riding her bike in the sunshine and maybe finding romance."

Next up in 80%20's social media strategy, an iPhone app. To shop the brand's online store visit 8020nyc.com/store.
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