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fashion-scoops
fashion-scoops

ShoeDazzle to Offer VIP Membership

Move is a reversal of course from last year, when ShoeDazzle moved away from the membership-driven continuity model it pioneered on the Web.

SHOEDAZZLE MULLS MOVE: ShoeDazzle cofounder and chief executive officer Brian Lee hinted that the Santa Monica, Calif.-based online footwear specialist might resume memberships when he announced bringing on board Rachel Zoe as chief stylist last week. On its Web site and in an e-mail to customers, Lee confirmed Monday that ShoeDazzle is initiating a VIP membership option, a reversal of course from last year, when ShoeDazzle moved away from the membership-driven continuity model it pioneered on the Web.

Although Lee didn’t reveal details about the new membership option Monday, he did unveil a host of other changes at ShoeDazzle. It is launching a daily deal on a limited release style under a program called Today’s Fix (on Monday, a towering, strappy style was $37.95, down from its regular $42.95 price), raising its free shipping threshold from $39 to $49 on March 1, offering personalized selections to its customers more often and adding items from well-known labels and emerging designers to its assortment.