Andrea Wasserman, previously the national bridal director at Nordstrom Inc., has been named chief executive officer of the Los Angeles-based online footwear specialist. Wasserman, who is moving to L.A. from Seattle for the ceo post and will join Sole Society’s board, steps into a role that Brett Markinson, founder and chairman of Sole Society, held for the past year.
Markinson said, “Andrea is a dedicated and accomplished professional who possesses strong leadership skills and tactical retail expertise that will be a huge asset in growing the Sole Society brand.” Prior to starting with Nordstrom in 2007, Wasserman, a New York native, held retail finance and consulting positions at Merrill Lynch and Telsey Advisory Group.
Flash-sale Web site HauteLook, which was acquired by Nordstrom in 2011, created Sole Society in March 2011, and Sole Society became a separate, independent company in December of that year. Sole Society has received funding from Nordstrom, Insight Venture Partners and Lagovent Ventures, and its footwear entered select Nordstrom doors last year. Vince Camuto is Sole Society’s manufacturing partner.
Wasserman’s connection to Nordstrom, where she enlarged the bridal division’s footprint from 18 to 46 doors and spearheaded the digital strategy for nordstromwedding.com and the Nordstrom Wedding Suite Blog, is going to be critical to expanding Sole Society’s business at the department store. In addition to Nordstrom, Wasserman suggested Sole Society would consider selling its merchandise to other retailers.
“There is nothing that is off the table right now,” said Wasserman, continuing, “Sole Society is in a really strong position. It’s only year two having been spun out of HauteLook after Nordstrom completed that acquisition. It is exactly where it should be at this stage of the game, and now our opportunity is to strengthen and amplify that, and take it to the next level and make sure that all of the customers who are looking for this kind of product know that we are here.”
Raising consumer awareness of Sole Society is a top priority for Wasserman. Sole Society television commercials have just begun airing to do so, and the company will be leveraging its relationship with dancer, singer and actress Julianne Hough, who is set to do personal appearances for Sole Society in the fall. Wasserman also noted Sole Society is trying to grow its digital community.
“We have customers engaging with us in reviews and on social networks, and I think there is an opportunity to build more of a word-of-mouth business once women get addicted to our shoes,” she said.
Sole Society has extended beyond footwear to jewelry, sunglasses, hats, scarves and handbags, which recently launched on nordstrom.com. Sole Society’s shoes are priced from $49.95 to $119.95; handbags are $39.95 to $149.95, and jewelry, sunglasses, hats and scarves are $19.95 to $59.95. Further category extensions are certainly possible. “Increasingly, you will see us being a full fashion accessories brand, not just a footwear one,” said Wasserman.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)