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New social network for shoe-obsessed women

Rachel Hawkes (Social Media Portal) - 14 February 2008

A new online community for shoe-obsessed women everywhere has launched today.
Advertisement, owned by US new media company Powderhouse Productions, features video, user-generated-content (UGC), photos and sponsor-created content in addition to blogs, forums and articles on shoe fashion and trends. says, “ steps down the runway in style as a fashion-forward first of its kind - serving shoe fanaticism with stylish tech savvy. The result is an innovative blend of entertaining videos, outrageous blogs and candid community discussions that offer a fresh approach to the online shoe shopping experience.”

The new niche social network offers women six video shoe programs including ‘Behind the Boot’ which takes a look at shoe designers, photographers and shoe-obsessed celebrities and ‘Real or Deal’ which aims to educate ladies on how to determine a high-end designer shoe to a cheap knock-off.

The site offers users a quick and easy way to purchase the shoes they see and like on the site, by providing vendor links under each video and within each blog. operates on an ad-supported model, and offers brands the opportunity to reach the audience through video overlays, microsites, banners, competitions and site polls.’s director of marketing, Marcy McCreary comments, “"Advertisers who want to go beyond banners and truly engage young women can utilize our UGC technologies by building a Boutique microsite  This could include an advertiser's video assets, photo slideshows, blogs, contests, polls, and links back to specific pages on their own Web sites."

According to NPD Group's Consumer Tracking Service, the average woman keeps nearly two-dozen pairs of shoes in her closet and online footwear sales for 2007 reportedly surpassed $3.5 billion USD.

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