Scaling Custom Products - Michael Fox - Shoes of Prey

• Giving the customer what they want, working with several trillion possibilities
• A team of 200 people globally, headquarters in Los Angeles
• Word of mouth is the biggest customer acquisition channel, and there are rabid fans
• The issue with too much choice, too much newness/innovation, why Shoes of Prey is “toning it down”
• Influencers designing pairs of shoes
• Innovation is their thing
• Core competency is on-demand customization—best in the world
• Trend has been slower than expected in industry
• Directing core competency to create value for customers,
• “Cinderella costumers”, not in standard shoe width (2/3 of all women)
• Why heels are so uncomfortable, brands cant hold inventory
• Potentially higher value for customers with non-standard shoe sizes
• Partnerships
• Why manufacturing might move from Asia into local countries
• Funding to pump money into new business opportunities

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