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  • Why bother trawling the mall if you can design your own heels?
  • Why bother trawling the mall if you can design your own heels?
    Shoes of Prey (2014) ©
CASE STUDY

Shoes of Prey: design your dream shoe

In just five years, Shoes of Prey customers have personalised over 10 million pairs of shoes, from ballet flats to gladiator heels, and annual revenue is nearing $10 million AUD. But what makes designing your own pair of snakeskin peep-toe wedges so appealing to Australian women?

Location Australia

Scope
Ever spent a whole weekend trekking around a shopping precinct looking for the perfect pair of shoes? Perhaps you had to find something to match a bridesmaid dress? Or you needed a 5cm wedge heel in just the right shade of tangerine? Australian online start-up Shoes of Prey hopes to end such frustrations by letting customers create their perfect pair of shoes, from ballet flats to high heels, and in a huge variety of fabrics and finishes. [1]

Embracing the mass customisation trend, Shoes of Prey has shifted the power back to the consumer, and ...

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