Every shoe lover has become quite familiar with the latest sleek and simple “nudist sandal” that has been gracing every red carpet, night on the town or day at the office. The two-strap sandal is a necessity in every woman’s closet, especially for the upcoming spring season.
Stuart Weitzman, a well-known shoe designer with retail stores all over the U.S., has seen such a huge increase in demand for his nudist sandal collections that he has decided to launch a customization option for his sandals. Customers will now be able to choose either the standard four and a half inch or slightly lower three-inch heels in their material and color of choice.
Different pattern and color options will be available for spring that customers can mix and match to create their own shoe. The “SW x You” limited-edition customization feature helps Mr. Weitzman’s customers express their personal style by giving shoppers the opportunity to design their own NUDIST sandal in a variety of 12 materials and colors.
From camouflage linen to floral python to foil nappa to sugar lace, with a palette of bold spring brights, shiny metallics and soft neutrals, there is enough of a mix to potentially make every customer happy. If the NUDIST’s 4 1/2-inch heel is too tall, a 3-inch heel version, the NAKED, is available within the customization feature as well. Retail prices range from $385 – $625, with an approximate delivery period of 6-8 weeks.
More companies are jumping on the customization bandwagon too, to change up their brands. According to Brand Papers, millennials are already used to customizing many of different aspects of their life, including their favorite products like Build-a-Bear or American Girl Dolls. Brand Papers explains that, now, with the Internet having such a powerful influence on retail, ready made or “one size fits all” products are just not cutting it anymore.
Companies like BFFL Co., founded by Elizabeth Chabner Thompson to give goodie bags to patients coming out of surgery specially designed for that patient and eThreads, founded by Emily Worden, which offers customizable handbags in the Boston area- are embracing customization.
Worden advices other business owners specializing in customization to stay away from offering big discount on these types of products and to focus on making the experience great for the consumer to ensure the retailer makes money while the customer stays happy.
Building a great experience for the customer is really the key to building a successful business. Today’s consumer is looking for a personal experience and a brand that offers something better than it’s competition, so it will be interesting to see whether this boom in customization on the web will make an impact on the market.
By Tricia Bogan