Customisation gains momentum


stuart weiztmanStuart Weitzman is building on its customisable footwear range, SWxYOU,  with a limited-edition customisation series of espadrille flats.

The new Be Suede collection is available exclusively on for a two week window only.

Customisation has emerged as a popular marketing tactic to boost sales and differentiate products and services.

Homegrown e-commerce start up, Shoes of Prey, was the first to pioneer the choose your own adventure version of footwear, allowing shoppers to design their own shoe from fabrics and leathers, to style, heel height, and colours, before being manufactured and delivered to customer workplaces or homes.

The Stuart Weitzman program allows shoppers to choose a shade of suede, select the metallic hardware tone, and opt to embellish with studs or not.

Each pair is to be handcrafted in Spain – the birthplace of the traditional espadrille, with retail prices range from $298 to $335, with a delivery period of six to eight weeks.

Last week Inside Shopper wrote about fellow luxury designer, Valentino, which has also introduced a customisable collection – this time of leather goods.

Valentino’s The Rouge Absolute Signature range allows consumers to place studs on shoes, bags, and leather jackets as they wish.

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