Fashion is a fast paced and continuously changing industry. New styles and trends are constantly being introduced, evolving, reinvented. To keep up and really deliver on what people want, the industry has been leaning towards customization for years. It's not an easy thing to accomplish. Levi's tried and failed once but are trying again with a updated approach -- their Revolutionary Fit System. Several sneaker companies have been successful with the concept including Nike, Reebok, Adidas, Converse, Vans, etc. This is in large part to technology such as flash which enables customers to get a good picture of what the final product will look like BEFORE they order it. Various factors have combined to help "Mass Customization" become an industry in it's own right.
There is a lot more customization available for men which one would think doesn't make any sense. However, tailoring to men is much easier than to women! Bespoke shirt, suit, tie websites are abundant.
Catering to women is not only tough, but very challenging within the fashion shoe world. In August 2010, milk & honey shoes launched a website that allows women to design their own shoes. One can actually can scroll through over a billion combinations to create ideal shoes. The concept seems daunting to some, but the "shoe builder" allows customers to get a very good picture of what the shoe will look like before they order it. Whether it's style, color, material, heel height, platform, etc., that just isn't right, milk & honey shoes can solve the problem.
Another arena in which customized, "design your own" shoes has been of particular interest is with brides. Women getting married generally have a VERY specific idea about what they want for their perfect day, from the color of table cloths to the details of their shoes. Customized shoes are the perfect answer to this problem and make so many brides very happy!
Customization is the wave of the future. It will take time to fully catch on as new concepts are always confusing. In addition, it's only recently that shopping online has become so popular, so ordering products that you can't actually see anywhere before ordering will take some time to digest. However, as online customization becomes more and more common, customers will not only feel comfortable with the idea, they will demand it. Once people realize they can have exactly the look or fit they want, they won't settle for off the shelf.
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