Starting today, Nordstrom is opening special design studios where customers can create their own shoes in-store.
“We are fulfilling a current demand where customers are looking to participate in the design process to get exactly what they want. Together we see customization and manufacturing on demand as the future of retail,” said Michael Fox, CEO and co-founder of Shoes of Prey.
Guided by shoe stylists, shoppers can experiment with various materials and tailor the appearance of their shoes on iPads. The finished designs are sent directly to the shopper within four weeks of purchase.
“We’re always looking for the best merchandise and experiences for our customers, and we know there is something special about finding just the right pair of shoes,” said Scott Meden, EVP and GMM of shoes at Nordstrom.
Janie Bryant, an Emmy Award-winning costume designer who worked on a capsule collection with Shoes of Prey earlier this month, echoed Meden’s sentiments in an interview with FN.
“How many times have you gone into a store where you say to yourself, ‘I love this shoe, but I wish it could have a different heel or a different toe?’ [Shoes of Prey] really allows its consumer to own a beautiful shoe and create your own style.”
The design studio is set to open in five additional Nordstrom locations: Paramus, N.J., Pentagon City, Va., Oakbrook, Ill., Fashion Island, Calif., and San Francisco.