Kamal, like Ram Kishan, maintained the importance of a sole. He said that the only time they refuse making a customized shoe is when they can’t get the sole. Once it is available, they can work upon on any design and material. In this case, however, size was not considered but the material of the sole.
Price Range: Rs. 500-7000/-
USP:
1. Choice of design and style
2. Longer life of shoes comparable to similar price range
3. Ease of repair
Customer Profile:
1. Youngsters looking to spend on design/style but want custom choices
2. Military
3. Mountaineering groups
4. Orthopedic patients
5. Small institutions/schools and corporate houses
Concerns:
1. Unavailability of sole material
2. Time taken to make shoes (usually seven to ten days)
Designer Shoes
Though fashion has always been a part of shoemaking but it was limited to the elite. However, with the boom in the retail industry around five years back, fashion designers started tapping the market and targeting individual customers.
How exactly does your business model work? Right from how you take orders, execute them and deliver the end product? What is the profile of your customers and how is their response with your products? What is the choice of technology and materials that you offer to your clients? What is the market size and how diversified it is for your business? |
Swati Mehrotra, owner of Swati Modo Creation talked about her venture and told that her company can make a shoe from a piece of cloth, a worn out tire or anything else that a customer wants to embed in the footwear. Shoe designers offer complete customized solutions to their clients, keeping in mind their choice of colors, materials, etc.
Designer shoes can be extended to pets as well where you can get comfortable shoes designed for your pets choosing material, color, design, and other fashion elements.
The latest to join the line of designer shoes are the astrological shoes. Zodiac shoes or Astro-shoes are offered to customers based on their astrological calculations. Leather is not used in such footwear because leather is believed to be inauspicious for these kinds of shoes.
Price Range: Rs. 150/- onwards
USP:
1. Use of waste material in shoe making
2. Wide range of price
3. Choice of design/style and addition of fashion
Customer Profile:
1. Youngsters and children
2. Customers looking for element of fashion in their footwear
3. Customers who want to use some particular material that they already own
4. Pet owners
Concerns:
Lack of awareness among customers
Large-scale Companies
When it comes to large-scale companies, the concept of custom shoemaking takes a particular shape called "institutional shoes". Institutional shoes are made on order and comprise a good batch production size. This batch size can start from 2,000 pairs of shoes and can go up to millions. Under this model, not every pair of shoe is offered a customization option. However, one set of customized option would be applied to all the shoes of that batch.
The customer companies or institutions can have these shoes trademarked for their use. However, companies do not tend to match other company’s shoes for the sake of their individual identity. So, they do not trouble themselves with the budget of getting trademark rights.
The price of these shoes falls in the low-to-mid range for large companies. The shoes wear the names of the manufacturing company, which serves a dual purpose: the manufacturers get their shoes to low-and-mid segment of users; while the customer companies get the brand value of the manufacturing company.
There is one concern that bars some companies to cater to the market of institutional shoes. It is the production capacity. Many companies face trouble in manufacturing the required order size in a given time period.
Some customer companies also use these shoes for promotional and marketing purposes. This is again a good segment of the market.
Overall, institutional shoes give a good opportunity of business. Some people who did not want to be quoted, mentioned that the institutional segment was a major source of sustenance during the current economic slowdown.
Price Range: Rs. 1,100-2,000/- onwards
USP:
Unique style for one particular company
1. Quality Assurance
2. Brand Value
Customer Profile:
1. Companies
2. Corporate Houses
3. Laboratories
4. Educational Institutions
Concerns:
Order size exceeding the manufacturing capacity in a given time period
Conclusion
While majority of the customers do buy shoes from retail shops, there is still a good number of people who like to go for custom shoemaking.
The choice of footwear is driven by a lot of factors including price, usage, material, style (regional, regular, fashion), design and size. Getting all other elements under an affordable price drives a lot of customers for custom shoes. The business of custom shoes thrives on providing all options in the best possible manner so that the customer does not utter the famous adage in disgust: Only a shoe wearer knows where the shoe pinches!
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