Made to Measure and Personalized Shoes: Lessons Learnt and Experiences to Share

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Bas POSSEN
FutureShoe International Forum - Bologna 2011

Published in: Business, Lifestyle
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Made to Measure and Personalized Shoes: Lessons Learnt and Experiences to Share

  1. 1. The CustoMax® Solution A Maximum Customization Company How to run a successful MC shoe business? … about operational excellence, flexibility, happy customers and many, many orders!All contents © 2011 CustoMax BV. All Rights Reserved.
  2. 2. The mindset of an industry In general, too little use is made of the advantage, that all people are different.
  3. 3. CRITICAL FACTORS FOR A SUCCESFUL FASHION MC ECO SYSTEM:I. Well-equipped production facilities and fabric suppliers offering quality consistence (material, make, fit) run by people that understand mass customizationII. One-piece flow logistics in a networked real-time infrastructure (logistical reliability, i.e. delivery time/availability/quotation)III. Attractive and fashionable product offeringsIV. Short delivery timesV. Strong price points with different quality levels (price competitiveness) One critical step left to be taken
  4. 4. Taking the final critical step to reach out to the masses and push aside mass produced ready-to-wear fashion products:I. Easy-to-use consumer interfaces for multi-product ordering for each distribution channel (i.e. retail stores, web stores)II. Cool and sexy ordering features for each interface (e.g. 3D Configuration, VTO, style advice)III. Enhancing customer loyalty (e.g. order history fostering easy and fast repeat orders, personalized offers, social media tools, group shopping)IV. Connecting to the killer app for personal profile and avatar creation (e.g. Kinect, etc.). BUSINESS MODELS AROUND CUSTOMER CENTRIC ECO SYSTEMS
  5. 5. Multi-product ordering3D Configuration, Virtual Try-On and Style Advice
  6. 6. GRASPING THE BIG POTENTIAL OF MASS CUSTOMIZATION FOR FASHIONIT‘S ALL ABOUT BUILDING THE RIGHT BUSINESS MODELS IMPORTANT ROLE FOR NEW MC INTERMEDIARIES
  7. 7. I. Multi-channel: showrooms (stores), travelling tailors and e-storeII. Served 10.000 + individual male customers and 1.000 + female customersIII. Typical behaviour: • Convenience vs. see/feel/try and fit • Price vs. quality • Very loyal – fast and easy repeat ordering • Unexpected delays not accepted • Growing role of fun factorIV. Multi-channel cross-selling
  8. 8. CustoMax• Medium-sized chain of retail stores (24 stores) in first year 8.000 customized shirts. In second year target 12.000 shirts and plug-in e-store for both repeat ordering and new customers (self-measurement).• Travelling tailor (single person) – per year 750 customized men’s shirts, 500 customized men’s suits and 100 customized ladies outfits.• New supplier for customized men’s suits: year 1 - 8.000 suits, year 2 – 24.000 suits, year 3 – 40.000 suits, year 4 – 60.000+ suits.
  9. 9. Thank you! bas.possen@customax.com www.customax.com

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