HOW DO WE MAKE MASS CUSTOMIZATION HIGH FASHION?
Shoes of Prey allows women to design custom shoes online with over 4-trillion possibilities via their innovative 3D designer technology, tailoring everything from color and materials to heel height and silhouette. The bootstrapped startup’s raison d’etre was simple: every woman deserves her dream shoe.
Shaping a new paradigm of e-commerce, Shoes of Prey’s success hinged on customers rethinking how they shop for shoes, and looked to Post+Beam to pave the way. In the traditionally top-down industry, Post+Beam saw that Shoes of Prey needed to bring together fashion’s established tastemakers and growing social communities over to this novel product and message.
Post+Beam developed a market launch plan that leveraged top-down and bottom-up strategies with evocative, on-brand content. Working hand-in-hand with established editors, Post+Beam shared the Shoes of Prey message of imagination and trend, and helped The Today Show, ELLE and Style.com broach the new face of innovation. Meanwhile, strategic partnerships placed Shoes of Prey front and center at New York Fashion Week; a national VIP tour inducted influencers to the brand; and blogger and influencer relations drove conversations among social media’s most followed. The result: mass customization was the new black, as Shoes of Prey made their way mainstream.