Shoes of Prey—Design Custom-Made Shoes

Identifying Opportunity Within the Global Fashion Industry

Caroline Swee Lin Tan

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208765.0016
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This case study focuses on Shoes of Prey, a fast-growth online retailer that disrupted the footwear industry in 2009. By 2014, the company reported sales growth rates of approximately 250 percent. The case describes how Shoes of Prey started their fully customizable shoe venture and follows the entrepreneur’s start-up and growth process. The business expanded into the brick-and-mortar environment by establishing a physical presence in an upmarket department store in Australia in 2014 and the United States (through Nordstrom department stores) in 2015. As of October 2016, the company decided to scale back and focus on a pure e-commerce strategy due to the lack of profitability and increasing costs in physical retail. Shoes of Prey continues to disrupt the industry by entering the growing athleisure market in late 2017, introducing customizable fashion sneakers.

Students will learn how the entrepreneurial team discovered that their idea was a good business and market opportunity, and the different issues faced throughout their entrepreneurial journey. This case study is targeted at students undertaking fashion business courses focusing on Fashion Entrepreneurship, Entrepreneurial Process, Entrepreneurship and Innovation, Small Business Management, or Entrepreneurial Strategy and Growth.

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