Shoes of Prey sets up shop | IR News

Shoes of Prey sets up shop

Posted Date: 29/01/2013

By Inside Retail

Customised footwear e-tailer, Shoes of Prey, has opened its first physical store at David Jones' flagship Sydney store.

The new store features a 2.4m flower sculpture made from Shoes of Prey products, as well as a shoe wall and tailor made table for customers to design their shoes.

Michael Fox, Shoes of Prey CEO, said that while the brand has experienced strong growth over the last three years online, two key opportunities identified were allowing customers to see, touch and try on our shoes.

"Our partnership with David Jones helps us with both of these opportunities. Women are able to try sample shoes on, see and touch the leathers and get great design advice from our Customer Happiness Wonder people instore," said Fox.

David Jones merchandise group executive, Donna Player said the Shoes of Prey instore concept is an exciting, innovative and inspirational addition to David Jones’ omni- channel retail offering.

"We are committed to providing our customers the best new brands and a unique, personalised service, which the customised shoes available through our partnership with Shoes of Prey certainly deliver," said Player.

Shoes of Prey appointed retail marketing specialists, The General Store, to develop the store experience.

"We didn't want to copy other concepts from overseas or follow any trends in retail design, so The General Store were perfect for us. They are highly original and innovative thinkers who brought strong consumer insights and commercial thinking. They were a good fit with our culture," said Fox.

Matt Newell, Strategy Partner at The General Store, said that strategically the store had to achieve two key objectives.

"Firstly, custom designed shoes is still a niche concept in Australian retail. We needed to create a store that would attract shoppers from a distance and explain the concept in an inspiring way. That's why we developed the striking two metre high flower sculpture that is made entirely of shoes. It celebrates the beauty of the product as well as the creative potential of the design tool," explained Newell.

"Secondly, designing shoes instore requires high levels of dwell time, so the retail environment needed to be inspiring and immersive."

The store is at David Jones Sydney, on its women's shoe floor on level 4.

For more details and pictures of the new Shoes of Prey store, check out Inside Retail Magazine's February/March issue, due out next month.

Keywords: Shoes of Prey, David Jones

Comments:

Tuesday, January 29, 2013 by Pistonbroke

Now are footwear retailers going to complain that this cyber-predator is taking sales away by having a bricks & mortar store?

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