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Shoe struck

Shoe brand allows customers to design their own footwear using an iPad application.

fashion and trends Updated: Dec 12, 2010 16:24 IST
Shweta Mehta

If you’ve ever found the perfect shoe, only to place it back because of a niggling detail, worry no more. An app for shoe customisation takes the customer-is-designer theory to a new level.

Creative Factory, Puma’s latest brainchild, allows patrons to create unique sneakers for themselves. After choosing a footwear style, they can experiment with an assortment of materials and fabrics to design the shoe. Finally, a custom-designed iPad application at the showroom renders a preview of the final design.

“Today, it’s all about individual creative expression,” says Rajiv Mehta, MD, Puma, adding, “We’ve only just launched, but the response is great.” Although Creative Factory is available only at selected outlets for now, there are plans to make it a permanent fixture at all Puma Concept stores. Early 2011 will also see an online launch. The shoes cost between Rs 7,000-8,000 and are delivered within six weeks.

Explaining the process, Mehta says, “The basic shoe silhouettes are defined, hence cutting down the time to make it from scratch and the need to have different tools for the same. Thus, there is actually no mass production.” For those who need second opinions, the store has trained staff to guide them. “They aren’t designers, but they are acquainted with the app and have a keen sense of design,” says Mehta.