A Cinderella story: Almost…By David James
Everyone wants to be a designer; unfortunately many of us (myself included) lack the talent and commitment that this dream entails. Bespoke or tailor-made clothing allows us to live the designer dream without completing the fashion degree nightmare: additionally you get exactly what you want. So when I discovered shoesofprey.com, I realised many of my female counterparts would feel as if they had died and gone to heaven!
The site, an Aussie start up, allows you to custom design and order your very own pair of heels. Once on the site you can work with a number of different shells and custom design a pair of shoes to suit absolutely any outfit. Now all I need to do is find a men’s version of the site. The catch is the price tag, I think I many of my friends would probably prefer a pair of Jimmy Choos on sale at David Jones for the $300 they are asking.
Despite this, the concept is great and it really is an awesome site. Who would have guessed that all it took was a little video post from 16 year old, apparent YouTube superstar/sensation JuicyStar07!
Testament to YouTube’s power as an advertising tool, the U.S based video blogger did a ten-minute paid review of the site and knowledge of the product exploded. Over 450,000 people watched it, which made it the 5th most viewed YouTube video worldwide when it debuted. It received 90,000 comments, resulted in 700,000 visits to shoesofprey.com and 100,000 shoes designs saved in new accounts! To top this all off their Facebook page grew by 1000 fans in the space of a day.
Massive stats, but what is most interesting about all of this is in the follow through. Sales figures didn’t really rise in the same way that visits and online attention did. Given that the average age of JuicyStar07 subscribers is probably 14.275 years, I guess it is not really that surprising. A lesson learnt: YouTube is great but you still need to reach your target market and those with a disposable income. The stats demonstrate that for shoesofprey.com, this means those who have out-grown their training-bras.
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Comments
Cool I did not know that there was another custom shoe shop in Australia going to have to check them out!! I love PrincessChic.com.au they do the same thing too!