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shoes of prey
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 7)
Sramana Mitra: On your website, I cannot get the shape of the boots. I don’t have the flexibility to be able to change the shape of the boots. You have a certain structure to the boots that you’re offering. You offered customization on the heels, leather, and colors but in terms of the shape of
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 6)
Sramana Mitra: The seed round was mid-2012. Then two years later, you raised what you’re now calling Series A – the $5.5 million. Jodie Fox: Yes, we did do bridge rounds in between. In November 2013, we raised $1.75 million. Sramana Mitra: What else is interesting in your story that is worth highlighting in the
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 5)
Sramana Mitra: Did you have the ability to manufacture at a large scale with your design partner and did you have all the shipping and handling set up at that point? Jodie Fox: Yes, we did have the setup for the shipping and handling of international orders. We didn’t necessarily have the correct manufacturing setup.
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 4)
Jodie Fox: Around five months later in March 2010, the next big thing we did was work with a YouTube blogger to promote Shoes of Prey. This idea of working with YouTube was not one that we’d heard of before. This YouTube blogger that we approached had a following that she had built around make-up videos. She
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 3)
Sramana Mitra: Before you resigned, the site had already gone live? Jodie Fox: That’s right. The website broke-even within the first two months. We still have savings that we were relying upon, but it meant that there was financial security in the company. Sramana Mitra: When you say it broke-even in the first two months,
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 2)
Sramana Mitra: What year are we talking? Jodie Fox: We went live in October 2009. The idea started to come together at the end of 2008 and the beginning of 2009. Sramana Mitra: How did you get it off the ground? Did you self-finance it? How did it all come together? Jodie Fox: We bootstrapped
Making Mass Customization Work: Jodie Fox, CEO of Shoes of Prey (Part 1)
Mass customization has been the holy grail of the fashion industry ever since the Internet was born. Jodie Fox discusses why mass customization is so hard, and how her company is scaling a business that offers custom shoes. Sramana Mitra: Let’s start at the very beginning of your story. Where are you from? Where were
