Putting yourself into your customer's shoes

Jodie Fox is an author and an entrepreneur who may or may not make it. Jodie Fox was a co-founder and the creative director of Shoes of Prey.

Identifying and serving a gap in the market for custom-made shoes at non-luxury prices, Shoes of Prey was considered a global leader and innovator in mass-customisation and on-demand manufacturing.

A fully vertically integrated business that raised over US$27 million in funding, and with more than six million shoes designed, Shoes of Prey changed the way the retail industry thought about product and manufacturing. Shoes of Prey ceased trading in August 2018.