DSW takes personalization to new level

Shoe shoppers know how individual fit can be, and footwear chain DSW Inc. is trying to be as accommodating as possible.



DSW is partnering with 3D footwear printing specialist Feetz to create custom fit, sustainably made shoes. Feetz uses a combination of 3D printer technology and human craftspeople to make new pairs of shoes in hours and designed software to custom fit shoe designs to consumers’ feet.



Leveraging a smartphone app, customers take three photos of each foot with a white piece of paper, and within minutes receive a 3D model of their unique foot that is accurate to within a few millimeters. Feetz takes more than 30 measurements from each foot, including length, height, girth, arch and heel cup.



"DSW is excited at the possibility of bringing Feetz's innovative technology to our customers,” said Simon Nankervis, chief commercial officer of DSW. “The Feetz model will allow our customers to purchase true custom fit shoes at a fraction of what traditional bespoke shoes cost. We believe that giving customers the ability to purchase on-demand, affordable, custom fit shoes has the potential to disrupt the footwear market as we know it today,"



3D product modeling and printing is slowly making its way into mainstream retail. Dylan’s Candy Bar is piloting the use of 3D printers to create personalized candy. Nordstrom is not offering 3D printing of shoes, but does let customers personalize shoes with 3D foot models through a partnership with Shoes of Prey. Specialty men’s apparel retailer Knot Standard also uses 3D modeling for personalized fit.



As part of this relationship, DSW Inc. led Feetz's Series A funding, which also included participation from existing investors Khosla Ventures and The Jump Fund. Erin Kelly, senior director of innovation at DSW, will join Uli Becker, previously CEO of Reebok, and Vijit Sabnis of Khosla Ventures on the Feetz board.