Due to the importance of packaging, the Shoes of Prey team in Japan have developed their own Shoes of Prey gift certificate and their own packaging process for Japanese customers. Unlike the rest of the world we ship customer's shoes for Japan from China to the Japanese office where they're repackaged before being couriered to the customer. There are a number of reasons for this:
- Our boxes are sometimes damaged during international shipping. A Japanese consumer wouldn't accept a damaged shoe box so repackaging in Japan allows us to use new shoe boxes.
- Our original shoe boxes were sub standard for the Japanese market so the Japanese team sourced their own shoe boxes to use for Japanese customers. We've since switched to a similar shoe box for the rest of the world.
- Our felt shoe bags can attract dust so Yuka and Taka ensure all the dust is removed from the bags before the shoes are re-boxed.
- Yuka hand writes a note in Japanese to each customer to be delivered with their shoes. (We write a note in English for customers in other markets, but English wouldn't do for Japan).
We felt that localising our product for other markets would be critical for us to grow, particularly in markets like Japan and it's fantastic to see that in action. We'll also take back with us some of the processes the Japanese team are using and apply them to the rest of the world.