Friday, June 10, 2011

How your shoes are made

We love video as a marketing tool for Shoes of Prey. We've seen that customers who watch our leather videos are more likely to purchase from us than other customers. And working with video bloggers on YouTube has been game changing for our business.

So late last year we invited a friend of ours Andy Miller to join Jodie and I in China to film a video showing how our shoes are made. Jodie edited the video together earlier this year and here it is:

We've had a great response to it from customers so far. It goes a long way to explaining our mid to high end brand/price positioning in the market, and why it takes 5 weeks to hand make and deliver a customer's shoes.

We've embedded it on our website and we're linking to it in an email we send customer's to let them know we've shipped their shoes to them.

How have you seen other retailers using video on their websites?

This post originally appeared on Power Retail.

1 comment:

  1. You haven't embedded this on the home page and also on the design page (next to returned policy, pricing and leather samples). Why? Wondering if there would be sales uplift if the video was available in these places too.

    Good video. Very much shows the makers "artisan" skill.

    Wondering if different music might aid emotional buying? I know copyright is an issue. However, would be great if you found music that said "creative, unique, confident and inspired by what they wear". This would gear me up: ... HAHA

    Also thoughts on including a watermark in the bottom corner? It is quite a long video.

    Interesting you only showed the model wearing the final pair ... "let's make this pair" ... but you didn't show the design in the online shoe designer.

    Who else uses your video? Are other sites embedding it? Are there hot spots on the video? What would prevent people dropping off (if they are doing so)? A voice over? Diagram of shoe parts (like cow cut) at the beginning and overview of the steps?

    What is the professional process to becoming a shoe maker? How long has this person been making shoes for? Is there a graduate program?

    Random question ... can you get extra grip added to the sole so you don't fall over and get stitches from shiny floors? It would be interesting to do a study form an old fashion boot maker and find out their thoughts on what makes a quality shoe? I wonder what % of their business is resoling shoes versus replacing zips etc? Whether there are more in business because of low quality shoes flooding the market or less in business due to cheap shoes due to cheap labour?