Following in the footsteps of companies we've covered that let consumers customize their own sneakers and baby shoes, Sydney-based online shoe retailer Shoes of Prey is directing the design-your-own trend towards stylish, custom-made women's shoes.

Launched in October, Shoes of Prey's simple, online design tool puts bespoke shoes just a few clicks away for women wanting to design their dream shoes and have them hand-crafted to match their requirements. Customers choose the style, heel type, heel height, adornments and colours, and select from raw materials including calf skin, snake skin, fish skin, silk and more, which makes for a near infinite number of possible combinations.

Prices range from AUD 195 for ballet flats to AUD 300 for 4½-inch heels. International shipping is available, and the shoes take about six weeks to arrive. The service is backed by a generous returns policy which guarantees that if the shoes don't fit, Shoes of Prey will remake them until they do; and if the customer doesn't like the design, they can send the shoes back for a full refund or have a new design made for them free of charge.

Retailers—is this a model to be hot on the heels of? Shoes of Prey welcomes contact from merchants who are interested in offering the design-your-own shoes tool under their own brand. (Related: One-of-a-kind shoe art — High-heeled shoes, designed by the crowds.)

Website: www.shoesofprey.com
Contact: mike@shoesofprey.com

Spotted by: Ngaire Stevens

First came stylish helmets for urban cyclists, then customised couture helmets for the scooter set, now Los Angeles-based apparel company, ScooterGirls, Inc. is adding some panache to protective scooter and motorcycle riding gear for women so that female riders no longer have to choose between safety and fashion.

ScooterGirls founder and CEO Arlene Battishill explains: "The main reason women do not wear protective clothing when riding is they don't like the way traditional gear looks or fits"—which isn’t surprising considering that women’s choices were previously limited to smaller versions of clothing designed for men. Launched at LA Fashion Week in October, ScooterGirls' GoGo Gear was created to appeal to image-conscious female scooter and motorcycle enthusiasts who want to go from their bike to a business meeting or social event without having to change clothing.

Priced between USD 239 to USD 389, the range of fully-armored, abrasion-resistant coats combine cutting-edge, feminine outerwear with robust interior engineering. The coats also feature integrated reflective details for night-time visibility that can be concealed during the day. Outwardly nobody would suspect GoGo Gear jackets were anything but a stylish dress coat, yet they are comparable to any other armored riding gear on the market.

As more consumers across the world opt for scooters and motorcycles to reduce their fuel bills and carbon footprints, the market for innovative products and services for riders is likely to grow. One to tap into! Or perhaps there are niches to be carved out by stylizing other non-aesthetically pleasing protective products? (Related: Stylish fire protection kits.)

Website: www.scooter-girls.com
Contact: info@scooter-girls.com

Spotted by: Cecilia Biemann

With all the online profiles many consumers maintain these days, there's a greater need than ever for flattering photos. Which is why Estée Lauder is offering customers a free makeover and online photo of the result.

Late last month, Estée Lauder offered shoppers at the Carson Pirie Scott store in Orland Park, Illinois, a chance to get a free professional makeup job and photo for use on a social networking page, website or blog. Consumers had only to book an appointment and come into Estée Lauder on Jan. 30; no purchase was necessary. In addition to the makeover and photo—which, it should be noted, included the Estée Lauder logo in the background—participating customers also received a complimentary 10-day supply of foundation. Similar events were held last fall in other Estée Lauder spots around the U.S., beginning with New York's Bloomingdale's in October, StyleList reported. More are planned over the next few weeks in select locations in Canada.

Combining free love, tryvertising and sympvertising into a palette with unique off=on appeal, Estée Lauder's effort is one that could be replicated by any beauty-focused enterprise. What can your brand do to help consumers put their best face forward online....?

Website: www.esteelauder.com/locator/store_events.tmpl
Contact: www.esteelauder.com/customer_service/contact.tmpl

Spotted by: Judy McRae

In this era of mass-customisation, consumers increasingly expect to be able to get exactly what they want, when they want it. Since discontinued products sometimes fall on that list, we're starting to see manufacturers make such goods available once again. Lush was one example we wrote about back in 2008, and now Body Shop has launched an effort along very similar lines.

Through its new Originals line, eco-minded beauty purveyor Body Shop—now part of L'Oréal—has brought back a collection of best-sellers from its early days. Starting in October, classics such as Dewberry Shower gel, Banana Shampoo and Carrot Moisturiser—all popular during the 1980s, and frequently requested since then—have been made available once again. To celebrate the products' return, Body Shop is holding a promotion whereby consumers who vote for their favourite product in the line by Jan. 31 can win a year's supply of it, or 12 bottles. Consumers can also request that additional products be brought back; those with enough demand will be added to the Originals line. A YouTube video explains the new campaign.

Lesson to be learned? Just as consumers can help design and refine new products, so they can tell you when an old product has the potential for new life. Rather than always scrambling for something new, your next success may lie in the annals of time. :-)

Website: www.thebodyshop.com/_en/_ww/beauty-lounge/originals/originals.aspx
Contact: www.thebodyshop.com/_en/_ww/services/contactus.aspx

Spotted by: Cas Stevenson

We've covered numerous design-your-own clothing opportunities over the years, but it seems fair to say that jeans are perhaps the category where such capabilities are needed most. After all, “most of us wear jeans every day, yet finding jeans that actually fit and flatter is still a struggle,” as indiDenim puts it. “Muffin tops, gaping waists, baggy thighs, bunching fabric, camel toe, highwaters, dragging hems, and inappropriate butt exposure abound. Something must be done to stop the madness!” Enter indiDenim, which offers a way for consumers to design their own custom-fit jeans.

Customers of indiDenim—whose parent company runs a like-minded site for custom-made dress shirts—begin by selecting from among several jeans cuts, including slim and relaxed fits. They then choose the fabric, rise and styles they'd like for the pants' fly, leg, hem, pocket and overall treatment. Women’s options at indiDenim include super-low to high-rises, multiple leg styles and more than 30 different back pocket options; men can make their jean a basic five-pocket or add carpenter styling. Both sexes, meanwhile, can select sanding and distressing treatments. Next, customers answer a series of straightforward questions about their body—including their height, weight, inseam and descriptions of their overall shape—and indiDenim's proprietary algorithms spit out sizing specs that are used to create completely customized patterns. Without any human intervention, those patterns are sent to the company's manufacturing partners, where the fabric is cut by computerized cutters and sewn in highly specialized sewing lines.

From there, indiDenim washes, quality-checks, packages and ships the garment directly to the customer in about four weeks. Perhaps most interesting of all, indiDenim allows customers to return custom items for any reason, and makes adjustments at no extra charge. In the site's Design Vault, meanwhile, consumers can buy, browse, rate and comment on jeans designed by other members of the indiDenim community. Pricing from California-based indiDenim begins at USD 145, including free shipping anywhere in the world. Given the prevalence of jeans, seems to us there's room for more than one contender in this market. One to emulate on a localized or niche basis?

Website: www.indidenim.com
Contact: service@indicustom.com

Spotted by: Susanna Haynie