Mass customising footwear: the left® foot company case

The Finnish footwear industry has had a difficult time since the end of the 1980s. The companies that have managed to survive are either innovative or specialised. Pomarfin is one such survivor. After a market analysis, the firm's management concluded that individualism could become a dominant trend. Using modern technology combined with a long tradition of shoe manufacturing, Pomarfin succeeded in manufacturing mass customised shoes. Its new brand, left® foot company, is specialised in mass customisation. Early results of left® foot company are promising. It has become an international brand with outlets in many countries and continues to grow at quite a fast rate. This case examines how left® foot company operates and discusses some of its success factors.