Tod's doing customization pop-up

Everyone wants to be unique. Tod's recognizes this. As a result, their 650 Madison Avenue store now has installed a pop-up my Gommino shop. Shoppers can customize Tod's best selling driver loafers.

The pop-up opened July 19, and will remain open through October. The customized loafers are at a starting price point of 550 dollars.

When shoppers enter the store, they are directed to a toggle screen where they have over 2000 color options available.

Prior to the program entering the U.S. market, it had already been tested and enacted in Italy.

Tod's chief executive officer Diego Della Valle said: “I wanted to launch a project that empowers our customers to create their own Gommino whilst focusing on the detail of our handmade product and craftsmanship. ‘My Gommino’ allows Tod’s to bridge creativity, technology and the knowledge of our artisans with the outcome resulting in a customized classic driving shoe, the epitome of Italian style.”

In an era of made-to-measure popularity and customization, Tod's chose an excellent time to launch this program. The value proposition that custom items make for more satisfied customers who will want to come back.

Although Tod's group SpA has scaled back on store openings and reduced their projected figures, programs like this are sure to help make up some ground for those original projected losses. Tod's is attempting to get back to that 100 million dollar mark after net profit declined to 96.1 million dollars last year.

photo: Tods.com