Last year, the New York Times wrote a piece about the growing number of companies that were putting business decisions in the hands of customers. However, FSB picked up on this trend back in 2004 when we highlighted John Fluevog shoes in our Next Little Thing package. This Canadian shoe company was allowing customers, referred to as Fluevoggers, to design shoes. JFS released its 11th customer-designed shoe this fall.
JFS also created a photo gallery called Flueshots where Fluevoggers can post photos of themselves. "It's not easy for us at the head office to see who's wearing our shoes and how," said Steve Bailey, marketing and communications manager. "The photo gallery gives us good insight into how people are wearing our product. As a small business, it can be hard to keep track of this."
The company has continued to grow steadily since 2005, with revenues jumping 40%. It currently has nine retail locations and plans to open another North American location in 2008. The company also received heavy exposure when Whoppi Goldberg wore a pair of Fluevogs on The View in September.
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