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The mass customization of shoes is one area which is in the focus of the academic and practitioners discussion since the beginning of the emergence of the basic concepts. Since these days we observed many different projects in this industry with different approaches and success in scaling these projects onto a mass level. We show in this case study the key factors and experiences of replicating a best fit based mass customization concept in a well chosen area of the shoe market, mass customized skiing boots, where we concentrate on one of the mass customization possibilities of individual fit and eclipsing the other main feature of style.

ERTLRENZ - Experiences from Scaling Up a Shop-in-Shop System for Mass Customized High Performance Sports Shoes