Reichwald, Ralf / Piller, Frank

3
Interaktive Wertschöpfung in der Innovation: Open Innovation
Abbildung 3–17: Beispiele für Toolkits für User Co-Design in der Schuhindustrie (entnommen
aus Piller 2005a)
Brand, name of the
customization program,
and year of
introduction
mi adidas
(adidas.com)
since 2000
Converse (converse.
com / converseone)
since 2004
Nike iD
(nikeid.com)
since 1998
Puma Mongolian
BBQ (puma.com /
mongolianbbq)
since 2005
Reebok
(rbkcustom.com)
since 2005
Vans
(shop.vans.com)
since 2005
Timberland
(timberland.com /
customboots)
since 2004
FootJoy GolfShoes
(myjoys.com)
since 2003
JG Customs
(booktown.com /
jgcustoms)
since 2003
170
Customization options,
price range, and
distribution channel
Retail based
Custom fit & design
Price range: 140-160 USD
Internet based
Aesthetic design
Price range: 60 USD
Internet based
Aesthetic design
Price range: 50-80 USD
Retail based
Aesthetic design
Price range: 100 USD
Internet based
Aesthetic design
Price range: 60-80 USD
Internet based
Aesthetic design
Price range: 50-60 USD
Internet based
Aesthetic design
Price range: 170-180 USD
Internet based
Custom fit (limited) and
aesthetic design
Price range: 140-165 USD
Internet & retail based
Aesthetic design
Price range: 300-400 USD
Scope of the program
Six shoes (two running shoes, one soccer,
tennis, indoor, and basketball shoe
respectively).
Three areas of customization: fit (length
and width of each foot), performance (outsole
and mid sole options and seasonal
upper materials), and aesthetic design.
Three shoes (Chuck Taylors high and low,
Jack Purcells). Custom colour and embroidered
lettering.
Fifty-one shoes (thirty-one for men, seventeen
for women and three for kids), six
bags, five watches and three golf balls.
Custom colour and lettering.
Individual style by combining different
parts of the shoe on kiosks installed at
selected Puma locations. Very tactile with
a DIY flavour.
Two shoes.
Custom colour and patterns
Two shoes.
Custom colour and patterns
Six shoes (two for men, three for women,
two for kids).Many colour options.
Popular golf shoe.
Custom colour and individual length and
widths for both right and left shoes.
DIY approach (small user company modifying
standard Nike shoes with own creations).
Real personalization, hand painted,
small batch sizes