• Step 8: Preparing the SoleThe center pieces of the shoe's sole are then covered on both sides by the insole (the piece that rests on the foot) and the outer sole (the piece that rests on the ground).• Step 9: Shoes of Prey LogoThe Shoes of Prey logo is lovingly added to your shoes.• Step 10: Attaching the outsole The outsole is attached to the shoe.• Step 11: FinishingThe final cut , cleaning and polishing of shoes. The shoes are then packaged and shipped directly to your waiting feet. (Shes of Pray) Although the customer demand for customization that Shoes of Prey wants to satisfy is similar to the concepts of mass customization (Pine et al., 1993; Lau, 1995), Shoes of Prey did not start its business on the basis of mass customization. The business began thanks to one of the co-founders' passion for custom-made shoes. They have done nothing to invest in the market in customizing high quality women's shoes. Although some sports brands like Adidas or Nike offer simple customization services for shoes, there were no competitors dealing with customizing high-quality women's shoes and they thought it was an opportunity to