Nike Store in Mall of America All About Personalization

Custom Nikes Available at Mall of America

I visited the new Nike Store at the Mall of America this weekend. A midst a spinning dj, dancing models and a good looking street team, it was apparent that the focus of the new Nike concept store was all about customization and personalization.

Surprisingly missing from the Nike store was a large wall of shoes. Instead the store featured many computer kiosks in which shoppers could design their own personalized shoes and t-shirts.

The store represents a major shift towards product personalization in lower margin products. For years we’ve seen personalization in more expensive items like cars, homes, and jewelry. Over time personalization has trickled down to less expensive items like computers, furniture sets and home theaters. Today the trend has continued to shoes and clothing.

The mass personalization of products at the Nike store should bode well for attracting Gen-Y consumers, notorious for expecting high levels of personalization and for expressing their own unique personalities.

The shoes that were on display at the store featured designs inspired by local high schools. I could see that being a major hit for a lot of young athletes, especially those in elementary and middle school. Most high school varsity sports supply their students with shoes and clothing.

The one question I didn’t have answered was how long it takes to receive the custom shoes and products. I’ll have to go back to the store when there is a shorter line to hop onto a kiosk.