The famous Italian sports brand FILA brand marketing manager Jiang Yuyi recently revealed that FILA will launch a footwear “make and sell now” plan in 2006.

"At present, all the well-known shoe stores in China only sell finished shoes. But each person's foot type is different, and the wearing comfort is different. In order to make customers wear more comfortable, we intend to use the new technology in the flagship store to produce shoes on the spot for customers. “Jiang Yanyi said that the staff will measure all the data of the customer’s foot through a specific instrument, such as the width and thickness of the soles of feet. Italian professional shoemakers will produce shoes on the spot based on these data.”

Jiang Yuyi said that the plan is currently being rolled out for the first time in China. "It is expected to appear in the Shanghai flagship store by the end of this year."