In 2019 218m items of footwear were sold in the UK generating sales of £10.5b, and 100,000 people are employed in retail and wholesale. The impact of Covid-19 has been severe causing a 30% sales drop because of reduced demand. Excess stock, numerous store closures and redundancies are likely to make recovery slow.

Online sales accounted for 27% of footwear sales in 2019, growing 12% due to the wider selection available, perceived price differences and convenience. Yet 47% of consumers try footwear in-store before purchasing online. Comfort and fit remain important, particularly for children with growing feet. While online retail has advantages, particularly centralised distribution and lower fixed costs, these are countered by high return levels and shipping fees.

The footwear industry is also under pressure for its poor sustainability. 90% of the 25 billion pairs of shoes manufactured annually end up in landfill. A typical pair of synthetic trainers generates 30lbs of carbon emissions, equivalent to a 100-watt bulb burning for a week, two-thirds during the manufacturing process. 98% of shoes sold in the UK each year are imported, the majority from Asia.

For high-street footwear retail to recover and survive a new approach is needed that substantially lowers cost, widens purchase channels, provides a compelling, safe and convenient consumer experience, presents unlimited choice, enables sustainable product manufacture and provides value for money.

We will achieve this through digital technology, specifically 3D imaging, augmented reality, computer aided design and additive manufacturing, redefining the way in which consumers purchase footwear.

A novel 3D foot scanner will accurately capture the full foot shape and load zones, generating a shoe template with the perfect size, fit, cushioning and support that can be customised and tried on using a virtual mirror. Once the customer is satisfied, bespoke shoes will be sustainably made-to-order.