ShoeDazzle...No Longer Dazzling

Denise Lee Yohn in a blog post earlier this year asked the question Has Shoedazzle lost its dazzle? She argued that the company, which had pioneered the shoes-as-a-subscription service, was making the fatal mistake of changing its business model and becoming a plain vanilla e-commerce player that sold shoes. Yohn didn’t say this, so I will: If my previous magazine Business 2.0 were still around, this move would most definitely qualify for “the dumbest list” we used to put out every year.

Ladies loved LA-based ShoeDazzle’s subscription service, which was cofounded by Kim Kardashian. Joy and love were the two emotions ShoeDazzle’s customers associated with the company. It was such a brilliant idea that it has inspired copycat after copycat. Startups are aping the model. I thought it was a brilliant model, aptly reflecting the times we lived in, though I wasn’t sure about their ability to make money. Maybe that is why the company thought it should switch its business approach!

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