Here's a way to stand out in the crowd: DIY personalised clothing and shoes. Nike, the world's largest athletics shoemaker, lets you design your shoes--from the colour combo to your name on the tongue. In one of the globe's most competitive industries, Nike wants to get the edge by leading in the growing retail trend in customisation, and a way to charge premium prices.
"It's a growing trend, especially in the sought-after youth market," says Sharon Lee, co-founder of a San Francisco retail research company, Look-Look. "Every person wants to say this is much more me, and I'm not part of this kind of mass culture."
This is Nike's second time round in customisation for kids. According to Nike spokesman, Alan Marks, the company has...