Shoe Brand Goes Direct to Consumer With Mobile Retail Truck

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Trua Shoes, an eco-friendly, cruelty-free maker of casual women's footwear, brings its product directly to the consumer via a shoe truck. Converted to a fitting room, complete with product stock, the brightly-decorated 'mobile boutique' can be spotted on the streets and markets of Los Angeles.

Not only do we get to personally guide the customer through the purchase, we get a chance to talk to them about the humanitarian message the company brings. We're about more than just fashion.

The saying goes that if you want something done right, you've got to do it yourself. The owners of Trua Shoes, a Venice, CA-based startup shoe outfit, couldn't agree more, inventing their own style of retail by taking a large van and converting it into a mobile shoe store. The founders of the fledgling company, Daniel Yeh, Derek Matsuura, and Stefanie Dang decided that when it came to selling their own brand of women's footwear, they could gain many business advantages by taking it directly to the streets.

"Traditional retail stores definitely have their place," says Derek, "but for a new company like ours developing our own styles, it can be difficult controlling how the shoes are represented. Everything from shelf placement to what the salesperson communicates to the customer is up for grabs when you're a new brand. In the end, no one is going to have the love for the designs and the brand like the people who created them. And, of course, it allows us to try out virtually any location."

The van itself is a converted commercial-class vehicle, similar to a parcel delivery truck, only this one sports a slick body wrap and an interior set up, lit like a mini-shoe store. Filling the shelves are shoes of different colors and designs, all original to Trua Shoes. "It may seem like something crazy and new," says Daniel, "but when we talk to customers, that's a lot of what they like. Our typical customer is someone who leads a fast-paced, busy life. Being able to grab a pair of stylish shoes on the run, without having to find parking at a mall, it makes the Trua Mobile Store a fun, alternative way to shop."

The three entrepreneurs think the best part is how they get to interact with the customer. Daniel claims, "Not only do we get to personally guide the customer through the purchase, we get a chance to talk to them about the humanitarian message the company brings. We're about more than just fashion. We're very philosophical and believe that what you do in this world, especially good deeds, can come back to reward you many times over. It's why we donate 10% of all our profit towards developing clean water wells for the less fortunate populations of the world. We've already raised enough to fund a well in Haiti. Currently, we are working on our second well."

Asked if there were any downsides to selling their shoes out of a mobile store, Stefanie jokes, "Sometimes people instinctively think we're some sort of exotic lunch truck. We're getting tempted to start offering Hawaiian soft tacos or something."

Based in Venice, CA, Trua Shoes is a producer of eco-friendly and cruelty-free, casual shoes for those that want to leave a positive footprint on the environment. A boutique designer with an eye towards innovative design, the company runs on a belief of altruism and giving back to the world community. Trua Shoes donates 10% of its profits toward providing developing populations with sustainable sources of clean water. At the company's core is a belief in the philosophy of karma, feeling that "A good deed shall be repaid Ten Fold" and that each pair of shoes sold and the help it provides generates better karma for all.

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Stefanie Dang
Trua Shoes
(714) 308-9984
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Daniel Yeh
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