Harun Güner and Berk Alevi of Butigo, a Turkish women’s high heel company, discuss the creation of their own unique brand of high heel shoes for women at the Webrazzi Summit 2012.

You might not think that two men want to build high heeled shoes, but Butigo, a 212 Ltd portfolio company, designs their own merchandise and, instead of facing competition from Namshi or other e-commerce fashion sites, tries to compete mostly with mostly offline brand names by designing and selling high-end shoes for less.

The team also feels that by understanding what female consumers in Turkey want, they will be able to understand consumers in the Arab World as well. Check out their approach to entering the MENA market.