30-31 FOOT FEB10 shoe heaven:Footwear_Jan10_p30 02/02/2010 12:41 Page 30
Retail
Shoe Heaven -
foot sinners’ pearly gates
C
hiropodists stocking and selling shoes has added a new According to shoe fitting expert, Laura West, Secretary of the
dimension to footwear retailing. But, is the footwear retail Society of Shoe Fitters: “The owners of 'mature' feet often feel
trade missing a trick here? Think about it… The shoe buying extremely self-conscious about their feet looking misshapen and
experience is not always what it’s cracked up to be, but now ugly, and feel embarrassed by the reaction of perhaps young,
there is the opportunity for shoe retailers to offer value added unskilled/untrained staff serving them. Going to a chiropodist
services that could increase the customer footfall (literally), where they are used to viewing various foot ailments and where a
revitalise retail shoes stores and put the sale of shoes on the client will receive a personal and private service, may therefore be
Internet on the back foot. perceived as the right atmosphere in which to try on footwear”.
Picture it. Instead of the conventional shoes store with shoes An in-store chiropodist and podiatrist could be the perfect
lined up on racks or perched on display stands, the new “Shoe solution for those who need orthotics: usually this is a chicken and
Heaven™” is a shoe and foot health emporium as inviting as an egg situation - they can buy the shoes first and the orthotic will not
upmarket coffee house, a five-star health spa or a first class airport sit comfortably, or the orthotic is made and won’t fit into any shoes.
lounge. In Shoe Heaven they could consult a podiatrist and have the
People seeking the “Shoe Heaven Experience™” will be met at orthotic made to measure, while they relax in the foot spa and later
the reception where, before the greeter asks their requirements, try the orthotic with their chosen shoes.
they remove their shoes and don a pair of ergonomically-designed Chiropodists whose knowledge and skills are about feet and foot
slippers or be able to walk barefoot on the deep pile white carpet. health could supplement their knowledge so as to be able to offer
The greeter will then settle the client into one of the sumptuous accurate advice about footwear.
sofas scattered around the warm, softly-lit lounge (not a customer Young, unskilled/untrained shoe retail staff have something to
anymore – you will see why) to inquire into their needs: “Would you aspire to – a professional qualification, and being recognised more
like a tea or coffee madam? Some freshly squeezed juice, or maybe formally for their knowledge of shoes and footwear. Trained staff,
glass of champagne? – might be the first question. including those with a qualification from The Society of Shoe fitters,
Have they come to browse the wide selection of fashion, health would find themselves highly sought-after ; employers would
and comfort shoes or have they come to have their feet treated by encourage more staff to train to fit shoes, and some people would
a chiropodist or a podiatrist? A pedicure perhaps, or to improve go on to pursue careers in foot health.
their general well being by having a session with a reflexologist? A
posse of SSF trained shoe fitters hover in the background, waiting Shoe Hell?
to attend to their every shoe fitting need. Shoe Heaven may seem, at first sight, to be Shoe Hell to a retailer
concentrating on fashion shoes. But, all shoe retailers have to
“Mature Feet” accept that demographics are not on the side of pure fashion –
For the past four years or so chiropodists have been selling according to Laura at both ends of the age range: “Historically it is
specialist footwear to clients who come to them to have their feet the elderly whose feet have been ravaged over the years in ill fitting
pampered and restored, to have those in-growing toe nails, corns footwear which has affected their physiology so that the usual
and bunions pared and honed, but most of all to seek advice. complaints of arthritis (both rheumatoid and osteo-) attack the
30
•
FOOTWEAR TODAY
•
FEBRUARY 2010
www.footweartoday.co.uk
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