AGENT PROVOCATEUR
Weather or not?
W
With Easter trading upon us and nicer weather to come, how many of you feel better and brighter when the sun shines – not only in yourself, but in your business too? Unfortunately, recent weather has been unkind to us and, all
too often, I turn on the T.V. to watch the news and weather forecast to see farmers moaning about the conditions. It’s either too wet to plough, too dry to grow, or the ground is frozen and farming is set back two weeks. Would they believe that what affects the farming industry is also pivotal to the footwear industry? I have been told by retailers many times in the last month that the
weather has been so bad that they haven’t seen a soul (or should that be sole?) through the door all day. We all know the knock-on effect of that – no money in the till and the bills don’t or can’t get paid! The wintery conditions have been so dire that consumers seemingly have not even ventured out to buy Wellies, let alone leather boots. How much of an impact do weather conditions have on shoe sales?
Well I would venture as far as to say…massively. Try telling that to a ‘new account’ when they get carried away buying every gorgeous sandal in your case, or every boot in every colour. What a dilemma for those of us with a conscience – do we take their money thinking ‘they will be a four-season-wonder and if they don’t buy from us, they may well order vast amounts from someone less scrupulous and moral, so perhaps we should make hay whilst the sun shines? Or do we give them the benefit of their inexperience, curb their enthusiasm and not turn too many pages in our order books? Often the look of disbelief we receive on the faces of some when they fail to believe the implications of misbehaving weather is priceless. If they are too disbelieving, you cannot help but feel some will take advantage and put down two pairs of a size. Spring shoes sold early enough in the season may
lead to sales of another pair in June/July, and possibly even a pair of sandals, giving that all important ‘sell-out’ for a good season. But, it is a difficult and frustrating job for retailers to budget, forecast, plan, buy and arrange delivery dates - all to make sure they have the right footwear at the right time for their customers - only to be let down by the weather. And, just for once this is not quite such a problem for the manufacturer. The supplier (unless specialised) is likely to produce ‘a range’ to
is ‘good’ for the time of year (cold in November with rain and snow, and warm and sunny in time for Easter) then no matter the style or colour of the shoe, if the weather’s right, it will sell. One relies on good luck and the benefit of experience – again, not so easy for that ‘new account’. It is not possible to order every style under the sun (or cloud) ‘just in
case’. Manufacturers through the ages have tried to please – hence the introduction of the ‘shandal’, or the now dwindling popularity of ‘wellington shoes’ with bits cut out! My best advice is to play safe on your basics; but don’t be too sensible! You should never be afraid to go for some zany styles or new brands because this could be just the right eye-candy in the window that draws someone new into your shop. You may just stand out from your competitor making your shop a little more unique – fantastic in a high street of predictably cheap plastic, poor quality, non-porous pumps! Unless you have a crystal ball, it really is impossible to predict what
the weather will hold for the year’s sales figures. It is as unavoidable as summer following spring and winter following autumn, so what else can we do to help ourselves? As much as Internet shoe sales have eroded footfall in our retail outlets, this is a time when independent retailers in
If the weather forecasters (the ‘professionals’) can’t get it right, how is the retailer supposed to know what to buy and when? If the weather is ‘good’ for the time of year (cold in November with rain and snow, and warm and sunny in time for Easter) then no matter the style or colour of the shoe, if the weather’s right, it will sell.
particular, should start to think about an Internet presence and offering ‘end of lines and sale items’ online. If you have bought something that you know has been a major
include most items, as different countries will require different things, so this preponderance with the weather mostly affects ‘Joe Retailer’ – particularly in the U.K. Think how much easier it is to be a buyer in Dubai knowing that the weather will be sun, sun, sun; no need to buy wellies, boots, or even furry slippers for Christmas, or a retailer in Icelandic countries where the majority of sales will come from fur-lined boots and ‘tex’-lined stout walking shoes. Mind you, how boring does that sound? Wouldn’t we still find something to moan about or blame? If the weather forecasters (the ‘professionals’) can’t get it right, how is the retailer supposed to know what to buy and when? If the weather
mistake due to too much rain or too much sun, then it is better to ‘shift’ them to a country who will want them rather than tell your suppliers they don’t fit, are not what you saw at the ‘buy’, are not good quality etc. Yes, all salespeople/agents have heard these excuses a dozen times, mostly unfounded and unfair, (and usually when finance and business is not as good as the retailer would like!). So, as much as Internet sales can ‘shoot you in the foot’, sometimes you have to take the gun in hand and turn it to your advantage. A good year for weather means a good year for sales. Let’s hope
then that this year will see the rain raining, the sun shining and the snow falling (enough to look pretty and not bring the country to a standstill) … when it should.
10 • FOOTWEAR TODAY
• APRIL 2010
www.footweartoday.co.uk
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