BUYER PROFILE
The picture shows from left to right: Kirstin Deutelmoser (Director GDS), Helen Povey (branded footwear buyer, Office), Rufus Hound (comedian and presenter).
Editor Cheryl Taylor talks to Helen Povey, Senior Branded Buyer, of the Office retail chain, recently voted Footwear Buyer Of The Year, Drapers Awards 2010.
Tell us a bit about your background? I was working part time in Faith Shoes while I was studying at university. I got a lucky break when I called head office to ask for more information about the buying function and they told me that there was a buying admin position available and did I want to apply. I was always excited when the new deliveries arrived and would always open the new boxes straight away and had an opinion on whether they were commercial. I always wanted to work for Office from the beginning of my buying career – Office is a really unique business in both in its fashion forward product and the amazing talented people that work here.
Which particular footwear brands do you like and why? My personal favourite is Vivienne Westwood for Melissa – an amazing collaboration. Havaianas are a great brand; flip flops in every colour you can imagine and a brand that is constantly evolving with a strong heritage product.
What are the big trends for the season? It is going to be another massive ankle boots season this year – I am still seeing so many girls around London on the hottest day of the year wearing ankle boots with shorts. All footwear this AW10 is shearling lined and Ugg Australia will continue to dominate.
How do you select products – what criteria do you use / what are your customers looking for? I select by interpreting trends, previous seasons sell thru and buying as a cohesive collection. The OFFICE customer is always looking for the next big thing and moves on really quickly. A point of difference and exclusivity are also important.
24 • FOOTWEAR TODAY • AUGUST 2010
Which footwear/fashion shows do you attend, how do you rate them, and why? Bread & Butter – it’s the first show of the new season so gives great insight. It is also useful to see the clothing trends as a footwear buyer. I need to bear in mind what clothing shapes are in. Magic – Always looking for something new from the US and hope to be the first to introduce to the UK.
How can the trade help Office buyers in their footwear quest? On a branded side it would be coming to OFFICE first with a brand. It’s always good when brands consider us as the market leader and want to be our partner. With the recession brands are generally holding less stock – this always helps us to maintain sales and we are known to be on top of chasing stock to aggressively trade a brand through the season.
What is your favourite pair of Office shoes? For AW10 I love the Korr lace up at £85.
Have you always had a passion for footwear? How many pairs of shoes do you own? Always, for as long as I can remember. It’s tough though, as I always want the following season’s styles and once they get delivered I want the next season again. I have over 150 pairs of shoes – too many to count.
Contact: Helen Povey, 0207 490 5003 Korr lace up at £85.
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