AGENT PROFILE Editor, Cheryl Taylor, talks to footwear agent Nick West of Compass footwear
Name: Nick West Agency: Compass Footwear Ltd Brands: Garvalin, Agatha Ruiz De La Prada, Biomecanics and Bisgaard Home town: Hingham Norfolk Family: Laura (wife) and two grown up kids Emily and Alistair Age: 50 Contact details: Mobile: +44 (0)7922-037370
info@compassfootwear.com
1. Tell us about your background? I didn’t really enjoy school until I actually left and then went to college. There is always a joker, and that was me. The teacher who liked me most was the Phys Ed. master as I excelled at most sport. I was particularly lucky as he was the one responsible for meting out punishment…so he saw quite a lot of me! My name got shortened to Nick because it was engraved on so many trophies it was cheaper than Nicholas.
2. How did you get into the footwear trade? My father was a partner of Kennedy’s shoe shop in Canterbury and it was a ‘given’ that I went into the business. I went away to John Hearne of High Wycombe for a year, which was a massive independent in those days, and did Business Studies at College. Clarks ran a ‘Sons & Daughters’ course (independent retailers were handed down in those days) which was a fantastic training ground for the industry, learning all about the manufacturing process. I also made my own wedding brogues (which are still going strong 30+ years later) at Loake Bros.
3. Tell us about your brands? Most of my selling career has been selling children’s shoes, so I am known as a specialist in this area. I have four children’s brands that myself and my colleagues sell, three brands from Spain and one from Denmark: Garvalin, Agatha Ruiz De La Prada and Biomecanics and have just taken on Bisgaard. Quality product means everything to me, and although you can occasionally ‘get rich quick’ by selling a cheap flash-in-the-pan ‘fashion fad’, I prefer my peer group to associate me with good products.
4. How are you finding the footwear market currently? It’s really hard for retailers – particularly the independents. Fortunately my brands hit the spot and offer my retailers good value and quality. They know I am straightforward and fair and that the suppliers I am dealing with give the same sort of service. So in general terms Compass Footwear is doing OK, but I really believe that times are tough just now and I am thankful the weather has
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been on our side for once and wonder how bad thing’s might have got if it had not!
5. What’s selling well? There are certain brands in niche areas that continue to do well, but generally good priced honest shoes and sandals in bright colours which are a bit different. Retailers need to make decent margin, but not all retailers are great salespeople and regardless of margin, what the consumer wants the consumer buys, so they really have got to up their game and chase every sale and offer something extra. At the high end of the market, kids’ footwear consumers want something different so that their children stand out; they want people to notice their offspring.
6. Any particular trends? Boys haven’t changed too much – although fashion is a little more important than it was. They want rugged well put together tough shoes or closed toe sandals that are ‘cool’ and strong enough to play football in, but swayed more by designer names and logo’s. Whereas little girls still want bright pretty colour’s and gorgeous trims, which will match their outfits and look ‘designer’. It’s not about the name for young girls; it is the look that counts.
7. Any difficulties, problems? Getting paid for the goods delivered on time! Retailers often assume that suppliers are rich and can wait for their money, forgetting that they have actually have had to invest ahead of sales and are just as reliant on getting paid for their orders as the shops are in selling the goods. If retailers gave consumers a line of credit and then still did not get paid on time, they would not be too happy!
8. Any tips on stock offers, novel ideas for clearing lines? Fortunately we do not have any clearance at the end of the season everything goes!!!! How lucky is that? I have however noticed that more retailers are looking for ‘in-stock’ this season and I am not surprised as many ordered carefully due to the recession and those new to our brands did not realize how well they would sell and need more!
9. What was your first job? I suppose this has to be the work experience mentioned earlier at John Hearns in High Wycombe. It was 1976 the hottest summer on record and as the newbie and 6’4” it became my job to get the blinds out. The shop was on a corner and had around 8 large windows. It was 35 minutes of pure torture every day that summer, getting them out and winding them back in again, heavy with dust.
10. What did you listen to on your last car journey? The Bombay Bicycle Club album and Norwich City playing Portsmouth away, (it was a long journey).
11. Any hobbies? Waterpolo and boating
12. What one thing do you wish you could do better? Keeping my desk tidy….
13. What’s your biggest achievement? Getting Laura (Secretary of the Society of Shoe Fitters) to stay married to me for 22 years.
14. Who is your role model? Mike Hull my old boss at Start-rite, who is no longer with us unfortunately. He had a great way with customers and his staff, could assess a person’s character in 5 minutes and was never proven wrong. He was always firm but fair and could sell snow to the Eskimo’s and still get a free penguin thrown in! Mike once bought a sailing boat for a pittance and towed it to the south of France. He used it for 2 weeks and on the day of his return someone said ‘that’s a nice boat’ – he said ‘you can buy it if you like and I will throw in a trailer’ …sold – made three times the amount he paid for it and didn’t have to tow it home! He was a legend.
15. Any plans for the future? My son Alistair will be joining Compass Footwear from January 1st 2012 having spent time with Shoe Studio, Austin Reed and currently an Underwriter for Aviva Insurance. Now the 3rd generation joining the shoe industry.
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