THE SOCIETY OF SHOE FITTERS Training Courses


there is no legal obligation to know anything about feet or footwear to sell shoes and websites are currently not obliged to display a health warning - but there is a moral obligation. If you visit a dentist, a hairdresser, a tattooist, an


acupuncturist etc. you expect them to be professionally qualified just in case they damage your health in some way. When consumers buy shoes (particularly for children) they expect the same treatment, but the majority of shops cannot claim to have a professional shoe fitter instore. Many staff merely wield a fitting gauge assuming the information it gives will guide them to the right box therefore the shoes will automatically fit, but of course they don’t, therefore the public believe they can do a better job themselves. Sadly using a gauge is just the first step in fitting shoes correctly. Health experts are aware of this and recognise


Jan Parry President


I


t never ceases to amaze the Society of Shoe Fitters that after 52 years of existence with regular PR and adverts in most editions of the trade press, and a continual presence at MODA


for the past 23 years, that there are still many businesses who have not joined them in some way. The SSF are the good guys of the industry. They are not-for profit and run by a voluntary council and the current Secretary Laura West has been guiding the way for the past 23 years. This is an organisation that gives out more than it takes in and helps both the industry and the public, networking both. The ‘SSF family, the finest in the industry’ is how Laura describes members and Associate Members, all working closely together to help one another. Our last President Bernard O’Brien is from Ireland and our current President hails from South Wales – Jan Parry, so the team is diverse. When you see the state of young people’s feet and the way they walk today, it is not rocket science to understand why. Unfortunately the damage done to feet by ill fitting shoes (other area’s of the body too), is gradual and there is no doubt that poorly fitted shoes don’t just damage feet but one’s entire physiology. It is only when aches, pains, arthritis, rheumatism etc. creep into our joints that we realise some if it is down to our gait and start to regret that we neglected our feet, or resent our parents for their lack of care. Bunions are no longer the preserve of the elderly with 12 and 13 year olds suffering. Shockingly


the appalling lack of knowledge and professional service on our High Streets which has led to a surge of interest in selling ‘comfortable’ footwear in clinics and health centres, taking more trade away from retail outlets. Everyone needs a USP (unique selling point) to


encourage sales, and what better USP is there to say your staff are all ‘qualified’ shoe fitters? Cash flow may be a cash dribble but it is the best time to invest in your business. As the owner of your business you may know your stuff, but if you spend all your time in the office checking figures, counting stock, or simply wafting in and out leaving staff to it, your future is in their hands. Retail staff are the ‘face’ of any business; if they are unknowledgeable, unhelpful and generally poorly trained, then it is unlikely customers will return. Training should not merely consist of knowing where the kettle, toilet and till are, it should be ongoing and empowering, allowing staff to feel capable of answering questions and important in their own right for the good of the business. The SSF courses do just that (and for the highly experienced fitter there is always the straightforward Entrance Examination). ‘Footfall’ is exactly that, so the SSF are being


pro-active to support members whether they are minimum wage shop staff, highly paid Podiatrists, cash-strapped shop owners, or financially aware footwear suppliers. Laura said: ‘Our first project of the year was to add a page to the website for members to freely advertise for staff, fixtures, fittings, stock, even businesses, proving worthwhile to all. We also invited reputable manufacturers and


suppliers to become Associate Members so that they can network with our membership. The SSF


If you would like to join us and would like access to our help and support, contact us now… (www.shoefitters-uk.org or Email: secretary@shoefitters-uk.org)


Footwear Industry Awards – visit our website www.footwearindustryawards.com NOVEMBER/DECEMBER 2011 • FOOTWEAR TODAY • 17


are particular about their Associate Members and reserve the right to refuse applications. It only costs £200 a year to be an Associate Member with lots of free promotion and opportunities for all, which has had a rewarding knock-on affect for everyone involved. Hot off the press we will be sending members


two new free show cards to politely remind the public of their obligation when using a fitting service, and reminding the public of the importance of a professional fitting service if they have no intention of buying from the shop (if Misfit is a member then he will no doubt ask for two!). And now we can


Laura West Secretary


offer ‘members only’ our latest investment - a new infant fitting gauge to complete our suite of fitting gauges. Those selling Clarks, Start- rite and Hush Puppies have access to good gauges, but shops


that don’t still wish to offer an excellent fitting service and this will help them tremendously. In consultation with professional gauge makers – Carter Design Group, the new gauge is user friendly in every sense, complimenting the knowledge our members have. Our courses are constantly revised (next course


starts March 1st following MODA) with a special Deluxe course for new businesses and we are working closely with Datateam to provide a first class Footwear Awards Dinner at the Moda show – not to be missed! We have even doubled our promotional/advertising efforts to lead consumers to the finest in the industry. All in all there is never a better time to be


involved with the Society of Shoe Fitters. Our assistance to members is far-reaching, we are continually raising the bar.


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