9. How do you select your products – which criteria do you use / what are your customers looking for?
Our criteria: quality, reliability, good fitting and price. When buying we always ask ourselves what our customers are looking for. Being hands-on owners and qualified shoe fitters we are in a position to talk to our customers, one to one, and glean as much information as they can provide regarding their opinions, problems and requirements in the different areas of footwear.
10. Which footwear/fashion shows do you attend, how do you rate them?
3. Do you have an online shop/website and do you use social networking for business?
We had a website but found the variety of shoes we had made it time consuming and difficult to expand on but with our new till system, which would make it much easier to process, we are reconsidering this possibility. We have not, as yet, investigated the social networking aspect.
4. How are you finding the footwear market currently?
It is challenging right now but with the right products we are managing to keep ahead.
5. What’s selling well? Any particular trends? Which are your best selling footwear brands – and why?
Properly fitted school shoes will always be central to our business and although parents are looking for sale bargains, the majority of discerning parents still believe that corners should not be cut when it comes to the health and well being of their children, particularly their feet, so they are prepared to pay the price for good quality, fitting and service. Start-rite is a premium fitted brand and provides a good selection of the all important school shoe, which is why they sell so well and are our top brand.
6. Does your shop sell other items besides footwear, bags, gloves, tights, socks, below the ankle products?
Laces and shoe polish are the only sundries we sell.
7. Any difficulties/problems? There are difficulties and problems from time to time in all aspects of business, particularly retail. It is how you approach and deal with them that make them insurmountable or solvable.
8. Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch?
Keep an eye on your suppliers’ offers and buy wisely, i.e. that which you know will work for the customers in your area. As all independents will tell you, a bad buying decision will haunt you for a very long time. I haven’t come across a novel idea for clearing lines yet and would be interested to hear of any. Even a “rock bottom” sale price won’t shift an unwanted style, especially as we are finding, more and more, our young customers are becoming very particular and can be quite demanding!
12. And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.?
Taking the business forward in this current climate has to be well thought through and cautious, but at the same time must express natural progress and show our customers we are willing to push a few boundaries. We have already embraced new technology and the Pulse retail systems and if a good idea or brand presents itself we will give it all due consideration. Anyone can be a hare but it takes a steely nerve and courage to be a tortoise.
Contact:
bestfeetfirst@btinternet.com
We endeavour to attend the key footwear Exhibitions but sometimes it is difficult as they occur during the busy times for us – the children’s school holidays in February and August. We have managed MODA a few times and would love to attend more as it is an important and valuable tool to have all suppliers under one roof to see the trends, styles etc. for the coming season. With the influx of suppliers getting individual showrooms together it fills the gap between shows and concentrates the mind on what you are buying and not getting side-tracked by products other than footwear.
11. Do you have a favourite footwear agent?
All our agents are knowledgeable about their brands, friendly and persuasive, which is what their job demands. We have had a long association with one particular agent and have to say Jeremy Hewitt of Hush Puppies/Wolverine has our vote.
Lesley Waddy in the shop
MARCH 2012 • FOOTWEAR TODAY
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