Having experienced so many problems in finding footwear myself, I can understand the difficulties in being able to find good quality shoes, at affordable prices.. In most High Street shoe stores, large feet are told to go to the Men’s and the smaller footed ladies are offered the Children’s department! My customers tell me that is a real pleasure to buy footwear at Ellie Dickins Shoes, talk with other like footed folk and thoroughly enjoy the experience of buying shoes.”
4. Do you have an online shop/website and do you use social networking for business? The website:
Elliedickinsshoes.co.uk provides the customer with information regarding our stock, and other information regarding services we offer. However we don’t sell directly off the website as we much prefer to communicate with our customers regarding their feet, so that we can ensure the best possible fit first time. Not only does this increase the customer satisfaction level, but as all our staff know our stock inside out it ensures that we gain the respect from our customers in the knowledge that we can be relied upon for advice and information when required.
5. How are you finding the footwear market currently? The recession hit our market in August 2007 when Northern Rock ceased trading. The business bottomed out in 2009-2010. We have seen a steady growth since then, and are looking to increase sales YOY by 30%.
6. What’s selling well? Any particular trends? Which are your best selling footwear brands – and why? Due to the range of sizes and width fittings we stock there is no one particular brand that stands out from others as holistically they fulfil the needs of my customers. My brands are Italian, Spanish and German and I only buy styles that are made in factories in Europe. This ensures that the level of quality and fit remain high. All my shoes are leather, and leather lined. Overall our Italian manufacturers provide the greatest range of size and fit: Moda di Fausto, Riva, Gardenia and Amalfi.
7. Any difficulties/problems? Our challenges are mainly those of stock arriving in on time. Every season we encounter delays from suppliers not delivering goods on time, as agreed when orders are placed. Some manufacturers are improving, but the efficiency of some of their customer services leaves a lot to be desired!
8. Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? I would suggest that any shoe retailer stays focused on the products they are selling and not be tempted to diversify. With so many challenges for the independent retailer they need to stand out from the big boys. If retailers took the time to qualify as a professional shoe fitter then they would be able to give the public a much better service and would ensure customer loyalty, as most worthwhile customers are. Shoe fitting courses are available from the Society of Shoe Fitters: We offer a newsletter to our customers, which keeps them informed of the latest stock, new catalogues and other events that are happening throughout the year.
9. What is your favourite men’s footwear brand/manufacturer – ditto ladies/children’s brand – and why? As I have very difficult feet to fit myself, my favourite brand currently for smart wear has to be Moda di Fausto. They have a vast range of styles within their collection and their shoes are always comfortable to wear, yet fashionable and stylish. They use beautiful leather and the shoes fit different widths and look fantastic whether in the large or small sizes. For casual it is Wolky as their shoes and boots fit well, and the styles are quite modern and funky, as well as putting comfort and fun in your step.
10. How do you select your products – which criteria do you use / what are your customers looking for? Primarily, I look for the range of sizes a manufacturer has to offer, secondly the quality and line of a shoe – will it look good in a size 10? I never buy pack
sizes as these do not reflect the buying patterns of my customers. My customers are looking for a quality, well-priced shoe that will be an investment for their feet. If shoes fit well, feet are happy which is reflected on the face. Well fitting shoes need not be frumpy, however they will not only look after your feet but also the rest of your skeletal system.
11. Which footwear/fashion shows do you attend, how do you rate them? I attend MODA in the UK along with the London Shoe Event. Further a field I visit GDS and MICAM twice a year. GDS is very well organised, and the relatively new venue for MICAM is huge and very well laid out. I enjoy the Italian fair as it is a great place to see what is happening globally, and especially in Europe. I find that the mainland European fashions can take 1 or 2 seasons to arrive on our shores. It is great for people watching too!
12. Do you have a favourite footwear agent? My favourite agent is Philip Joslin. I have known Philip for over 15 years and he was a real treasure in helping me to select the first styles I purchased when starting the business. He has always been honest in the footwear he represents along with reliable in customer service and communication should those situations arise. He is kind, patient and trustworthy, and would not sell a line that he did not believe in himself.
13. Have you always had a passion for footwear? How many pairs of shoes do you own? Do you have a favourite pair? I have had a passion for footwear ever since I can remember, not because I loved shoes – the dread that would fill me with those immortal words “You need a new pair of shoes”. It felt as a child that I would spend my school holidays trudging around shoe shops looking for size 9+ shoes in a narrow fitting with a deep toe box to accommodate my mallet toes; often being looked up and down and then told to go to the men’s department as there was nothing in my size. I opened up the shop, not because I loved shoes, but more so that I hated the thought of spending my life trudging around the country trying to find shoes that fit. I own 35 pairs of shoes, most of which I can wear easily, with some that are occasional shoes – car to bar. My favourite pair currently are a pair of JJ Footwear boots that are so comfortable I could go to bed in them!
14. Any famous customers? We do have some famous customers who come in, as well as “Ladies” and “The Rt Honourables”. I don’t want to name names as that would be indiscreet however we did have a couple of Royal Wedding guests last year.
15. And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? We invested in an EPOS system in July 2011, which has been invaluable in managing stock and buying patterns. Before then it was all in my head! We are continually looking for new brands and manufacturers that can provide the size range we require. We will be launching our VIP Club later this year, along with increasing our social media side of the business, and we are planning to open another shop in the Manchester / Chester area within the next 18 months.
Ellie Dickins Shoes, 97 High Street, Hungerford, RG17 0NB. Tel: 01488 686480 email:
Ellie@elliedickinsshoes.co.uk Web:
www.elliedickinsshoes.co.uk
Ellie Dickins
JUNE/JULY 2012 • FOOTWEAR TODAY
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