Footwear Retailer of the month Cheryl T
aylor talks to David Gummers of F How did you get into footwear?
Tell us about your background and your current business? In 1979 my father George Gummers opened a shop called Footlight in Millom, which was where he had been Managing Director of a leather tannery. This was a dying industry in the UK, so he had to find a new direction. He thought it wise to go into something where he had contacts. This proved to be a smart move. Within two years he had taken over the Dickinson shop in Ulverston as the owners wanted to retire. We expanded further into Barrow as well, where for a while we had two shops. My father was a very quick thinker and having a scientific background very precise on detail, with an excellent memory. My background is a lot less interesting - I passed a business studies course in 1985, went to train under David Farrar at Charles Clinkard in Eldon Square. David turned me from a brash young thing into a professional! I, obviously, have spent the last 27 years learning form my father, whose financial acumen will now stand me in good stead. We always worked well as a team, with my mother's creative flair, and my more cautious approach to buying-and my marketing knowledge coupled with my father's eye for a good deal and his aforementioned financial nous! My mother still enjoys dressing the window and takes great pride in this. My mother is now in charge of the shop and I am in charge of the business, and this seems to work well.
. Dickinson F ootwear , Ulverston, Cumbria
For various reasons we decided to contract the business at the end of the last decade. We have always owned the freeholds, and coupled with the fact my father was not getting younger and my health problems (which I will not dwell on). Suffice to say, I am fully cured.
Where are your premises located and how many people do you employ? Do you have a high turnover of staff? Tell us about your shop, the local area, your customers and their requirements? Our shop is located in the beautiful market town of Ulverston in Cumbria-birth place to the film icon Stan Laurel. Our staff turnover has been non-existent in the last 8 years, which is a very good thing. June and Heather have shown great loyalty and are good at putting their views across(I feel it is vital to listen, someone once told me I have one tongue and two ears, even if then I decide to do things in my way). My philosophy is to pay fairly, explain what I want my staff members to do and try to let them do their job. I do not work well when someone is watching me, so why would I inflict that on them. They can always ask if they need help and know where I am! Our target market is smart professionals, mother of the bride and comfortable and smart shoes for the 30+. We do not try to be at the cutting end of fashion.
24 • FOOTWEAR TODAY • OCTOBER 2012
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