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Do you have an online shop/website and do you use social networking for business? We have just launched our website http://www.fdickinsonfootwear.co.uk which we think is a good representation of what we do. I am writing daily blogs on here to let people know what brands we sell and give descriptions of our products and the company philosophy. I think retail is a very simple concept, try to buy at the right price, give the customer a friendly and personal shopping experience. The best compliment I have had about the website is it reflects well on the integrity of the business.


Tell us about your best selling brands? The brands that we sell are all high quality and offer a good price point range from the good value ranges of UKD, Sana Vital and Heavenly Feet through to mid-range products like Ara, Rieker, Padders, Lotus and DB Shoes – up to the top end shoes like Van Dal, Anatomic Gel, Barker and Loake We also stock a good range of handbags to complement our shoes.


Any difficulties/problems? The hardest thing is clearing end of lines, as people who will take old or redundant stock do not offer enough -I would sell my end of lines at half of average cost price, but no lower (if there is anyone out there feel free give me a call on 01229 583469). This would be a regular source as I would like to clear at the end of each season.


Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? Giving advice to others is always difficult and a tad arrogant! But, I will take a small risk, be true to yourself and do not let others persuade you to do things that you do not feel is right for your business. Keep in contact with accounts departments and always pay when you say you will. My computer helps my buying strategy, I see what we sell and add new lines each season. The best products are those that we can repeat over many years. Designers all want to change things, but most business has an 80% core range. The fancy products look great and give you a little bit extra profit but it is the bread and butter stock that turns that is what makes the bulk of the profit. I liken this to the flashy batsman who hits a few sixes and then gets out as opposed to the steadier one who converts his good start into a hundred! My father had a bug bear about RRP - he felt that we do not tell suppliers what to charge and retailers should be free to do the same. His philosophy was not to over value a product, but he thought it almost a sin to under value it. My view is the customer will think “what is wrong with it if it is too cheap”- and they will never be shy in telling you if it is over-priced. If you cannot get a return of between 2.4 and 3 on cost you should leave it on the supplier’s shelf!


Which footwear/fashion shows do you attend, how do you rate them? We go to Moda twice a year - this serves our purpose well


How would you sum up your business philosophy? I believe in offering a personal friendly service for our customers, deal professionally and with high integrity with my suppliers. I try to drive a hard bargain with my suppliers in a gentle way, but once the deal is done, I never renege. I will not ever order a pair of shoes that the company cannot afford to pay for. I have a firm belief that I will never make a promise I cannot keep.


F. Dickinson (Footwear) Ltd Tel: 01229 583469 Fax: 01229 580654


email: enquiries@fdickinsonfootwear.co.uk web: www.fdickinsonfootwear.co.uk


OCTOBER 2012 • FOOTWEAR TODAY


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