BEST SELLERS
Best Selling Footwear Brands November 2012
What the retailers had to say: “November 2012 turned out a much better month than expected. Overall trade was up by 7% which in current climate is excellent. The number of sales have been down
but the average price per pair has risen to over £80 for the first time. We have done very well with long boots especially Fly London Mjus, Josef Seibel all very serviceable styles, but with a touch of fashion. Waterproof shoes have done well and our Men’s trade has been excellent for the first time in ages. “2012 has been the hardest years trade since we started 8 years ago. The seasons have been so short. We had about 6 weeks during March / April which were really good and slightly longer from the end of September to mid November. Besides these periods it has been a real challenge. We have had to invent new ideas to entice customers through our doors, whether it be promotions , open evenings , Sunday opening or as a last resort discount. We have had to find ways to keep the till ringing. “Another area that is causing major problems on the High Street is the retailers discounting on the Internet. Our major brands are very keen not to allow retailers on the
High Street to discount new product, but when it comes to the Internet it’s another story. The only answer you get is “sorry but it’s so hard to police”. I don’t accept this and although we have 2 websites (Amazon & our own) we never discount. I believe the Internet is a great asset to businesses as long as everybody plays by the same rules. I have one supplier who has worked tirelessly to stop her brand being discounted and we intend to support that brand going forward. “Looking forward to 2013, I think the suppliers have got to look at different buying/delivery options. At present the suppliers want the retailer to attend a show in
February and commit to stock that will be delivered in September. When the stock is delivered it arrives all together, very often regardless of the fact the retailer has requested split deliveries. You also get fur lined boots delivered along with autumn shoes all in August . Then the retailer has probably 6/8 good weeks in which to sell this mountain of stock. When you get a good selling line you can almost guarantee the supplier won’t have any stock to back it. They want us to commit to stock but won’t do the same themselves. I firmly believe the way forward for all parties is to return to the old system of 4 seasons. This would split the deliveries keep shops fresh with new stock arriving throughout the year and help cash flow, which is king . This coupled with suppliers increasing their stock holding would allow the independent retailer to grow rather than stagnate. I have already found 3 or 4 of my suppliers who are adopting this theory and I will be looking to support them far more than the suppliers who want the big order early. “ Andrew Marshall , Strolling4Shoes, Cumbria.
“Boots are moving well. There is nothing like a few cold snaps to make people face the fact that it is very probably going to be a cold winter. Sadly it will soon be time to look at the sale – the ‘big boys’ seem to start their sales earlier and earlier (are they ever out of sale?). We moved ours forward to the day after boxing day (not quite January) in an effort to compete for that Christmas cash. “ Karen Little, Haswell Shoes, Nuneaton.
26 • FOOTWEAR TODAY • JANUARY 2013
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