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NEWS


Keep Feet FitBy Cheryl T


The Society of Shoe Fitters has announced that it will be launching National Shoe Fitting Week under the banner Keep Feet ‘Fit’ on March 25th 2013. The SSF, which operates on a non-profit basis, wants to raise national awareness of importance well-fitting footwear and the vital service independent shoe retailers provide to the public. The Society’s Secretary, Laura West, explains “If everyone working in shoe


shops trained to become professional Shoe Fitters we could save the NHS thousands of pounds over the coming years, as our members already do in a small way, if Government would simply realise the importance of people’s feet in relation to their entire physiology and well-being. Footwear is treated as an accessory, but it is vitally important and the only item of clothing that can seriously damage your health in the long term. “Online footwear purchase for children particularly is irresponsible as


there is no standardisation of shoe sizing and no two pairs of feet are the same. Parents think they are doing the right thing having feet measured and then try to buy cheaper than the shop that measured them, what they don’t realise is that all gauges are calibrated differently and the size the gauge says is merely a starting point to a qualified or experienced shoe fitter. A gauge won’t tell you if a child has a high or low ankle bone, high or low instep, flaccid or rigid feet, the start of a bunion or flat feet…the list is long and is taken into account by a professional.” The SSF is concerned that the number of independent shoe shops will


continue to decline, which will have a knock on effect for many of the footwear brands (both children and adults) that supply them and depend upon them as the main showroom for their goods. And, the more people are encouraged to shop online and fit their own children, the less likely they are to go to a quality shop and have their children’s shoes foot health assessed and shoes fitted correctly. The Clarks brand has continued to grow and develop internationally, but


not all brands could, or can, afford to do likewise. If independent shoe shops are scarce, then the fashion high street stores and supermarkets are likely to take over (as they are already doing to some extent), and eventually will only want their ‘own label’, reducing the number of brands available – no point making shoes if there is no-one to sell to! This reduces the shoe fitting skill base, the very people who give FREE advice at point of sale, i.e. the fitter. “We all know banks can help the most, but there are ways manufacturers


can help to make business easier and drive footfall into their stockists”, advises Laura. “Keep some in-stock available, offer smaller pack sizes, agree individual credit terms, incentivise assisted promotions, don’t go into ‘Sale’ too early, do not offer the same product you’ve sold your retailer cheaper online… these are just a few ways that manufacturers can help.


8 • FOOTWEAR TODAY • JANUARY 2013


aylor “In turn, independent retailers need to communicate their concerns and


ideas, share business plans, keep promotions fresh etc. This is not a vast industry despite the number of shoes sold in the U.K. and if we don’t act now to help our independents it will be smaller still and far worse for everyone.!” “Now, is the time for the government to help the real footwear industry to


work together to ensure a future for shoe fitting and independent shops. This has been a mighty industry with a skill base second to none, but gradually it has been eroded by get-rich-quick business managers, incentives for factories to close and move production overseas, and the lure of cutting out the middle man to sell online”. There are also moves afoot to create a petition about the importance of


shoe fitting, which if enough people sign, can be handed to Downing Street. As Laura West points out, “it is perfectly possible to study shoe design and technology at university, but the most important part of a shoe is the fitting which is ignored. There is currently no legal obligation for anyone selling footwear to know anything about feet or fitting, but there is a moral obligation, which is why our members are so valuable to the country. “We are in our 53rd year of assisting the trade and public, but we need help and unless we can carry on the skill base, it will be lost for ever, the health of the British public will suffer and it could end up costing the NHS millions of pounds of taxpayers’ money. Every shop should have at least one Qualified Shoe Fitter and every website selling children’s footwear should be made to carry a prominent Government Health Warning advising parents to have feet assessed professionally” says West. Membership of the SSF is by qualification only and includes a 5-10 month


course, (or entrance examination for shoe fitters with 5 years or more experience). Their courses cover everything from anatomy and problem feet, to gauges, shoe sizing, construction methods, materials, right through to customer care. They are primarily distance learning with hands-on workshops at the Society of Chiropodists & Podiatrists in London and a shoe factory. Monies raised provides a helpful website, free helpline and foot health education material. “We all need to help one another to avoid the marginalisation of our


trade, so power to the independents, their suppliers and qualified shoe- fitters for 2013. We hope the public will support Keep Feet ‘Fit’ - National Shoe Fitting Week and by supporting their local shoe shop – use it or lose it” says Laura West.


Tel: +44 (0)1953 851171 www.shoefitters-uk.org Email: secretary@shoefitters-uk.org


www.footweartoday.co.uk


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