I must say this has done extremely well for us – quality leather and waterproof shoes and boots with a country feel to them has been the biggest trend in 2012 coming into 2013 for us. Our most popular brand for children’s footwear has to be Clarks again for durability and comfort.
Does your shop sell other items besides footwear, bags, gloves, tights, socks, below the ankle products? We sell a range of socks and slipper socks as
well as matching evening bags for particular shoes and a small selection of Gabor handbags. At the end of last year we introduced a small selection of Dubarry waterproof and insulated jackets and coats, which we felt complimented our Footwear range and was the right move forward to update the business.
Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? My Advice for Independent shoe retailers who
are feeling the pinch is don’t give up – talk to other retailers, it’s very important to communicate because it helps to understand how things are different in various parts of the country especially when times are tough. I find I gain confidence from talking to others and knowing they are in the same situation. I still firmly believe in two sales per year however I make sure that my discounts are more aggressive than 5 years ago, occasionally I will also introduce a temporary discount in certain areas as an introductory offer to a difficult season or for a new brand.
How do you select your products – which criteria do you use / what are your customers looking for? “Footwear for all the family since 1898” is
something that we have always stood for so I have this in the back of my mind when selecting products for the store. I try to introduce new brands every few seasons to keep up to date with the trends and to satisfy current customers and also draw in a few new ones. Customers come to us looking for shoes that not only look great but fit well which is incredibly important to us too. I do my research on particular colours and trends that are going to be popular but I also rely on my gut instinct. I get help from my staff – customer enquiries are noted down and I try to incorporate them in my next season buy. For example we have recently noticed an increase in demand for mother of the bride shoes therefore last season I brought in a small selection of shoes and matching bags that I felt met that description.
Which footwear/fashion shows do you attend, how do you rate them? I visit Pure and Moda twice a year; I really enjoy the atmosphere at these shows and it gives me an initial overview of what current brands that we stock are offering for the following season. I do my research before so I know what to expect and what I’m looking for but there is nothing quite like seeing all the aspects come together in the Fashion shows that are displayed. By going round these shows you
get to see how the brands themselves believe they should be portrayed as they have their own area which they merchandise accordingly. I also enjoy the social side of it, catching up with retailers getting feedback on how their previous season went, what brands worked for them and what didn’t and comparing notes on the up and coming season.
Do you have a favourite footwear agent? I would have to say my favourite footwear agent is Kevin Oregan who works for Josef Seibel. The whole company are willing to work with you which is important for any retailer to know that the brand want the lines you chose to work in your store just as much as you do. Kevin and Josef Seibel have always made the effort to get to know and understand our business and therefore do not give the hard sell when I am choosing my product range from them, they have an understanding of what will work for us which makes it a really enjoyable buying experience whenever I visit them.
Have you always had a passion for footwear? I wouldn’t say I have always had a passion for
footwear, it was definitely something I grew into but I would say without a doubt I have a passion for it now. I have an appreciation for all parts of the footwear cycle from production, to buying to fitting the shoe for a customer. It is incredibly satisfying fitting a customer with a pair of suitable shoes when they believed they would never find a pair of comfortable shoes.
How many pairs of shoes do you own? I own 6 pairs of shoes.
Do you have a favourite pair? Probably my Ecco walking boots because they are incredibly durable and comfortable.
Any famous customers? We serve Gloria Hunniford and her husband
Steven Way every now and then as they live in the area. I have also served Gary Rhodes and David Milliband over the years.
And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? We have just finished refitting our main store in
Sevenoaks high-street to tie in with our 115th year of trading which we are really excited about. I did most of the work myself and the planning took almost two years but we are finally there! To tie in with our new look we have introduced a few new fashion brands, two of those being Pedro Miralles a Spanish family run brand with an excellent eye for fashion products and Lisa Kay again a family run business that provides great fitting beautifully soft and comfortable ballet pumps and summer wedges and sandals. However we still stock our classic wide fitting comfort shoes as well. Plans for the future I would say are to expand
our stores further, I would like to open a high end fashion branch of Hoads at some point but right now what is important to us is investing in what we have – focussing on our online store, in satisfying our customers and attracting new ones because after all that is why we are still here today after 115 years.
Hoads of Sevenoaks Tel: 01732 454004
Email:
sales@hoadsshoes.co.uk www.hoadshoes.co.uk
APRIL 2013 • FOOTWEAR TODAY
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