KEEP FEET FIT
Large crowds of parents visited the department. We managed a substantial increase. “The same result was apparent in the mens, again where all feet are measured and we had tremendous reaction to our advertising in the ladies leisure shoes and comfort shoes. Again all feet are measured and we stock ladies shoes from AA - very narrow, to EEEEEE – very very wide. As far as ladies are concerned we pride ourselves on being able to state that we can fit any foot, and during the fitting week saw ladies fall a size but go up to several E’s in widths. Obviously many people use the length to obtain width and this is what they have to accept in the “average” shoe shop, especially in the National Chains. “We stressed the knowledge of our staff and their sincere desire to give each customer their correct fitting, guaranteeing comfort. Directors and Management were most enthusiastic and we further enhanced our reputation with regards to shoe fitting. The whole week was most successful and we will certainly be very happy to support this as an annual effort. It was disappointing that some of our suppliers of multi fitting shoes did not appear to be either knowledgeable or committed to what the SSF was seeking to establish.”
SoleLution, Portishead and Clifton, Bristol SoleLution had a very successful National Shoe Fitting week - or two weeks in their case, as they ran it over the Easter school holidays from 25th March until 6th April. Tanya Marriott commented: “In both our stores we teamed up with local podiatrists, giving our customers the opportunity to pop in and ask the experts about their foot health issues, and local reflexologists offering taster pamper sessions. “We also ran three different competitions for our customers to take part in whatever their ages, with prizes ranging from locally produced chocolate eggs and shoes. Shoes were kindly
donated by some of our suppliers, namely Hush Puppies, Josef Seibel, Rieker, Merrell, Start-rite and Geox, and bags containing goodies from Superfit, Hush Puppies, Merrell, Rieker and Josef Seibel. “Local schools, pre-schools and nurseries encouraged their children to take part in our Easter Colouring Competition for those under 6 and the Design a Shoe competition for all ages. Parents loved the idea of something to keep the children busy during the school holidays. We had some fantastic entries, with one little girl making some ballet pumps from paper and ribbons, and another girl using an old dress to decorate one of her Mum’s old shoes. We were all very impressed! “All our customers were encouraged to enter our in store prize quiz. We placed information panels around the store explaining why it is so important to look after our children’s feet and some of the conditions you can suffer as a result of ill-fitting footwear to help those entering answer the questions! Many were surprised by how old a child is before their foot is fully developed and others disgusted by the pictures of what could happen to their feet! A successful promotion with a great cause behind it!”
Marsha Hall Handmade Shoes, Great Bookham, Surrey Commenting on National Shoe Fitting Week, Marsh Hall said "We see first- hand how important it is to get the fit just right. We make bespoke handmade shoes and combine the look of footwear the customer is after with the fit that is right for them by having a pair of last made just for them. It's what we're all about, so we were really happy to support this wonderful initiative from the Society of Shoe Fitters .We see the damage that the wrong fitting shoes can do so was keen to help spread the word.
8 • FOOTWEAR TODAY • MAY 2013 The Little Shoe Company , Beeston and West Bridgford, Nottingham
As a result of her local PR campaign for National Shoe Fitting Week, Rachael Foley of The Little Shoe Company was interviewed on Radio Nottingham. “I made sure shoe fitting issues were raised to the fore and banged the drum for National Shoe Fitting Week”, said Rachael “The Nottingham Evening Post also want to do a feature on us and the importance of shoe fitting which is great!!”
Belle Enfants, L ymington, Hampshire and Christchurch, Dorset
Winner of the Children's Independent Footwear Retailer of the Year 2013, Amanda Preston, promoted Keep Feet Fit Week in her children’s shops in Hampshire and Dorset. She also used local advertising and social networking to raise awareness of shoe fitting issues and was also interviewed on a local radio station.
Best F eet First, Epsom, Surrey
At Best Feet First in Epsom, Surrey, celebrating Keep Feet Fit Week meant giving away lots of FREEBIES. Lesley Waddy said “Freebies bring people in, although, after 20 years in the shoe business, we do have a solid customer base with loyalty card and Twins Club membership.
Although, I have to say, even they have cut back on their purchases, buying cheap trainers from places like Sports Direct instead of from us. “The Free Fit check was popular but, sadly, the faces that were new to us took the fitting information, smiled, read the article I had prepared for one local paper and two nationals (sadly not printed - Easter period too much going on!!!) and then left, never to be seen again. Still, we can only hope we made an impression and they will be back. We continue to attract people who have bought on line and find the shoes ordered don't fit - bit of a cheek, but hopefully it has proved to them that it’s best to come into store and be professionally measured and fitted or am I being delusional?? When they next pay us a visit I'll damn well make sure they buy from us and not on-line or a supermarket - I have my ways!!”
ShoeMed, Stratford-Upon-Avon, Warwickshire Specialist footwear retailer Lisa Preston invited podiatrists to come into her store, to help educate people about the importance of foot health, shoes and biomechanics which all work in harmony together. Robert Hill, podiatrist, provided free short foot health checks in relation to biomechanics and also checked clients’ current foot orthotics, if they were many years old. Lisa said “It was a success, and as a result he has offered to come back one weekend in the summer to provide this service again. It does help lift the profile of both professions - podiatry and qualified Society of Shoe Fitters members, working together to provide complete foot health.”
F ootwear T Fitting Week, launched under the banner ‘Keep F
oday Magazine has pledged its support for National Shoe eet ‘Fit’. We hope
that manufacturers and the British public will do the same by supporting their local shoe shop – use it or lose it”!
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