Which footwear/fashion shows do you attend, how do you rate them? I go to MODA each season as this gives me a good overview of what is
available from each brand before doing the buy. I can preview and then plan what I want to achieve from each brand for that season.
Do you have a favourite footwear agent? In the main, I find all the agents helpful and wouldn’t like to name one
as a favourite!
Have you always had a passion for footwear? How many pairs of shoes do you own? Do you have a favourite pair? I personally have a love hate relationship with my shoes. Each pair I own is
a favourite, as when I buy, they have to be right. Many of us say it, but I do have awkward feet – wide, size 6 to 7 and short toes, meaning most shoes don’t bend where I need them to! As such I have always had a nightmare finding shoes and even now every time I mention I need a new pair, my staff put their heads in their hands and groan! I’m in my 30s, I want something stylish but I’m on my feet all day either in the shop or chasing after my kids at home, so comfort is important too. When we opened the shop, I was adamant, that I would not make my customers feel like the freak I had been made to feel on numerous occasions.
Any famous customers? I know it sounds cheesy, but all my customers are special!
Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? As I’ve said above I think it’s about understanding your business and being
proactive rather than always reactive. Although of course, sometimes we have to react as necessary. As an independent, in the early years, we have struggled, particularly in Portishead, with customers thinking that if we go into sale we are closing down. Our last Winter sale was the first time that we didn’t have a customer ask since we’ve been in business! As such, I have stuck to my guns and we only go into sale twice a year. We try and keep as best we can to similar dates, although there is always pressure from the big shopping centres to go earlier. We review regularly and may put on a particular promotion for a certain brand or group of products. Last year we tied in with the Olympics and the Jubilee to clear some kids stock in a patriotic “£20.12” promotion.
What is your favourite men’s footwear brand/manufacturer – ditto ladies/children’s brand – and why? My favourite ladies and mens brands have to be Rieker and Josef Seibel.
They offer great ranges at reasonable prices and are loved by our customers. Their customer service with us is also good. For children, my personal favourite is Ricosta. The leathers are soft and the fit is good. They are at the more expensive end of our range, but when the customer has bought them once they request them again.
How do you select your products – which criteria do you use / what are your customers looking for? Our customers are looking for brands that offer comfort and style, value
for money and are something a bit different to what you find in the multiples. For kids the way they fit is also key. We evaluate each brand at the end of each season to make sure they are fulfilling their targets and I review with the Manager of each shop any customer requests they have received for new brands. When I’m buying I use historical sales as a guide as this gives me our top sellers for the current season and an indication of what might or might not work for the following year. I am always keen to see what other brands, we don’t currently deal with, have on offer to see if they’ll fill a gap.
Contact: Tanya Marriott, SoleLution. Tel: 01275 843 399 / 0117 973 8350 Web:
www.solelution.co.uk
And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? I’m always looking to improve our sales activity and seek opportunities, so
we’ll continue to review what we offer in store and how we offer it. In addition it’s important for us to promote our online presence. So far each year we’ve been trading has brought its own challenges, some expected and some unexpected. I’m sure this next one will be no different.
AUGUST 2013 • FOOTWEAR TODAY
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