right time, the window to sell at full-margin is missed and the high street sales begin. As I write this in September, I’m told snow is forecast for October so


maybe our luck is changing! Certainly, since August we have seen an improvement in footfall and consumers seem more comfortable to spend again. Long may it last!


What’s selling well? Any particular trends? Which are your best selling footwear brands – and why? Over back-to-school we have had a phenomenal year with Start-Rite and Kickers. Start-Rite is really benefiting from a revival of the heritage/classic trends


with a style called Burford, a brogue lace-up in black leather and patent being our best seller. Our sales on the original Kickers boot and shoe in black leather are up 40% this year. Customers love the durability and the brand remains on-trend in South East London and Kent.


Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? E-commerce, when used properly, has proved a very effective tool in helping us clear lines which have been slow to sell. A combination of effective marketing and considered price changes helps us clear those lines before needing to go for drastic discounts. Also identifying the so-called ‘dead’ lines as early into the season and taking action is important. It’s always better to have the money in the till than the shoes on the shelf for twelve more months.


What is your favourite men’s footwear brand/manufacturer – ditto ladies/children’s brand – and why? My favourite all round brand is Ecco. The level of sophisticated technical thought that goes into making each pair is incredible. Customers love them because they are comfortable, on-trend and durable. It is also the brand with the lowest faulty returns rate and given the volume we retail this is impressive. Other notable favourites are Steptronics for men, Josef Seibel for women,


Geox for boys and Start-Rite for girls. Steptronics has caught on to the growing trend for men to have superior comfort from day one. Unlike Goodyear welted products Steptronics offers a formal product that does not need ‘wearing in’ with an amazingly soft insole. We have been a Josef Seibel stockist for several years, but it has


recently achieved a growing share of our revenues. This German brand has successfully managed to manufacture products that offer wider age appeal with on-trend casual products whilst not undermining their comfort proposition. The design team at Geox are, in my opinion, fantastic. It is one of few


brands that have consistently been able to surprise me and reinvent the otherwise difficult boy’s casual/trainer category.


We have seen a revival of girl’s heritage/classic designs and the winner


from this trend has been Start-Rite. After a record year with Start-Rite it seems our customers certainly agree.


How do you select your products – which criteria do you use / what are your customers looking for? Throughout a season we are constantly listening to our customers and


store managers will often feedback any comments about the range. On a weekly basis we also look at bestseller reports to understand any stock shortages or season trends. All this information helps us to determine what to buy for future seasons. However this data is only half the story. While sell-thru data shows a good


picture of the previous season it doesn’t determine what will sell next season. I think it is very important for buyers to keep their feet on the ground. I spend a fair bit of time on the shop floor, not necessarily looking after customers but rather listening to their conversations and trying to understand the trends. I find talking to and visiting other retailers in your area particularly helpful


to understand the alternatives your customers are being presented with. Accumulation of all this information helps to then shape the direction and


importantly the budgets for the next season’s collection. We’ve found that brands have become an increasingly powerful force in footwear and therefore it’s often about ensuring you have the brands your customers want in your range. Overall there is a huge focus on sell-thru as a way of examining our success. You are only as good as you last season’s sell-thru.


Which footwear/fashion shows do you attend, how do you rate them? I generally attend Moda in Birmingham. The purpose of my visit is rarely


to be inspired but rather to get work done. It’s a day of busy back-to-back meetings to see my regular brands. In my opinion it is rare that I will see any important upcoming brands be present at Moda. When I have the time I hope to visit Micam or the other international shows.


And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? In today’s climate we haven’t got any plans to open additional retail


stores. We want to continue to build on the success of our stores and grow the e-commerce side of the business.


Parés Footwear Tel: +44 (0)20 8852 6897


Email: info@paresfootwear.co.uk Web: www.paresfootwear.co.uk


NOVEMBER/DECEMBER 2013 • FOOTWEAR TODAY • 25


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