appreciate quality, both in products and service. Many of them remark how disappointed they have been by cheap, shoddy, shoes that have not turned out to be the bargain they appeared at the time.
What’s selling well? Any particular trends? Which are your best selling footwear brands – and why? This is difficult to answer, because it depends
on the season. However, patent leather seems to be very popular at the moment, but we try to stock a very wide range and know for whom we cater.
Does your shop sell other items besides footwear, bags, gloves, tights, socks, below the ankle products? Not as a serious effort because space is at a
premium. We do carry some items that are complementary, such as bags and trinkets, but nothing more.
Any difficulties/problems? The biggest problem has been a noticeable
reluctance to spend when the economy tightened, which now seems to be easing slightly. Also, the perennial problem of having the skilled staff available when 'Back to School ' times come around and your turnover increases six-fold, but unfortunately only for a few weeks.
Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? It is important to watch your stock very
carefully and make everybody on your staff aware of a line that is not selling very well. You would be surprised how many shoes are not sold simply because the shoe fitter doesn't point out the particular qualities of a product, such as washability, or the fact that the insoles are removable. I know we all have our moments when ordering and can sometimes make a poor choice. Do not sit on that bad stock, sell them off as quickly as you can, turn them into cash and make a better choice next time !
Which is your favourite children’s brand – and why? I only sell children's shoes and I can't afford to
have a favourite one, all brands I have in my shop have to suit my customers, so there is something for everyone who comes through the door.
How do you select your products – which criteria do you use / what are your customers looking for? When I make my purchasing decisions,
I select my products by asking myself which areas do I need to cover. I pride myself in knowing what is fashionable at the moment, colours, materials, styles etc. I then have to consider the season and look very carefully at what I have in stock and is there any area that does not seem to be covered.
Which footwear/fashion shows do you attend, how do you rate them? I visit the Moda, which is quite good and all my
suppliers are there. However, they are most effective at showing new trends, whilst the real purchasing decisions are made when the suppliers present their collection in private.
Do you have a favourite footwear agent? No, the people I work with are all very nice and very professional.
Have you always had a passion for footwear? How many pairs of shoes do you own? Do you have a favourite pair? Yes, I always loved shoes, but I should not tell
you how many I have, just in case my husband reads this article, but there are quite a few, and many favourite ones.
Any famous customers? Not that we are aware of, but we do have many
lovely customers and their children, and you know you must be doing something right when they keep coming back again and again.
And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? No, just continue with the same good old fashioned customer service and satisfaction.
Contact:
Junior Choice 8b Church Street
Rushden Northants NN10 9YT. Tel: 01933 316656 (Rushden)
www.juniorchoice.com
JANUARY 2014 • FOOTWEAR TODAY
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