COMPANY PROFILE


Cheryl Taylor talks to UK Sales Director Matt Wright of


Tell us about your background? I graduated from University in 2000 having already secured a marketing


role with Clarks, working in their Street Head Office. Spent 6 fantastic years working for the largest shoe retailer in the world. A great foundation for the footwear industry and taught me everything I needed to know about shoe design, marketing, fitting, visual merchandising and sales. Built up relationships with key retailers across the UK.


Geox approached me in 2006 to join their UK sales team. This was a


great time to join the Italian brand that was storming through Europe. The growth on the children’s side was unbelievable – I firmly believe it encouraged retailers to look at continental brands (and their higher prices/higher margins) in a different light.


Name: Matt Wright Agency: Coast Footwear Brands: UK Sales Director for pediped Home town: Thornbury, Bristol


Family: Wife Madeline and Jack Russell “Frankie”


Age: 37


What’s selling well? Anything machine washable! The pediped adventure range has


been very well received by retailers and parents alike. The price-point trainers have also seen big sales uplifts as they are also lightweight and machine washable.


Any particular trends? Smart casual looks for boys and bright colour pallets for girls.


The flat-soled look is still so strong, with Ricosta Nippy, pediped Jake and Geox Kiwi seeing great sell-through as always.


I spent 6 very happy years at


Geox and still keep in touch with the sales team. In 2012 I wanted a new challenge and was offered a chance to launch


pediped in the UK. I had heard some great things about the brand from


existing retailers and decided to set up my footwear agency “Coast Footwear”. I solely represent pediped and I am 100% focussed on growing this amazing brand in the UK and Europe. I have now grown the brand from 29 stockists to 150 in 2 years. Most importantly I cover the whole of the UK which has seen me travel from Aberdeen to Cornwall building some great friendships along the way.


I think I have only scratched the surface with


pediped – the potential is huge. The pricing, flexibility and product design offers something different to the UK market place and I can only see good things on the horizon.


How did you get into the footwear trade? I started working as a Saturday boy at the local shoe shop “Thomas Ford


Ltd”. A great family-run business with 6 doors. Strong links with Clarks and a passionate believer in excellent customer service and children’s fitting.


What sort of retailers do you supply? Department Stores, Multi-door independent and stand-alone shoe


retailers. Clothing and baby boutiques do very well with our originals collection and we have an excellent presence online with some very professional e-tailers. Some retailers do most of their buying through the pediped “retailer sales portal”.


It’s a great way to be reactive on good-


performing lines and pediped will fly the stock from Las Vegas to the retailer’s door in just 3-4 days.


How are you finding the children’s footwear market currently? Price Sensitive, Cautious and Climatic. After 3 or 4 years of terrible


weather patterns (wet summers and mild winters) I really feel for retailers that are constantly battling the elements. It has, however left us with a collection of retailers that can still trade profitably and professionally whatever the external conditions. The recent nice weather has really helped trade and I receive daily reorders through the pediped sales portal.


Matthew Wright winner of the Platinum Shoe Award, receives the trophy from Paul Ryder


, Footwear T


What’s your favourite men’s footwear brand– ditto ladies/children’s brand? When it comes to my own footwear I stay smart casual at work and at


home. I tend to follow lifestyle brands like Fred Perry. I think Clarks have really moved their ladies collection forward, targeting younger consumers whilst keeping their identity and heritage is a hard thing to do, but in my opinion they have succeeded.


kids brand outside of pediped – it’s more than my life is worth.


What’s your biggest achievement? Launching pediped across the UK, influencing the styling, pricing and


marketing to ensure the brand delivers a really commercial product. Winning the Platinum Shoe Award at February’s Footwear Industry Awards was the icing on the cake. It was great to get recognition from the retailers.


Any tips on stock offers, novel ideas for clearing lines? Lots of retailers are starting to promote secondary purchases by


incentivizing the consumer i.e. £5 off a trainer when you buy a school shoe. Understanding that parents are ‘time poor’ and price-conscious is vital in my opinion.


I couldn’t possibly comment on my favourite


oday


.


20 • FOOTWEAR TODAY


• JUNE/JULY 2014


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44