What’s selling well? Any particular trends? Which are your best selling footwear brands – and why? All our brands do well as each has a unique offering, we try to show depth


within each range, in order to best represent each brand’s offering within our stores. Startrite is a key brand for the different widths and full and half sizes, so you can find shoes to fit most children’s feet. They also have great selection of styles, from classic to fashion. Ugg Australia is one of our top brands in winter, from toddler, junior to big


kid’s range, which is expanding each year we are proud to be one of the top dependent stockists of Ugg Australia in the UK. Lelli Kelly is a must have for a quality canvas shoe for little girls because


of their versatility of wear, casual or dressy, and the fact they love to wear them. Kickers speak for themselves and offer great support and training for little feet, always a first to be recommended by podiatrists. The range they offer as core is always available and there are seasonal ranges that refresh the brand. Converse from infant size 3 to adult 8 offer a fantastic core offering that is timeless and a must have for every wardrobe. With six ranges a year Converse is the brand that offers more change in styles than any other brand. Geox has one of the best children's trainers and school shoes offerings on the market, for the foot comfort and breathability the unique sole units allows. Garvalin and Agatha Ruiz de la Prada offer the funky colours that a lot of


brands are not as confident to manufacture and thus provide a choice for parents that want something that looks unusual and a bit different. Bobux have an offering in new born soft sole then a step up first shoes followed by their I Walk range, which are flexible and great for a broader foot. Trends are definitely quality first and price second. We also stock Hunter, Primigi, Crocs and others.


How important is shoe fitting to your business? Are you or any of your staff members qualified shoe fitters? We offer foot measurement to all customers, even if in for a browse, so we


can assure parents that the child is wearing correct size or it may be time for new shoes. If we do not stock a brand that a customer wants we still offer to measure to ensure the child will get the correct size. Shoe fitting is the most important tool of our business and all staff have been on training courses (Start-Rite and Hush Puppies), some have had two or three refresher courses and we annually invite a trainer to come to shops and help with training.


Any difficulties/problems? We had some difficulty with the installation of our new EPOS system, but


a year on, glitches are minimal. The system from Top To Toe has been invaluable for stock monitoring and ordering and it lets us know the best and poorest performing brands and styles. The barcode allows us access between both shops and back office to


available stock. This information allows us to address weekly any slow moving stock, usually by repositioning in store. The system is invaluable and worth the cost. Difficulties arise when stock is due to arrive and suppliers leave it to the


last minute to inform us that something ordered eight months previously was not in fact manufactured and no alternative offered. Also, when styles sell faster than expected and as you have already ordered next seasons range you can't restock on most brands, Startrite always have instock that helps ease situation.


Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? Our Loyalty Card works wonderfully. Facebook offers codes put on our


page weekly. Our customers check the page to see new arrivals or end of line offers. If you have only an odd size of something left over, pop a picture on social media site and sell for less - it lets customers get a bargain, even on current stock and ensures you don't carry stock over from year to year. There’s no point in putting on shelf taking up valuable space and keeping money tied up till next year.


How do you select your products – which criteria do you use / what are your customers looking for? We attend the Moda Show twice a year, where we can see brands and


view their ranges. We also attend stock rooms with representatives who travel to nearby hotels to show their ranges. It allows us time with each rep and enables us find out what is popular. We choose within each brand from experience as to what customers buy.


Our customers ask for a durable shoe that fits well. We like to order depth from few brands rather than a couple of styles from many brands. This lets us show what each brand has to offer by way of styles and colours and size runs and there are less brands to compete with each other in store. We try to have brands that are best in their field. This allows us to grow the brands by introducing new styles within a popular brand.


Do you have a favourite footwear agent? YES we do, but we couldn't possibly say, but they know who they are!


Wink wink.


Have you always had a passion for footwear? How many pairs of shoes do you own? Do you have a favourite pair? Yes, I love Ugg Australia. I didn’t own a pair until we became a stockist.


I love going to the stock room, as when we do the buying for kids I get to see the ladies range and order a few pairs for myself! From sandals, boots, shoes even Wellington.


Any famous customers? All customers are invaluable and famous to us! However, a lovely girl named Nikki works in Disneyland Paris and plays the part of Princess Anna from the film FROZEN in the parades.


And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? Never say never expand, but I think my husband Brian would have a


breakdown as he is solely responsible for fitting out four shops and maintaining the two we have. As you can see from pictures we try to make the shops look fun with all


the children's favourite characters around the walls. We repaint annually to keep fresh. We would love to continue growing with the children and they are the most important people to us.


Contact:


Shops - Kilwinning: 01294 553593 / Largs: 01475 686867 Email: Mygoody2shoes@btinternet.com


JUNE/JULY 2014 • FOOTWEAR TODAY • 35


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