How are you finding the footwear market currently? The footwear market at the moment is really focused on quality and comfort, people do want to keep up with the fashion, but they want the shoes they choose to be well designed and made to fit in with their lifestyle. Most of our customers are very interested in the fit of their shoes and want to know that what they are buying will be useful to them. We often chat about the price per wear of items!
What’s selling well? Any particular trends? Which are your best selling footwear brands – and why? I’m seeing a big trend in chunky soles, we saw this in Italy and it hasnow arrived in the UK, these soles are appearing on loafers, sandals and heels. They are really practical and provide extra comfort, they are also great for our British weather and pavements! Other best selling brands are Paul Green - for their wonderful style and comfort combination, Remonte - for classic styles and wide fitting, Caprice - for great price point and a huge range of styles.
How important is shoe fitting to your business? Shoe fitting is an important aspect of our business, it is very important for the staff and I to know the stock we have in store and we spend time trying on styles and brands at the beginning of every season. This allows us to have a clear idea of fit, width, heel heights etc to offer the relevant styles to customers. It is important to listen to customers - they know their own feet and what works for them, but it is also great to be able to introduce them to new looks and styles that they may not have tried or even considered.
Does your shop sell other items besides footwear, bags, gloves, tights, socks, below the ankle products? We have a large range of handbags in a huge variety of prices - we are well known for our gorgeous Italian ranges, which we order when we go to the Italian shoe and handbag fairs every season. We also sell a range of jewellery - I love to wear unusual chunky pieces and I am always on the lookout for new pieces to add to our collections. When it comes to shoe care, we love the products from Euroleathers, we use these to protect and look after our stock in store and always offer to protect any items customers purchase, before they take them home.
Do you use an EPOS (retail technology) system in your shop? Prior to Faye joining the business, it was all pen and paper, but she has moved us into the world of technology with our EPOS system and electronic till. I have grown to really value the technology, it is so useful to look at figures and it also makes purchases easier for customers which is the priority. It also allows us to keep in touch with customers as we now have a database, this means we can email them when new stock arrives and with any relevant news.
Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? I’ve always had two Sales a year, but do not offer discounting during the season or for new customers/ online customers etc. This is gives my regular customers a confidence that they are getting their products for the best price and are not being penalised for buying early in the season or in store. The constant discounting on the high street has resulted in consumers feeling they are being overcharged should they purchase things at full price. This also makes things difficult for independents who have much less buying power than large high street stores, therefore discounting has a much larger impact overall.
To reward our customers we offer Sale previews twice a season where they have the first pick of our genuine sale bargains. We reduce any leftover stock, as it is important to clear room for new stock. We do not believe in buying items in to put on sale. I feel it’s important for retailers to make good reductions to encourage sale purchases and admit when styles may not have worked as well as expected.
How do you select your products – which criteria do you use / what are your customers looking for? My customers want comfort and good value for money from their footwear. But, they also want to have fashionable and trend led styles, this is what I look for when I go buying. I cater for a wide age range, so I am always thinking of what would suit various types of people and also various lifestyles.
Which footwear/fashion shows do you attend, how do you rate them? I attend Pure, Moda and Micam in Milan every season, along with spring and autumn fairs for accessories. I find this allows me to get a wide variety of brands and provides a useful opportunity to gain a good understanding of the trends and fashions of the seasons.
Do you have a favourite footwear agent you can tell us about? I am very lucky to work with a number of excellent agents, I feel that the agent is very important in the success of the brand as you want someone who has excellent brand knowledge, is organised and is responsive should you need to contact them. If I had to name a few it would be Amanda Foxcroft at Remonte, Helen at West Midland and Ewen Campbell at Paul Green who all provide excellent service for their brands.
Have you always had a passion for footwear? I’ve always had a passion for the fashion industry and alongside that footwear. I do not own lots of shoes, as I work nearly every day in the shop, which requires me to wear current season stock. My sister has the same size feet as me, so she often gets some hand me downs at the end of each season! I do love shoes though, which I think is so important when running your own business, you have to be passionate about your product as that comes across every time you speak to customers and is what motivates you to work hard and be successful. Fortunately, my daughter has inherited both my passion for footwear and my work ethic, which has helped me to continue to grow the business.
And, the next step? Any plans for the future? The future should always be exciting, if a little daunting, when you run your own business and I am certainly looking forward to the future of Finale. We have upgraded our website and social media presence now and hope this will bring in new customers and keep our regular customers better informed of our wonderful stock. I hope to be selling shoes to the people of the North East for many years to come!
www.finaleshoes.com Twitter: @FinaleCorbridge Facebook:
www.facebook.com/FinaleShoesCorbridge Tel: 01434 634195 Email:
info@finaleshoes.com
JUNE/JULY 2015 • FOOTWEAR TODAY • 37
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