Cheryl Taylor, editor, talks to Lista Preston of ShoeMed, Stratford upon Avon.
Kindly tell us about your shop, its location and your customers? ‘We are located in Stratford upon Avon town centre, the business was opened 8 years ago but we only moved onto the high street in September 2018.’
What made you decide to buy this brand? ‘Our customer base has grown significantly and moving into a prime location meant that we needed to add brands which offer a fashionable choice and cater for women with bunions and problem feet.’
How did you find out about the brand, where and when? ‘I had seen Fidelio over the years, but realised a year or so ago that the design, colours, leather textures and features now offers the right footwear for every taste since I last took a look.’
Which features of the brand do you like best and why? ‘It is definitely that instant reaction of the customer, when they feel the comfort but are also sold on the appearance of the shoe on their foot.’
How does this brand compare with other brands in the same category you stock/have stocked? ‘The quality is definitely higher and I have to say that whilst the stretch concept is not new, the style of Fidelio is unique.’
Which styles have worked best for you? ‘We love the Multi-Stretch shoes with colour and the Grace heel unit.’
16 • FOOTWEAR TODAY • JUNE/JULY 2019
Is the brand one of your best-sellers? Where does it stand price-wise? ‘Fidelio is consistently in our top three best sellers every week and the price point whilst higher, sits with our business model of high customer service and therefore a higher price point.’
Which are the most popular styles? ‘Grace strap and Multi-Stretch strap.’
Have you recommended the brand to other retailers? ‘I most certainly have.’
Please tell about the service you receive from the manufacturer? ‘The manufacturers I have met at German shoe fairs and they are very friendly, open to feedback and offer a good stock service. The UK distributors Golden Concept Ltd are efficient, keeping us up to date weekly with stocklevels held in the UK and offering training to new team members.’
Contact: Lisa Preston, ShoeMed. T: 01789 299103 E:
info@shoemed.co.uk W:
www.shoemed.co.uk
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