How are you finding the footwear market currently? It is very early days and a difficult time for retail, but our first month has been fantastic. Some days are busier than others and I spend the quieter times looking for ways to get the business seen and promote the store.
What’s selling well? Any particular trends? Which are your best-selling footwear brands – and why? Padders, Waldlaufer and Caprice are all selling well and are appealing to different areas of the market. Padders and Waldlaufer are a great fit for wider fitting feet and Caprice captures a slightly younger audience. Chatham are great for the sailing community here.
How important is shoe fitting to your business? Are you or any of your staff members of the Society of Shoe Fitters? Professional shoe fitting is my unique selling point. I feel it is part of my role to help to educate members of the public on correctly fitting shoes. I am a member of the SSF and all but one of my brands are Associate members. My course with The Society of Shoefitters has proven invaluable. The majority of my customers require a professional shoe fitting service after becoming disillusioned from ordering poorly fitting shoes online and having to return them. I get a great sense of satisfaction being able to help those people that have struggled to find a good fit. I recently held an evening event for local chiropodists and podiatrists to
view my stock and find out a little about me and the service I can offer. The overwhelming response was that Solent Shoes is very much needed in Portchester and they are already referring their patients to my shop. The support from Laura West at the Society of Shoefitters has been
exemplary. She has offered fantastic advice from the very start of my idea, right through to the shop opening on onwards. Without her encouragement I may not have had the drive to continue when the process of starting a new business felt a little too much and threw up the unexpected. All I can say is what a valuable resource the organisation is and its people are – and all not for profit!
Does your shop sell other items besides footwear, bags, gloves, tights, socks, below the ankle products? We sell Powder scarves, gloves, hats and accessories plus a little jewellery, insoles, polishes and diabetic socks.
Do you use an EPOS (retail technology) system in your shop? Yes, I have the ‘EPOS Now’ system.
Any difficulties/problems? I find this system fantastic for tracking daily transactions and obtaining sales reports by product. It shows me what is selling well and what my profit margins are for each product and overall (also keeping track of VAT).
Any tips on stock offers, novel ideas for clearing lines or advice for independent shoe retailers who might be feeling the pinch? I’ve not been in business long enough to offer tips to others, but I am considering a ‘shoe of the week/month’ or a special promotion for clearing certain lines.
What is your favourite men’s footwear brand/manufacturer – ditto ladies/children’s brand – and why? Caprice shoes are so fashionable but also comfortable, Padders and Waldlaufer are great for wider feet and Chatham sell well with the sailing community here on the South Coast.
suitable for different types of feet and different types of people. I’m also adding Leggero to the collection for SS19 which adds another contender.
How do you select your products – which criteria do you use / what are your customers looking for? Comfort-Fit-Style is my strap line for Solent Shoes. You shouldn’t always have to compromise. The older generation still want to look and feel stylish. I ask the opinions of my Mum and Mother-in-law, both stylish ladies in their 70s and 60s. They are always a good gauge as to what people of their generation are looking for. I tend to select for the middle-aged customers and pick what I think will be a good fit and something on trend.
Which footwear/fashion shows do you attend, how do you rate them? I’ve been to Moda and found it really useful to actually see the shoes and take in the whole buzz and atmosphere.
Do you have a favourite footwear agent you can tell us about? I have met some incredibly nice people so far, but for me Sarah Sandford from Padders stands out to be an expert in her field. She has spent a good deal of time with me helping to choose best sellers and choosing sizes and I have very much valued her experience in the shoe trade as I am starting out. I strongly feel she wants me to succeed and become sustainable, even if this means starting small and growing slowly.
Have you always had a passion for footwear? How many pairs of shoes do you own? Do you have a favourite pair? I have a wardrobe full of shoes and my favourites are a pair of Mulberry coloured ankle boots. I love them because the heel height is not too high and I feel comfortable and stable in them. However, my new Caprice ankle boots are now my ‘go to’ boots and they feel like slippers and I don’t want to take them off!
Any famous customers? No, but I have a lovely good luck message from Jo Malone, MBE! I visited her in her London shop, Jo Loves and told her all about my new venture. She was very supportive and encouraged me to work hard to do something I love.
And, the next step? Any plans for the future, new lines, retail systems/new technology, etc.? At the moment I’m concentrating on local advertising and getting word out that I’m here. The sales part of the website comes next and I hope to introduce a couple more brands for the future, but for now I can’t ask for a better start than I’ve had.
Contact: Amanda Kent, Solent Shoes, T: 02392 170101
NOVEMBER/DECEMBER 2018 • FOOTWEAR TODAY • 35
- I believe in them all and they are all
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