SSF NEWS Do you make the grade?


At a time when standards are low and footwear is going into landfill having been worn merely a handful of times, there is pocket of quality and service that is second-to-none. For all new retailers looking for a reputable brand and those looking to replace a brand you can find some of the finest adult and children’s footwear companies at www.shoefitters-uk.org – Associate Members. These brands continue to support professional shoe fitting and independents by qualifying as Associate Members of the Society of Shoe Fitters (Charity Reg. no. 1178413). Despite being a charity and needing income to keep their numerous services to the trade and public available, this industry stalwart only accepts brands that meet their strict criteria. The cost of associate membership is not based on turnover, merely a suggested minimum donation with many offering higher donations once they appreciate the amount of assistance this 60-year-old society offers. For the past seven years the S.S.F. has worked


hard to network the footwear industry with health professionals through various means. The National Shoe Fitting Week initiative (begins April 3rd, 2020), seminars and health education materials all endorse the message of quality and fit. Many podiatrists (they are no longer known as chiropodists) are now heading to Associate brands as foot clinics introduce shoe retail due to the decline in independents. Podiatrists very rarely retailed footwear and usually recommended only one brand because they benefitted from doing so, but now they are more enlightened. Once they qualify as professional shoe fitters, they realise one brand will not fit all, there is more to footwear and fitting than initially meets the eye. Measuring a foot is just the starting point, learning how to fit is not just using a gauge and giving room for toes to wriggle. Society President Rosemary Gray tells us:


‘North Shoes has worked with local hospitals and clinics for some time. Various conditions from autism and diabetes to club foot, all need special care and an understanding shoe fitter. It is vital for footwear retailers to create a USP (unique selling point) that brings people instore.


Qualifying all our retail team as professional shoe fitters has worked for our stores’. North shoe shops together with other Society members, invite local health care workers instore to view ranges and discuss their patients’ needs and have even turned the tables, qualifying staff member Ryan Clements (SSF Student of the Year 2017) as a foot-health practitioner. Ryan is seeing a huge number of people who have foot pain and physical injuries that could have been avoided if they had worn better footwear.


FREE FITTING SERVICE At one time Podiatrists simply lectured against the dangers of high heels, now the Society of Shoe Fitters has made them aware that other types of footwear can be equally destructive and simply paying a further £10 or £20 will buy far better shoes with a free fitting service.


‘We sell


shoes that won’t come back, to people who will’ is their motto. The most recent problem has been the fashion for ballerina pumps which always


need to be firmly held on the foot.


If fitted too


small they cramp toes, and if too large or poorly made they create a trip hazard. Without a quality sole unit and padded insole there is very little shock-absorption underfoot leading to numerous cases of painful plantar fasciitis in young girls. The latest problem they are working on is the


‘Daily Mile’ campaign. The initiative is fantastic, but retailers have seen an increase in blisters as parents are not informed that children should wear appropriate sporting footwear, or quality well-made suitable school footwear. Plimsols and trainers are designed for running/prolonged high pressure, but not all-day wear, whereas school shoes are meant to support and protect the foot throughout the day but not under prolonged high pressure. The forces put through a foot when running are considerably higher than walking normally, and the materials and construction method of both types of footwear are for specific purposes.


It is important to wear the right shoe


for the right occasion. The Society is primarily funded by their


Footwear & Fitting Course, a 5-module course covering all aspects of the industry, footwear and fitting. Its format has been judged by academics as the best possible way to learn and remains the industry gold standard of training.


The Society of Shoe Fitters E: secretary@shoefitters-uk.org 6 • FOOTWEAR TODAY • OCTOBER/NOVEMBER 2019


Children’s Foot Health Register www.fitkidsshoes.org


www.footweartoday.co.uk


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