Q&A
and Ladies DB. The repeat business on these brands is staggering as loyal customers of these Brands are always out early in the season to see what is new and to get their purchase in early. Colours always seem to do well in store and this year we have been selling a lot of yellow products from the likes of Seibel, Rieker and Mustang.
How important is shoe fitting to your business?
This is the backbone of everything we do – no member of our staff would dare be on the shopfloor without a shoehorn in their back pocket!! Being able to offer the traditional form of service of fitting, lacing, and advising for every customer is what we are known for and why people come from far and wide to see us and be fitted properly. I really don’t think you can underestimate the power of this.
Does your shop sell other items besides footwear, bags, gloves, tights, socks, below the ankle products?
At present we are focussing just on shoes and shoe related accessories such as laces, insoles, polishes, shoehorns, etc.
For SS23 we will be introducing a small capsule collection of Skechers apparel for Men’s and Ladies.
Do you use an EPOS (retail technology) system in your shop(s)? This was one of the first purchases we made when we took over the store last year. Having come from a more corporate background where I have been used to analysing sales figures, this was something I was keen to have in our store.
We installed the TopToToe system and from day one this has been such an easy and reliable system to work with - from a front end till system for our staff and from a back-office point of view whether this be running reports in store or when I work remotely.
You can’t beat having a hands on feel for what is selling but being fully aware of the facts of sales, stock and sell through makes life much easier for cash flow and buying.
What is your favourite men’s footwear brand/manufacturer – ditto ladies/children’s brand – and why?
I will answer this from a personal point of view – my favourite Men’s brand would be ECCO. Of course, I have a huge allegiance with the Brand considering my background, but now that I am selling them at the sharp end, I have to say consumers (and me!!) really appreciate the quality and softness of the leathers as well as the fact they look and feel great on the foot. With regards to Ladies, I would say Josef Seibel. Again, the softness of the leathers a slightly more generous fit and the handcrafted stylings that come with the products make for a great combination. Added to this, is the fact that you can get everything from a house shoe/clog to a sandal and a waterproof walking shoe.
How do you select your products – which criteria do you use / what are your customers looking for?
Having so much history in the town, we know our customers’ requirements very well. Buying is a tough exercise as we have such a mix of customers looking for styling and a degree of fashion to customers at the other end of the spectrum who are looking for wider fit supportive footwear (and everything in between). When we do our buying, we use a hybrid approach of direction from our sales reports and gut feeling of knowing what has worked previously.
Which footwear/fashion shows do you attend, how do you rate them? Are you planning to attend a Show next year, if so, which one? We do most of our buying at stockrooms and haven’t been to the shows because we have only just taken over the shop. With that said we will be visiting the Footwear Today Shoe Show Live in February.
Do you have a favourite footwear agent you can tell us about? I couldn’t possibly say!! We have great relationships with all our suppliers. It has been a little strange at times because most people know me from my
28 • FOOTWEAR TODAY • NOVEMBER/DECEMBER 2022
wholesale activities – its always funny sharing a stockroom one day with the Brands and then the next day they are trying to sell me shoes!! Since taking the plunge into retail, everyone has been very supportive of what we are doing.
Have you always had a passion for footwear? How many pairs of shoes do you own? Do you have a favourite pair?
Yes, always. I won’t answer the question on how many pairs of shoes I have, other than to say I have more than my wife Sarah!!
Any famous customers?
Not at the moment, but we have had a couple of local Exeter Chiefs rugby players drop in.
How do you think the Government could best help footwear retailers at this difficult time, i.e., lower business rates, rents, VAT etc? My glass is always half full, but confidence is at an all time low whether you are a retailer or a consumer at the moment. The rhetoric coming out from Downing Street does not encourage spending or growth and there is a tightening of purse strings as we head into uncertainty of this winter period. Confidence to bring people back out into the High Street should be encouraged at a national level from a reduction in VAT and lower business rates and at a local level by Council’s reducing or removing the cost of parking.
Do you have any plans for the future?
We will continue to provide a first-class shopping and service experience in Sidmouth for our loyal local and tourist-based customers in the short term. Mid term we will be looking to invest in a possible transactional website, along with modernising our appearance in store and then long term who knows – maybe another shop or two in the Somerset/Devon area.
Contact
White & Son Shoes Rodds Building Fore Street Sidmouth Devon
EX10 8AJ. Tel: 01395 516618
steve@redsquirrelagencies.com
DOWNLOAD THE FOOTWEAR TODAY APP NOW SPONSORED BY
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36
