SOCIETY OF SHOE FITTERS

‘Footfall’ is quite literally that, so the SSF are being pro-active to support members whether they are minimum wage shop staff, highly paid Podiatrists, cash-strapped shop owners, or financially aware footwear suppliers. 

Our first project of the year was to add a page to the website for members to freely advertise for staff, fixtures, fittings, stock, even businesses, proving worthwhile to all. 

We also invited reputable manufacturers and suppliers to become Associate Members so that they can network with our membership.  It only costs £200 a year to be an Associate Member with lots of free promotion and opportunities for all, which has had a rewarding knock-on affect for everyone involved.

Hot off the press we will be sending members two new free show cards to politely remind the public of their obligation when using a fitting service, and reminding the public of the importance of a professional fitting service if they have no intention of buying from the shop (if Misfit is a member then he will no doubt ask for two!). 

And now we can offer ‘members only’ our latest investment - a new infant fitting gauge to complete our suite of fitting gauges.  Those selling Clarks, Start-rite and Hush Puppies have access to good gauges, but shops that don’t still wish to offer an excellent fitting service and this will help them tremendously.  In consultation with professional gauge makers – Carter Design Group, the new gauge is user friendly in every sense, complimenting the knowledge our members have.

Our courses are constantly revised (next course starts March 1^st following MODA) with a special Deluxe course for new businesses and we are working closely with Datateam to provide a first class Footwear Awards Dinner at the Moda show – not to be missed!  We have even doubled our promotional/advertising efforts to lead consumers to the finest in the industry.

All in all there is never a better time to be involved with the Society of Shoe Fitters.  Our assistance to members is far-reaching, we are continually raising the bar.  If you would like to join us and would like access to our help and support, contact us now…  (www.shoefitters-uk.org or Email: secretary@shoefitters-uk.org)

Laura West, secretary of the Shoe Fitters Society

MAGIC STEPS

A psychologist might argue that there’s a deep-rooted explanation for a child’s love of shoes, intrinsically linked to those first steps of independence and symbolic of the progression from all-fours to Homo Erectus.

For me, it was just a very clever marketing campaign, depicting a witch masquerading as a sales assistant with a glint in her eye, and a little girl transformed into a heroic princess thanks to her shoes.

Like most little girls of the 1980s, I loved my Clarks Magic Steps. That simple Perspex window on the sole which displayed the little key was probably one of the very first things that I absolutely had to have. Whoever dreamt up the concept was a marketeer’s dream; in my head, they truly were shoes fit for a princess, and no other shoes would do.

For women especially, there’s a little part of our brains that never quite lose that childlike reaction to some shoes. These days, I’m more interested in the heel than the sole (I’ve got a four inch minimum) but, whether it’s a key or a stiletto, there’s an element to some shoes that invokes a must-have reaction.

It’s something which is for some reason, more prevalent with shoes than any other product sector. Sure, women may like a dress or a skirt, but it’s rare that such a garment will have the same effect as that perfect pair of shoes. Perhaps those psychologists have a point. But for those of us in the footwear industry, it’s simply the reason that our roles will always be more of a vocation than a simple job.

Christina, editor of FE magazine x

CHAMPIONING BRITISH STYLE

Designer of the year, Sarah Burton

Last week we celebrated the British Fashion Awards, which is one of the highlights of the industry calendar. It’s an opportunity to shine a light on some of the world’s best fashion design talent, which we are proud to say is British. 

This year was a particularly special evening as not only did it celebrate the achievements of some of the industry’s newest talents, but it celebrated the return and the exciting debut show of two of the industry’s favourite brands, Stella McCartney and McQ Alexander McQueen. 

It was fantastic to be able to award such inspirational newer designers such as Mary Katranzou, Christopher Kane, Charlotte Olympia and Victoria Beckham, who have shown their commercial eye, as well as creative flair can create such strong internationally-recognised brands and sought-after collections.

Culminating in the Designer of the Year Award, the evening closed awarding Sarah Burton for her inspired talent at the helm of Alexander McQueen and of course for her creation of the Royal Wedding dress, which truly shone a global spotlight on British fashion design.

The evening also paid tribute to the four times award winner and the inspiration that is Paul Smith for his tireless commitment to fashion, with his phenomenal career in womenswear and menswear since his first shop that opened in 1970.

It’s with events such as these that you feel proud to be part of an industry, especially as an online retailer, where you can champion young, fresh talent enabling the designers to present their collections on a worldwide platform.  When you think back ten years it could takes years for a designer to become internationally recognised through the large international department stores and boutiques, but now the internet has revolutionised the way designers can build their brands in front of a worldwide customer. I feel proud to be British.


Luisa De Paula, buying director at my-wardrobe.com x