CELEBRATE AN INDEPENDENT CHRISTMAS

Over 100 representatives from towns throughout the UK have shown their interest in creating “Christmas Shopping Crawls” to boost footfall to towns and retail centres during the critical peak Christmas trading period.

There were a record 83 registered attendees for a free webinar that took place on Tuesday: “How to create a Christmas Shopping Crawl”.

As founder of the “Celebrate an Independent Christmas” campaign I led the session which was hosted by ATCM (Association of Town Centre Management), key campaign supporters. During the webinar representatives of towns and retail organisations learned what was required to create and run a Christmas Shopping Crawl in their local area.

Feedback was hugely positive and it is anticipated that consumers will be able to enjoy taking part in Christmas Shopping Crawls in numerous locations throughout the UK this year!

The Independent Christmas campaign runs from 12th November to Christmas day. Our focus is to encourage consumers to spend more of their Christmas budgets - be that on gift and food shopping, partying or pampering - with local, independent businesses. The campaign is inclusive of all those who serve consumers – so bars, restaurants and salons as well as traditional shops.

To capture consumers’ imaginations, and to encourage them to seek out their local independents, we are calling on “local activation partners” to work with the traders in their communities to create “Christmas Shopping Crawls”.

Intended to be a lot of fun for consumers, and offering an opportunity for shoppers to win a prize for completing a crawl, shopping crawls also address the very serious issue of lack of footfall to our high streets.
Also this week the Local Data Company reported a worrying slow-down in the growth of Independent businesses in our high streets. The relatively stable high street vacancy rate had been attributed to a buoyant Independent sector, although now the growth has slowed from 2.4% in 2011 to just 0.8% in 2012. Since 67% of all retail and leisure units in the UK are home to independent businesses, a campaign such as this can have a very real, positive social and economic impact.

By creating a sense of fun, excitement, some competition, and a community spirit, businesses who participate in a Christmas Shopping Crawl have the opportunity to engage new customers from their local area.

The campaign team are providing a complete solution for towns and participating retailers with window posters, template “Shopping crawl maps” and even cards to thank consumers for their business.

To support all those involved there are downloadable guides available: “How to create a Christmas shopping crawl” and “How to make the most of participating in a Christmas shopping crawl”. A second webinar takes place on Monday 15th October at 7pm for the benefit of retailers who intend to take part (see https://www3.gotomeeting.com/register/812235358 to register). Like the first, this will be recorded and made available to provide support for all those who were unable to participate in the live session.

Anyone interested in becoming either a local activation partner or in participating in a crawl should register their interest via www.indiechristmas.co.uk or by emailing champion@retailchampion.co.uk.

We are also keen to hear from businesses who would be interested in sponsoring the campaign - either nationally or at a local level - so please get in touch if that is something you'd like to find out more about. A full sponsor info pack can be found via http://www.independentretailermonth.co.uk/Indie%20Xmas%202012%20B2B%20Sponsorship%20Information.pdf

Claire Rayner, Retail Champion

BACK TO SCHOOL

Our members with children’s shops are reporting a great ‘back-to-school’ with many shops 25% up on last year. Bearing in mind the dreadful summer we have had, it is great news. Is the message finally getting across that there is no substitute for having your children’s feet looked after professionally?  Probably not, it is more likely to be staff getting more forceful and better at making a sale in difficult trading conditions.

It would be very interesting to know how many people actually had the nerve to go into shops to check their child’s measurements and then walk out to buy cheaper brands elsewhere.  Shops have reported a massive increase over the past 3 years of people doing precisely that, some parents even having the cheek to stand instore whilst checking the internet on their mobile phones for a particular style!  Subsequently we supplied our members with ‘polite and warning show-cards’ to display instore to inform the public that they are in a retail outlet and not simply a showroom. 

Things can only get worse as it is now possible for the public to buy shoe gauges on the web.  Our organisation will never sell gauges to anyone without the necessary training in their peculiarities as gauges are all different, a gauge is merely a guide, simply a starting point in the fitting process.  But are the public aware of this?  Of course they are not, how could they possibly know the dangers of self-fitting and how important it is to measure and fit a child properly?  They won’t realise the damage they could be doing to their child’s physiology until it is too late.

When a child needs glasses they go to an optician and it is only when they are adults they may choose to risk off-the-shelf cheap specs, but as footwear is seen as an accessory rather than the most important thing a child wears, the same cannot be said of footwear.  With the sale of foot gauges the public think they can do it for themselves. Parents who would not dream of smacking their child, or missing a trip to the doctor or dentist, will quite happily buy a gauge and then trot off to a high street store to merely check their measurement and look at the choice of shoes, then click a button on their computer for ‘Jacintha and Bartrum’s’ footwear to be delivered, or buy the cheapest they can find.  They think the size on the gauge is the size that will fit their child regardless of brand, style, materials, country of origin etc.  The chances are it is only when the child becomes bored with the shoes or they are simply falling apart, that the parent will get their gauge out to re-measure. 

Shops are reporting seeing children wearing shoes up to 2 sizes too small and parents complaining their children’s feet hurt!!!!  If gauges were not so easily accessible it would definitely increase the footfall back into footwear outlets and parents would benefit from experienced people assessing their children’s feet and foot health, giving them much needed advice and a reminder to come back for more in a few months time!  Selling gauges literally reduces the need for parents to buy responsibly.

This month there will be hundreds of children unhappily dragging their new shoes round the playground where parents have allowed too much growing room.  Many children will be hobbling due to their low ankle bone rubbing on the shoe collar, or their toes hitting on the upper.  Those that chose a slip on style that had to be fitted ‘near’ (or more likely tight to keep them on) are likely to have their toes cramped in a month or two’s time when they have had a growth spurt, but the parents wont be thinking of buying another pair so quickly, so the gauges will not be used as a guide, simply a means to an end and most likely to buy cheaply made, unsuitable footwear.  Year’s ago it was often the ‘poor’ kids who suffered this fate, kids wore ‘hand-me-downs’ from their siblings; but nowadays it is just as likely to be the offspring of the affluent middle-classes who think they know best and would sooner buy a very good bottle of wine at the weekend to impress their friends, or the latest computer game to keep their children happy.

We bang on about how many Chiropodists there are now in the UK (over 11,000) and it is common-sense to realise why there is such a need, but how many shops reading this actually care about the feet they are serving?  How many really know about the footwear they are selling?  How many new shops will spend a fortune on local advertising to establish themselves when they actually have nothing unique to offer to compete with the ‘big boys’?  Many new shops are building a business on shaky foundations and would sooner buy another couple of lines of shoes that may not sell, than qualify on one of our courses enabling them to buy more sensibly and fit what they have on the shelf confidently.  Our members can say with pride that they ‘sell shoes that won’t come back to people who will’.  Ignorance is not bliss, it is blisters, but it is never too late to learn how to do the job properly.

Laura West, The Society of Shoe Fitters www.shoefitters-uk.org  Email: secretary@shoefitters-uk.org  Tel. 01953-851171

WHAT CAUGHT MY EYE...

There’s so much to see at Moda, so many brands to talk to and so many buyers to catch up with, that I’m always amazed how much we manage to cram in.

Likewise, the sheer volume of quality product across so many different industry sectors never fails to impress me. If I were a buyer, I’d feel pretty confident about finding precisely the right kind of commercially viable stock at the show. 

So it’s no surprise there were plenty of stand-out pieces catching my eye this season, many of them with strong colourways or quirky touches. I’ve pulled together a few of my favourites for you to take a look at (below).

Makki Bags

Blink Leopard Shoes

Camel Active Footwear

Dents

Gucinari Footwear

Renata Bags

Riva Sandals

Sugar Boots

Suzie Blue Jewellery

I also made time to pop into Flip – the UK’s new trade show for urban, street, board and action sports lifestyle clothing and footwear – which had an exciting buzz about it.

It could have been the on-trend product and the uber-cool exhibitors and visitors, but it was also definitely something to do with the Animal Bike Tour show, which had spectators on the edge of their seats right way through….and when you see the pictures, you’ll understand why!

You’ll find a full review of Moda and Flip in the September issue of the magazine.

Suzanna Bain, online editor, Fashionextras-online.co.uk x

YOUR STAFF ARE THE MOST PRECIOUS SALES TOOL YOU POSSES

The one item of ‘clothing’ that can serious damage your health and alter your entire physiology is your footwear, but unlike in Germany, still the UK government neglects to insist on formal qualification – it is left to moral obligation rather than legal obligation.

The Society of Shoe Fitters has been running qualification courses for 53 years which is what helps them to maintain help-lines, website, foothealth education leaflets etc., however they acknowledge that there are many good shoe retail staff that know how to do the job properly and have no formal qualifcation. 

Staff may be extremely knowledgeable about their products, feet and the ability to actual ‘fit’ shoes, but may have nothing to prove they know what they are doing.  Spending a day with a manufacturer, or learning from well experienced colleagues is extremely beneficial, but does not provide them with an all-round sense of achievement or overall stamp of approval.

The not-for-profit SSF is addressing this problem.  They work with the finest people in the industry and continue to do so with their training and support systems.  Now they are approaching those that DO know what they are doing and helping them to prove it.

The SSF have introduced a new Entrance Application which should be extremely straightforward for experienced shoe retail staff… in addition they have also made it affordable to all, merely £50.   Now, for the price of one pair of shoes, you can provide your business, and an experienced member of your staff, with national recognition.

If you or your colleagues would like to take part you can download the Application without obligation from the SSF website (www.shoefitters-uk.org) or pick up a hard copy at MODA (Stand S40). Successful conclusion gives membership of this prestigious and reputable organisation (M.S.S.F.), so if your shop needs something new to shout about and a U.S.P. to upstage your competition, look no further!

For inexperienced staff the 5 month course starts September 1st and the 10 month course starts October 1st.

Laura West, www.shoefitters-uk.org  Email: secretary@shoefitters-uk.org  Tel. 01953-851171

REASSURANCE IN RETAIL

I was recently awarded the Young Retailer of the Year award by the British Independent Retailers Association (Bira), which was a fantastic reassurance that I am working in the right direction when it comes to retail.

The award was something I came across when I was at a committee meeting for FAB (Fashion Association of Britain) – the new division of Bira that acts as the voice of independent retailers in the fashion sector – and I thought it would be a useful marketing exercise for the business, as well as something for which I wanted to apply for my own personal development.

I am always looking for opportunities for the business, and awards can be a good way to promote an independent store. Like most retailers, however, I had not placed much value on what I was doing because I felt someone else somewhere else was doing something better. Working in an independent boutique, I think we all feel isolated at times, so awards can be a great source of reassurance.

I have been immersed in this industry from an early age because my mother owns Ambiance of Colchester but, having taken on more areas of responsibility, I have discovered my key areas of interest. Winning the award has increased my innate thirst to learn even more about the fashion industry and working in retail.

Melissa Wheeler, marketing and PR manager, Ambiance of Colchester, Essex

WHATEVER THE WEATHER

This time last week I was desperately scouring the internet for the perfect summer shoes as the first of the spring sunshine streamed through the window. This week, I am (rather gratefully) back in my comfy winter boots, drying off my hair after a mad dash into the office in the pouring rain and thinking – what is happening with the UK climate?

If I am confused as to what to wear from day to day, I can only imagine how retailers approach the issue of merchandising their product. Capturing that consumer spend is such a time-sensitive issue, and having the perfect summer window display can be all it takes to inspire the spring shopper as her thoughts turn to her seasonal wardrobe.

No surprise at all then, the high street is awash with Easter displays and depictions of holiday fun, even though the streets are quite literally awash with rain. And maybe some snow at some point this week, if the weather reports are anything to go by.

Displays can of course be hurriedly changed as the weather takes an unexpected turn. Stands of brightly-coloured umbrellas can at least be placed more prominently, and any remnants of winter sale stock may at least be snapped up as the climate retreats into its wintery depths. When it comes to actual buying however, it’s all retailers can do to place their orders carefully for summer beach bags and flipflops, and hope for at least a sprinkling of summer sunshine in months to come (if not a host of holiday wardrobe shoppers heading off for sunnier climes).

It’s all part of being British and, amid the furore over fuel price hikes and pasty taxes, it’s also one thing that we cannot blame on the Government. Good weather is indiscriminate, a bonus and – all too often – a complete surprise for those of us living and working here in the UK, so let’s try and literally look on the bright side and hope there’s a summer yet to come.

Christina Williams, editor, FE magazine x

JUST AS FOOTFALL PICKS UP STAFF WANT A HOLIDAY

Does this sound familiar to you? School holidays are classically a time when retailers experience increased footfall. Of course, this is also exactly the time when key staff want to book time off to spend with their kids! Managing the holiday period, balancing keeping the sales line up with having key personnel away, is always a challenge.

Managing staff holiday in a smaller retail business

When it comes to managing staff holidays small businesses always struggle – not just retailers. However, retailers do have the opportunity to plan and prepare to have well trained resources available for exactly the periods of time when regular staff are looking forward to a break.
The answer is students. During term time most students can only manage weekend work – good for the retailers as you can take them on for your busiest periods, ensure regular staff get some weekends off every month, AND get the weekend staff trained up. Students ALWAYS need extra cash – and they’re usually available full time during the school holiday periods too. Therefore if you play your cards right, you can be sure to have competent, loyal, well trained staff available just when you need them.

Planning ahead – where to find staff to cover for the next wave of holidays?

It’s simple really – approach your local University, colleges and 6th form – ask if you can advertise weekend / holiday positions on the notice boards or intranet. Still ensure you go through a professional interview and selection process, and always ensure you provide good quality training – but tap into your local community and you’ll be surprised at how easy it can be to get the right kind of cover for your retail business.
Get your student work-force trained during part-time weekend hours in term-time so that when it comes to  school holidays you’ll be confident letting your regular full timers take holiday, allowing your student workforce to rise to the challenge of providing cruical holiday cover for your regular staff.

Having the right mix of staff available to cover seasonal peaks and troughs is key!

Having the right mix of staff available to the business to cover peaks and troughs in demand, seasonal variations and key staff holiday cover is a great benefit. You’ll know your customer experience is un-compromised and you’ll be able to capitalise on increased seasonal footfall. Now is the time to start thinking about where can you best source the ideal resources to support you during the Easter holidays and also the longer, Summer holidays. If you start the recruitment process now, your new team will be competent by the time you need them most.
 Clare Rayner, retail expert, authour, mentor and consultant - http://www.retailcampion.wordpress.com/

SHAPING THE WAY CONSUMERS SPEND

Retail has seen its worst economic climate in our life-times and as a buyer this gives the role a new dimension in terms of product selection, but as an ecommerce business, we are in a privileged position to be able to shape the way consumers shop.  

We have all seen the high street sales figures and reports of hundreds of stores closing, with some retailers moving their focus to their ecommerce sites.   This isn't just about the shift in consumer behaviour towards online shopping, it's about the heightened expectation for a better experience, better product and service. 

Digital has changed consumers’ expectations across the board and particularly when it comes to the product itself.  Now shoppers can watch live streams of the catwalk shows, see each look hit the catwalk on Twitter, pre-order the collections and in fact click to buy their favourite pieces straight off the catwalk.  Pre collections and Cruise collections have become a core part of a designer’s business and that of the retailers as consumers want the next new items.

The innovation in mobile commerce presents both high street and online retailers with a huge opportunity to further integrate their off-line and online channels and bring a new dimension to viewing product. A number of leading retailers are now using QR codes to give customers the chance to view products and editorial content straight from a page and provide an opportunity to purchase the product online from a mobile device.

The next twelve months is going to present an even more challenging economic environment, which is going to lead to a survival of the fittest.   I believe it going to be the savvier retailers that survive.  The ones that put the customer first, creating an improved customer experience, with the best product merchandised and presented in the right way, while looking at their shopping habits and creating a seamless, integrated multi-channel experience are going to drive the retail market forward.  

As retailers, whether that is online or bricks or mortar, we have the opportunity to shape and change the way consumer shop and that makes it a very exciting place to be.

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

SOFT SCOOP

Have you ever done a fantasy shopping trip online? Added more into your virtual basket than you can possibly afford and then removed it all whilst pouting about the unfairness of life? Have you ever done the same in store? Greedily piling up your basket to the top and then only when you get to the till do you realise you have to put some of it back…

That’s what I was like this week. Like a kid in a sweet store. Except I wasn’t in a sweet store , I was attending London’s newest (and hottest) boutique trade show Scoop International held over three days at the famous Saatchi Gallery.

Spread across three floors collections were curated within the "Gesamtkunstwerk" exhibition the show included the likes of Kenzo scarves, Les Nereides jewellery and footwear from Mexicana, Robert Clergerie and The Jacksons to name but a few.

I was there reviewing the show for FE magazine and though I maintained my professionalism the whole time I was secretly fantasy shopping for my own wardrobe. Ok so maybe a little bit of drool slipped out whilst I was looking at the Coccinelle bags and maybe I whimpered whilst being dragged away from the vintage Chanel. And yes maybe I spent a little bit too long with the Robert Clergerie shoes (20 pictures later) but I couldn’t help it. It was quite simply Shoe Porn.

The lovely woman on the Avec Moderation stand even took pity on me and asked if I wanted to try them on when she saw the blatant longing in my eyes for a pair of pony hair slippers. Tragically they were too big for my tiny feet.  It’s a good job too as I did think about making a run for it. The only thing that stopped me was the knowledge that I quite like my job… and that they probably don’t let you keep shoes like that in prison.

Below is my pick from the show. You can see more online at www.fashionextras-online.com and in the March issue. 

Natalie, fashion writer, FE magazine

Coccinelle

Avec Moderation

Robert Clergerie

Candice Cooper

Konplott

EYES OPENED BY SCIENCE

Any journalist will tell you that some press events are more fun than others, but last week’s certainly has to be up there with the best. FE was invited to a bit of a mystery adventure day to celebrate the launch of Surround Product Technology by Gore-Tex.

Of course, Gore-Tex is known for its waterproof and breathable properties that keep the bad weather out and the warmth in, but I was really hoping that we were not putting this to the test too much in any sort of extreme conditions. Gore-Tex boots may be made for walking but, when it comes to scrambling over rocks or scaling any sort of mountain face, I am most certainly not.

Imagine my relief therefore when the event in question turned out to be a champagne flight on the London Eye, followed by an informative seminar about the properties that are unique to Gore-Tex technology. Of course there is always the risk of blinding your audience with science - particularly when they are still slightly wobbly-legged from the Eye – but, ever-prepared, Gore-Tex had overcome any possibility of that by hiring none other than Johnny Ball.

All in all, it was the perfect way to launch Surround Product Technology to the trade. Thank you Gore-Tex, and we look forward to seeing your distinctive little black diamond on more footwear brands than ever throughout 2012.

Christina, editor of FE magazine x

MY-WARDROBE ASKS CAN LAUNCHING A LOYALTY PROGRAMME HELP SALES?

We have all seen the high street sales figures and reports of hundreds of stores closing.  We are currently trading through one of the toughest economic climates of our history. 

We are in a fortunate position to be in the online space, which is where the consumer focus in going, but we can’t rest on our laurels. A key factor in the decline of many high street retailers is the customer experience.  Online has revolutionised the customer experience with a new level of accessibility of global brands, speed of delivery and efficiency and that in turn has changed consumer expectations and with the recession added value is key.    

Whether you are an e-tailer or bricks on mortar retailer you have to focus on offering exceptional product, coupled with exceptional customer service that creates a memorable experience to drive loyalty.   As a luxury retailer you can’t compete on price, which is why we are about to launch our new loyalty programme.  Our my-loyalty programme lets shoppers earn loyalty points as they shop, which accrue into vouchers to spend on future shopping trips.   The innovation in mobile commerce presents high street retailers with a huge opportunity to further integrate their off line and online channels.   A number of leading retailers are now using QR codes to give customers the chance to find out more and the opportunity to purchase the product online and for us mobile is a key channel.  Since launching our mobile-adapted site, we have seen a significant uplift in both traffic and sales from mobile.  In fact, we have seen a 70 per cent YoY increase in traffic from mobile devices and it’s only going to grow.

The next twelve months is going to present an even more challenging economic environment, which is going to lead to a survival of the fittest.   I believe it going to be the savvier retailers that survive.  The ones that put the customer first, creating an improved customer experience, while looking at their shopping habits and creating a seamless, integrated multi-channel experience, are going to drive the retail market forward.   As retailers, whether that is online or bricks or mortar, we have the opportunity to shape and change the way consumer shop and that makes it a very exciting place to be.


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

LETS PUT ON A UNITED FRONT

I have noticed in my 33 years in the industry that when the going gets tough, instead of everyone working together for the greater good (safety in numbers), the shoe trade seems to batton down the hatches and it's everyone for themselves. 

Unfortunately I have witnessed on more than one occasion that this has been to the detriment of the UK footwear industry and from a strong position some 20 years ago where loyalty was a 'given', there is a 'come easy go easy' approach to new shops and an appalling lack of respect for the old.  One of the many great things about the SSF is that our membership has been made up of some of the finest people and companies in the industry and the strong network we have built up over our 52 year history has ensured that we are still able to help, educate and promote both trade and public, retaining some stability throughout these volatile times. 

In an age where communication is key due to increasingly smart phones, wifi, Twitter and other social mediums, we fail to realise that as an industry we need to join forces and make a united stand.  We certainly have more to gain than lose from doing so.  Footwear retail does resemble a war zone and any 'divide and conquer' is more likely to be divide and fall!  Having attended the first International Conference of Feet and Footwear at Zlin University in Czechoslovakia with the BFA many years ago, perhaps it is time as an industry we similarly put a date in our diaries to meet and thrash out some common issues?  Working together we could unite in lobbying banks, government officials, the media, or introduce a trading Code of Conduct, or thrash out credit control measures... anything is possible!  Of course this is not a new idea, the Meat and Electronics industries are already doing it and gained tremendously from doing so.  

First stop on the 'united' front is to attend the MODA shoe fair.  It represents the best of the footwear industry, especially this February as there will be a new Footwear Awards Dinner on the Sunday night, to acknowledge those who need rewarding for their efforts.   Industry Awards Dinners are often too costly making them somewhat predictable, unaffordable and exclusive, but the organisers (Datateam Publishing) have made this event 'inclusive', it's affordable, aimed directly at the shoe trade as a whole.  'High end' suppliers have stepped forward to sponsor the various awards (though I am surprised to know there are some Awards still available for sponsorship if you are a more successful supplier with deeper pockets) and with transport from the show, a good meal at a fantastic venue (the Forest of Arden) etc. should prove a great evening with like-minded people. 

Let's all make an effort in 2012 to work more closely together, ask for help if we need it, exercise a little kindness and patience with one another and generally be less insular.  It's a nice trade with nice people, but what we create today will impact on the future.  Rather than wait for it to happen and moan about it later, let's start building some stronger foundations for the future - maybe then we can then look back with pride and give us all something worth looking forward to!

SHOW SHOES DILEMMA

For anyone in the fashion industry, deciding what to wear to exhibitions can be a bit of a minefield.

Under any other circumstances, travelling to and from airports, international flights and pacing the halls of an exhibition hall for two or three days would demand the utmost in comfort with style coming a not-so-close second. But when the show in question is focused around the latest trends, there’s no denying that those exhibition aisles can become a bit of a catwalk.

For those of us in the footwear industry, it’s a particular dilemma. I remember in my very early days of travelling to Micam for FE, I insisted on wearing my most towering heels because I felt it was only appropriate in my capacity of acting editor of a footwear trade magazine, and because I had the glorious naivety of one who had never been to an exhibition before.

Two days later, having covered most of the floor space in the entire Fiera Milano and then some, I resorted to wearing a free sample which I had been given earlier in the day – a lime green pair of Crocs which were several sizes too big. Of course, these days, Crocs are ubiquitous but, back in 2007, the brand was still in its infancy, and my clomping along in my lime green, holey, oversized shoes drew several points, stares and sniggers from Italians as I made my weary way back to the hotel on Milan’s underground system.

Five years on, I should surely know better. With BBB looming, soon to be followed by Chic, Moda and GDS, I am set to wear out some shoe leather in several exhibition halls across Europe. I still maintain that heels are a non-negotiable, but these days I bring my own stashed-away pair of flats, just in case…

Christina x