The Society of Shoe Fitters' Autumn Newsletter
Published: 16 August, 2011
Greetings from the President JAN PARRY Of Parrys, Pembroke Dock, S. Wales. How quickly time flies when you are having fun... We are just into the buying season and that should be the fun bit, but of course it is all too easy to get carried away and go over budget when each brand of shoes shows you another lot of cases full of wonderful designs and colour-ways. This is when it is good to have someone else holding the purse strings and ensuring that they are doing the maths as you go along!
Of course, good agents and representatives will know how many shoes we should be buying, recommending best sellers and not allowing us to go too mad - let's face it, if we are overstocked and can't sell our goods it is another door shut for them in the future. However times are hard and it may be a little too tempting for them to write a 2 in the box instead of a 1 this season!
Most of us will be holding back, trimming down, de-cluttering and downsizing....but whatever you want to call it, we have to be strong and be brave and make decisions that we don't want to make to ensure we still have a business in five years time. We cannot afford to be complacent and should only extend our loyalty to those who are loyal to us. For those who read Agent Provocateur in Footwear Today, whoever he is he is right when he says that we cannot simply expect our suppliers to wait for our money or take stock back that we have overbought.
We all have a responsibility, and the chain of supply is a fragile one. This is why I am so proud to be President of the SSF. Since becoming President I have been privy to far more information than ever before and can see what happens 'behind the scenes'. The work that takes place and the number of people who are given advice on a weekly basis is amazing and varied and the network we have to be
able to offer advice continues to grow. Our subscriptions are a small price to pay for the amount of back-up we may not knowingly receive and can draw upon when required, your qualification could now become your most important selling tool, so keep flying the flag - and be proud to do so!
Jan Parry
THANK YOU to
Eric Desmonts of Aetrex and
Eugenie Leitjen and Kim de Silva
of Retail Technology
Both companies are Associate Members of the SSF (see website for our full list of Associates) and have partsponsored this edition of the SSF news. Both companies will be exhibiting at the forthcoming Moda Footwear Fair (14TH-16TH August) at the NEC in Birmingham and you will find Aetrex on stand S20 and Retail Technology on stand S40). Enclosed is an invitation, but for those of you who have never been or are quite new to the trade, it is quicker to pre-register, so you can always go online and sign up in advance. From having a coffin last year Sean has kindly found us a bit more space but in the wholesaler section. Fingers crossed you will come and find us on stand no Y26 and with grateful thanks to Sean and the MODA team.
The SSF are pleased that several members have supported both companies this season making their fee worthwhile, which is what Associate Membership is all about helping one another to network. We greatly appreciate our sponsors as the cost of print and postage continues to rise. Marc Cameron of Algeo has agreed to part-sponsor the final edition of the year, so we shall be pleased to have other partsponsors (it is only £200) for our Christmas/Winter edition or £500 to include an insert. If you can afford to help, please email Laura (secretary@shoefitters-uk.org) or give her a call thank you.
UTUMN 2011
SOCIETY NEWS N VIEWS
Congratulations to member Karen Little. It comes as no surprise you have won this accolade as you have always had an award winning team! Staff at Haswell Shoes has always been keen to complete our course and Karen has always been supportive of them doing so. Above is the official PR from The Shires magazine. Well done all!
2
A Great Start
Our new member Nichola Sargeant of One Small Step of Buxton near Macclesfield, has taken the bull by the horns and immersed herself into the local retail community. Nichola entered a window-dressing competition prior to opening her doors to sell shoes a brave move but brilliant idea as she earned herself 2nd place and a lot of publicity and interest - invaluable when you are establishing a new business. Nichola tells us .
The competition is held every year as part of the celebrations for the Well Dressing, Buxton. The peak district has this festival to celebrate the wells, and for those of you who have not come across this before, the wells are
dressed up with pretty flowers and colours around them. We decided to enter the competition as I thought it would get our name out there to the people of Buxton and the surrounding areas. As the competition was the week before our opening too, the timing was perfect.
Opening a children's shoe shop has been a long term dream that I have had, and is something I have always wanted to do - I just love shoes! Also I wanted to offer parents good quality, stylish shoes as although there are
other brands offered in the town with the shoe fitting and measuring service, I feel the other brands are very much 'old hat' now and we wanted to offer a more modern alternative. We hope to get 1st next year!
(We dont doubt it Nichola Ed.)
THE SHOE TRADE GOLF CHAMPIONSHIP took place at Carden Park on June 15-17th and it
was a tremendous event. 100 trade golfers enjoyed the course and over £6,000 raised for
trade charities. Chris Gorrod of Brevitt Rieker Ltd. and Kate James of Euroleathers
won the mens and ladies championship respectively well done both! If you are a golfer
then make sure you take part next year, a warm welcome is assured and lots of laughs!
Council News .from Laura West (Secretary)
The Council meeting on July 13th was chaotic in truth utter madness, but fantastic as there was so much going on in terms of projects to discuss. It was also thrilling to see new members getting on so well with our stalwarts, having a good chat and comparing notes on trade. As usual we must THANK PETER LAMBLE M.D. at START-RITE for allowing us to use their excellent showroom in London. New Council members quickly realised it was every man/woman for themselves and this led to some amazing ideas and great comradeship. Resembling more of a family lunch, decisions were soon made on the new courses for 2012, Gauges, new Podiatry Course, membership and lots more. Every item was an important one, but may I particularly draw your attentionto the following
SURVEY ENCLOSED WE NEED YOUR SUPPORT HELP US TO HELP YOU AND YOUR CUSTOMERS!
Not on the Agenda but one of the most important points to come out of our meeting was - how many children are presenting themselves with quite problematic feet and needing referrals to G.P.s and local Podiatrists. Hallux Valgus/Bunions are no longer the preserve of the over 60s, over 40s, or even over 20s, we are now seeing them at age 13,when the Hallux joint has only just formed! This cannot be right and should not be overlooked and therefore we have hurriedly put together a SURVEY which hopefully LOTS OF SHOPS NOT JUST MEMBERS can take part in. If we get
enough shops to complete the ENCLOSED SURVEY FORM then in October we can assimilate the replies and try to get government onside.
This is so important that we as an organisation (and hopefully with the support of IFRA), will contact every possible person involved in the health of our nation. It is a big thing to say - and a bigger thing to do, but if we can do it, it will not only make a mark for the importance of the SSF, but a bigger mark for the importance of independent retailers and skilled shoe fitters. We are not naοve enough to think we could stop online sales of childrens shoes, BUT all sites should carry a strong Government Health Warning.
WE NEED YOUR SUPPORT IN THIS VENTURE. Your findings are vital. The trade press have got behind us and we have put downloads on the Home Page of our website. PLEASE, PLEASE, PLEASE take copies of the enclosed form (or download) and ask your staff to log every child they see 14 or under with a problem foot. In this way we have evidence to show that we are storing up big problems and big expense with the NHS in years to come. If there are any shops you know of with or without a member, send them the forms and press release. Lobby your Agents and Representatives too, as their network of contacts will benefit us all from joining in.
If you would like more information about our survey go to the homepage of our website. If you would like a copy of the Minutes of the AGM and 2010 accounts (members only), or would like to attend a Council meeting, please email the Secretary as the Minutes and an Agenda for the next meeting can be emailed to you as a PDF document. Alternatively send an A5 S.A.E. and we will post a hard copy. Council meetings start at 12.00 a.m. (to make use of the cheapest travel), and are normally held at the Start-rite Showroom in central London near Oxford Circus (we can send you a map).
We need 24 hours notice of your attendance just so we buy the just the right amount of delicious lunch! Next meeting: Weds. November 16th 2011.
Keep up the good work this back-to-school, pamper your knees and remember to regularly stretch, above all look out for those foot health problems and keep in touch!
Courses 2011 / 2012
Our 10 month course starts - October 1st 2011 and glad to say we have already confirmed 3 bookings. We are changing the format of the courses quite dramatically having studied the buying pattern and requirements of existing and new shops in todays market. Any member booking a student onto one of our courses will receive a discount to their annual subscription fee.
The 10 month course will now have 2 Workshop days. Workshop 3 which was primarily a presentation day with the added bonus of Reflexology tuition and general queries will now be phased out and other areas of the course bolstered on the other two days. It seems shops cannot afford to close on three separate days and do not have the staff to cover. In this way it also benefits students who finish their coursework quicker, as they will receive their Certificate of Membership and the benefits of membership when they complete, rather than wait until the September workshop (as lovely as it is to receive a round of applause and meet the President!).
There will still be a Student of the Year, but this will be assessed at the final meeting of the Council and announced later either at an event or instore.
5 month Courses seem the way to go so there will be two new official start dates in 2012 for the 5 month course both starting directly after the MODA show. MARCH 1ST 2012 and SEPTEMBER 1ST 2012.
Two workshops will take place during each 5 month course that means that there will be four workshops a year instead of three. The repetition will give greater flexibility and allow anyone missing a workshop during their course period to come to the same one later the same year, rather than wait until the following year.
The Workshop dates and full information can be found on our website and will be given out at MODA.
The DELUXE courses are still going well for new shops and businesses wanting someone to visit.
VAN DALS 75th ANNIVERSARY
CELEBRATIONS
Norwich based ladies shoe manufacturer, The Florida Group, celebrated
75 years of making shoes in the city this month. The anniversary celebration
was attended by over 160 loyal supporters of brand including retailers such
as Russell & Bromley, Jane Shilton, overseas suppliers and of course staff.
As Norwich's last remaining shoe factory the company, better known for its
Van Dal brand, was founded in 1936 by Adelman Goodman and his sons.
Today the company still manufactures shoes there and is a staunch
supporter of British manufacturing and shoemaking in the city.
The Florida Group employs over 80 people and specialises in ladies' shoes.
Managing Director Tony Linford said "There are big benefits of being in the
UK, there is pool of talent and expertise in this industry." At its peak
Norwich's shoe industry employed more than 9,000 people and sold more
than seven million pairs of shoes around the world annually. The Florida
Group represents the last major branded shoe manufacturer in the city.
Current Chairman and grandson of Adelman, Simon Goodman, said: "Our shoes are a speciality for people who have a
slightly wider fit - that has stood us in good stead."
The event, during which Head of Product Claire Farmer also teased the audience with
the brands forthcoming new Spring 12 collection, saw a keynote speech from Chairman
Simon Goodman and Managing Director Tony Linford. Famous GB Olympian and TV
personality Kriss Akabusi, now a renowned motivational speaker, also attended to
round off the presentations in momentous fashion and joined the Group championed
the importance of British manufacturing and the heritage of shoe making in this
country. With a guided tour of the 900 year old venue and an open air meal in the
Cathedral Cloisters guests were stepping over themselves to thank the company and
wish them well for the future. (Congratulations Van-Dal, heres to another 75 Ed.)
MORE CONGRATULATIONS! Another successful member JO DIXON
Pogo the Pop Up Childrens Shoe Shop was awarded Runner Up in the Women Do Business (Devon)
Most Successful Start Up Business category at the WDB Awards held 18th May 2011.
The judges recognised that Jo Dixon who opened Pogo 3 months ago, had found a niche market and that by taking the 'pop up' model, was transforming the buying of childrens shoes into a pleasurable activity! The judges comments made at the WDB Gala Dinner in Dartington Hall were fantastic " ... clearly targeted a niche market in her field, using clever and astute marketing. Jo understood the power of PR and sets an inspirational and professional example to other start up businesses".
Jo is delighted and really looking forward to meeting more customers over the coming months in Tavistock Pannier Market every Monday until 29th Sept to prove that shoe shopping with children needn't be stressful for parent or child!
Visit the website www.pogoshoes.co.uk or call Jo on 07823 557 812 to find out where the shop is popping up next - venues planned all over West Devon. (Cornwall/Devon has historically been a difficult area for the shoe trade with one of two well established shops but
massive competition from discount outlets and the big green box. Heres wishing Jo lots of success Ed.)
The gauges are measuring up! After many years of accumulating funds and hoping for
a good year to allow us to invest in an infant gauge, the time has come. The gauges will
be with us in the next 12 weeks so we hope lots of you will buy one. Because of the unit
price we are unlikely to make any profit on their sale, but feel it is our duty to provide
members with a full suite of gauges particularly those who are selling continental
brands and require an unbiased gauge.
Cosyfeet is one of those brands that if they didnt exist you wouldnt quite know where to send certain members of the public; the same can be said of D.B. Shoes too. The footwear they produce is vital to those with Lymphoedema and other ailments that necessitate extreme fittings and easy openings. We are proud that Cosyfeet have always supported the SSF as Associate Members and usually sponsor a copy of our
newsletter too, so with fingers and toes crossed we are hoping this latest news will not deter from our longstanding relationship, as it has always been a pleasure to promote the Cosyfeet brand.
David Price, owner and founder of the well known footwear brands Cosyfeet and Walktall, has sold the parent company Foot Shop Ltd, for an undisclosed sum, to its current Executive Board. The new owners do not predict major changes in the direction of the business, and state that the company will continue to operate as before from its base in the country village of Street, in Somerset, which has long been associated with the shoe industry.
The Executive Board members who have bought the company include Andrew Peirce, Managing Director and Cosyfeet Brand Director, Jackie Bemmer, Finance Director, Jim Lockyer, Walktall Brand Director and Web Director and Nick Brine, Operations Director. Together they have over 30 years combined experience working with the company and have an excellent understanding of its products and markets. They intend to uphold the companys core values of excellent product and first class customer service.
We are delighted & excited about the future, says Managing Director, Andrew Peirce. The Company is a good one, made up of many excellent & committed people, and together we look forward to building an even stronger business in years to come.
Foot Shop Ltd has an annual turnover of £13 million. Cosyfeet has continued to grow steadily despite the difficult economic conditions, with turnover increasing by 16% over the last 3 years. The Cosyfeet brand leads the UK market in the development and supply of extra roomy footwear for people with swollen or bandaged feet and ankles. Its products also include a range of own brand specialist socks, hosiery and foot care products. Demographic trends suggest that the elderly; Cosyfeets core target market, is a strong growth sector. Walktall, a more recent brand development by Foot Shop Ltd, is now well established and the business has
doubled in size over the last three years. It specialises in supplying mens shoes in sizes 12 to 19. (For editorial enquiries call Marianne Wilson on 07796 690326).
Congratulations to Moema Pimentel of Anatomic Gel on the
birth of her baby in April. Also to John Andrews and his wife Ruth of Footwear Today Magazine, on the birth of his beautiful first baby Florence Starr.
Members may remember that on Tuesday 17th May the Secretary visited London to talk to Stoke Newington, Hackney & Islington Older People Support Group. Approximately 30-40 people attended and everyone had a story to tell about their shoe buying experiences and problem feet. Organisers were pleased at the
participation and promised to make this an annual event.
Thank you to our member - Marcus Baker of Legero (see right) and Superfit. He has
informed us of his stockroom dates and has emailed all his customers with a copy of our
Press Release and Survey form brilliant, thanks Marcus! For more information about both
brands contact Marcus: +44 7775 995547 and Abi McIntosh +447899 900807
Stockrooms
GLASGOW 24th & 25th August, ABERDEEN 2nd September, WETHERBY 7th September,
MANCHESTER 8th September & 12th September, GATWICK - Holiday Inn, 11th - 13th
September, CARDIFF - Mercure Holland House 14th September, STONE 20th September,
HUNTINGDON - George Hotel, 27th & 28th September 2011.
COURSE APPLICATION FORM
Please complete in block capitals and in full.
You are covered by Data Protection this is for SSF records only.
Which course are you booking? (please circle) 10 MONTH 5 MONTH DELUXE
Please note: Courses are sent Recorded Delivery and will need to be signed for.
Which address would you like to use?: HOME OR BUSINESS (please circle)
TITLE: MR / MRS / MISS / MS (please circle)
FULL NAME: ........................................................................................................................................
HOME ADDRESS: ..
POSTCODE: . .............
HOME TEL. NO: E-MAIL: .
BUSINESS NAME: ..
BUSINESS ADDRESS: .
POSTCODE: .. .
WORK TEL. NO: E-MAIL: .. ..
WEBSITE ADDRESS: ...
Age Group: 17-25 26-40 41-50 51+ (please circle)
How did you hear of the Society? .. ...
How long have you been in the retail trade?
What footwear do you sell?: MENS / WOMENS / CHILDRENS / BESPOKE / ORTHOPAEDIC
Are you a member of the following?: B.F.A. / I.F.R.A. / M.S.A. (please circle)
What training have you received to date?: ..
What gauges do you use?: .
Which shoe trade magazines do you read? ..
Which footwear trade shows do you attend? . ..
Are you or your employer paying for this course? ...
Do you need extra support for any reason (i.e. dyslexia), or have other information that will
assist your Tutor to help you through your coursework?
(Please continue overleaf if you have any information you wish your tutor to know)
