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April/May 2011 33

new

s 150-year-oldretailer keepsthe new ideascoming ...

A pair of embroidered lady’s shoes,dating back to 1740, has been sold atBonhams as part of its Fine EnglishFurniture Sale.The final selling price was £5,560 – farhigher than its pre-sale estimate of £1-2,000. The shoes are made from embroideredyellow silk worked in chain stitch,depicing carnations, tuliips and otherflowers, with a broad silk lined tongueand a pointed toe.

On right footingin Worthing ...

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In safe Hands ...Page 7

News

CelebratingWestwood

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By Louise Cordell

HUDDERSFIELD retailer Shaw andHallas has been selling shoes to itslocal community for almost 150years. The family-owned firm has beenestablished in Huddersfield since1864 and is currently being run byits fifth generation. Vicky Devlin, managing director,said: “We’ve been going for a longtime and a big part of that is downto our loyal customers – I’m notsure we’d survive in another town. “We have also always kept the bestquality shoes in stock, even whentimes have been hard, and that haskept our profile high. “We’ve found that customers wantto buy the best, even when financesare tight, sometimes even more sothan at other times. “We also really focus on ourchildren’s shoe fitting service – thisis about 40 per cent of ourbusiness. Parents are always sopleased to find a store that offersthis, and especially one that has somuch experience and can offerhelpful advice.”The store is currently keeping ontop of its commitment to customerservice by running a questionnaireand prize draw for customers. They are being given the chance towin a free pair of shoes, inexchange for answering questionsand leaving comments on what theshop is doing right and what theycan do to improve. Vicky added: “We have had somewonderful comments about howmuch they appreciate our excellentservice and knowledgeable staff. “Most of our staff have been withus for a long time – one for over 40years – so they certainly know whatthey’re talking about. It puts a nicepositive buzz in the shop when staffcan see these comments coming inand it is also useful to get feedbackthat we can take on board and use

to keep improving.” The store has a core selection ofquality brands that are constantlypopular with customers, but alsoregularly brings in new names anddesigns to keep things fresh andto keep attracting new customers. Vicky added: “You can’t sit backand get complacent. “Even though we are doing well atthe moment, you have to keeplooking at new things and comingup with new ideas. It doesn’t takelong to let things slip and now wehave the sixth generation cominginto the store – my daughters havestarted working on Saturdays – wewould like to keep going for a longtime to come.”

Mr Shaw

Mr Hallas

Men care more for their shoesA NEW survey has revealed thatwhile women own far more pairsof shoes than men, it is men whodevote more time to the care andmaintenance of their footwear. The study, carried out by One Pollfor Cherry Blossom, found that72 per cent of men own eight

pairs of shoes or less, but 70 percent of women own between nineand 21 pairs. However, while 37per cent of men polled clean theirshoes at least once a week, only24 per cent of women did so, andover 30 per cent admitted thatthey had not cleaned or polished

any of their shoes for at least thelast six months. Men are also more loyal to shoecare brands than women,although both sexes putconvenience as the major factorwhen making a purchasingdecision.

Probeinto fishpedicuresTHE safety of fish pedicures isbeing investigated by health expertsafter concerns that the treatmentscould spread infection.

The popular spa sessions involveplacing the feet in tanks filled withGarra rufa fish that nibble awaydead skin.

However, the Health ProtectionAgency is now concerned that thiscould spread disease from personto person.

An HPA spokesperson said: “TheHealth Protection Agency andHealth Protection Scotland arecurrently unaware of any cases ofinfection associated with the use offish spas pedicures in the UK.

“Based on theoretical evidence andexpert opinion, the HPA deems therisk of catching an infection from aGarra rufa fish foot spa to be verysmall.

“However, following a number ofenquiries to the HPA from localenvironmental health officers, theHPA, Health Protection Scotland and the Health and SafetyLaboratory are currently examiningthe most up to date evidence and will publish practical advice to help both salons and the public to minimise any possible risk in due course.”

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4 April/May 2011 News

AN INDEPENDENT retailer in Worthinghas found success holding seasonalopen days to keep customers up-to-datewith their latest collections.

Lisa Nye has run family business TheFootings for seven years and has builtup a loyal customer base by specialisingin a wide range of comfort shoes.

She said: “We try to provide somethingfor everyone and we are now at thepoint where we can offer seven differentwidth fittings – which is not somethingmany shops can do.

“People tend to be very relieved whenthey track us down, because we areable to spend a lot of time with thosewith problem feet and find the shoesthat are right for them.”

Lisa had held a few open days in thepast, first when the shop was launchedand then again when they moved to newpremises.

However, following a series of shopclosures in the town, she hit on the ideaof a change of season event to attractpeople to the town centre, let peopleknow about new products and to getthem excited about shopping at thestore.

She ran adverts in the local paper, gaveout invitations and money off vouchersand provided wine, beers and soft drinksto customers who came in.

She added: “I really wanted to put on anevent that would make a splash in thetown and give people something tocelebrate.

“We put on a surprise dip, where guestswho purchased something got to pick anenvelope with the opportunity to winprizes.

“Among other things, we had six pairs ofshoes to give away and wheneversomeone won we broke out a bottle ofsparkling wine – so there was a greatcelebratory atmosphere.”

Every visitor was given a goody bag fullof sweets, pens, shoe horns and freesocks and some of the shop assistantsalso went out around the town, handingout gifts and vouchers to make surelocal people knew about the shop andits products.

Lisa added: “It was a really good dayand we sold lots of stock - and on top ofthat, hopefully people will remember theexperience and think of us the next timethey need to buy shoes.

“We will definitely carry on putting onthe open days. The aim is to have themin March and September in order toshow off the new season’s collectionsand also to drum up interest in thetraditionally quieter months.

“It has really worked for us so far andhopefully that will continue.”

Lisa keeps things on theright footing in Worthing

Above: The Footings and, below, A customer winning a free pairof shoes.

PADDERS were delighted to be voted 'BestMen's Brand' for the fifth year running at theIFRA awards dinner in February at The HiltonMetropole Hotel, NEC Birmingham. Padders werealso nominated for the 'Best Ladies Brand','Best Customer Service' and 'Best ComfortBrand' categories. The awards are presented bythe Independent Footwear Retailers Associationand voted for by IFRA members.

Former IFRA president Helen Hook presentingthe award to Mike Rowe, Padders MD

Padders’ delight at award success

Reviving UK footwear manufacturingLUXURY footwear brandCocorose London is doing its bitto bring manufacturing back tothe UK with the launch of itsLuxury Heritage collection.

The company is passionate abouthelping to revive UK footwearmanufacturing and so, over thepast eight months, has beenworking closely with the BritishFootwear Association and atraditional, family-run footwearmanufacturer in Northampton toproduce a range of handcraftedballerina pumps. The shoes aremade using fine leather andhave been designed using thecomfort technology and customcontouring memory foam fromspecialists Poron.

A spokesperson said: “The

collection was launched at PureLondon and received extremelypositive feedback from buyers,which strengthened our belief in

the underlying trend that buyersand consumers are looking forBritish designed and British madeproducts.”

Brand celebrates with spring marketing pushVAN DAL has launched a springmarketing push to help thebrand celebrate its 75thanniversary. A TV advertising campaignfeaturing Mariella Frostrup will run throughout April,highlighting key styles andfocussing on the brand’s

Norwich history. The company is also set toreward trade partners, offeringshop staff the chance to win aprize package worth up to£75,000, including holidays tothe Maldives and Barbados,weekend spa breaks andconcert tickets.

Finally, thebrand ispromoting itsVan DalVintagecollection – apremiumrange which draws directly fromstyles first seen in 1957.

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6 April/May 2011 News

Winner Loretta Glendinning pictured between runners up Tabitha Duffield and JoWeston, with judges Antoine Delapierre, left and Ian Cartwright, right.

Shoe designaffects childdevelopmentA NEW research study fromfootwear brand Stride Rite hasrevealed how shoe design affectschild development.

The results show how theconstruction of a shoe can affectgait, stability and plantar loadingthroughout different stages oflearning to walk.

The study was conducted over a twoyear period in partnership with theTemple University School ofPodiatric Medicine and theCalifornia College of PodiatricMedicine.

Dr Paul Scherer, lead researcher,said: “The striking results of thisstudy shed light on the veryimportant but under-researchedtopic of child foot development.

“When we approached the research,the only available information onchild foot development was basedon opinions nearly 50-years-old.”

Its focus was to understand

children’s foot developmentmilestones in order to identify ifshoe flexibility should vary for eachdevelopment stage.

Researchers examined howdifferent characteristics of shoesaffected children’s gait patter,plantar pressures and stability whileperforming fuctional tasks throughan obstacle course – all whilewearing shoes of varying flexibility,and barefoot.

They found that children wearingproperly fitting, ultra flexible shoesexperienced fewer stumbles andfalls when learning to walk.

Sharon John, Stride Rite presidentsaid: “We will continue tocollaborate with expert pediatricpodiatrists and pediatricians tounderstand the complexities ofchildren's foot development andwork closely with them to achieveour goals of advancing children'sfootwear through leading-edgeinnovation.”

MEN’S footwear brand Base Londonhave announced the winner of their‘Brotherly Love’ competition, run forfootwear design students at DeMontfort University.

The brand had set the students thebrief to develop and design a rangeof commercially led footwear stylesaimed at the target markets forBase London and sister brand Fish‘n’ Chips.

The final collections were thenjudged by Base London’s MD IanCartwright, senior designer AntoineDelapierre and brand manager LizLawley.

The winning collection came fromLoretta Glendinning, who produced

a ‘Boardwalk Empire’ inspired rangefor Base London featuring broguing,buckles and fringing, and a vintagefisherman themed range for Fish ‘n’Chips, featuring moccasins, deckshoes and espadrilles.

Liz Lawley said: “There was a reallyhigh standard of work in this year’sproject.

“There is a clear amount of talenton display within this group and itpromises to be a bright future forthe British footwear industry.

“We take great pleasure insupporting such a bright selectionof students – we feel it is importantto encourage the development ofthe future of our industry.”

Loretta’s collectionproves a winner

An exhibition of Vivienne Westwood’sshoes is set to appear at The BowesMuseum as part of a worldwide tour taking in New York, China and Japan.The show has been put together to celebrate the ingenuity and creativity ofthe British fashion designer, displayingover 40 years worth of her creations. Designs on show will include the SuperElevated Gillie (pictured) in which supermodel Naomi Campbell famouslytook a catwalk tumble in 1993.

24-hour footwearchannel launched

THE British Footwear Associationhas released new plans to supportthe industry throughout 2011.

Richard Kottler, BFA CEO, said: “Atthe last BFA board meeting, thedirectors – who represent the fullexpanse of the UK footwearindustry – were adamant that thisyear we must give every level ofsupport we can.

“The action we will be taking willnot be the silver bullet that willneutralise rising inflation, growingunemployment and increased taxburdens, but will also help ourmembers.”

The BFA:� Has frozen membership fees forthe year.

� Will continue to fund the BFAFoundation Course in Footwear

Technology and build on itssuccess.

� Will continue to offer matchedfunding for any member companywanting to train staff – either usingexternal or internal resources.

� Will actively look at ways in whichit can support the exporting effortsof our companies. Further plans forthis will be put in place once thelevel of government funding foroverseas exhibitions is known.

� Will maintain the momentum onencouraging the making of morefootwear in British factories.

Richard added: “We are alwaysactively researching ways ofproviding even more positivesupport for our industry and if youhave any suggestions we will bepleased to consider them.”

Association unveilsnew plans tosupport industry

PAVERS Shoes has announced it islaunching the world’s first ever 24hour TV footwear shopping channelto boost sales and brandawareness.

PaversShoes.tv will launch on 6April on Sky channel 659 andconsumers will be able to buy1,000 different shoe brands.

If the new project goes well, thecompany is expecting to take up upto 20 more employees to cope withdemand, which will bring total staffnationally to 820.

The company forecasts it willincrease total sales by 20 per cent,adding about £10m to Paver’s

annual turnover.

Stuart Paver, Pavers MD, said: “Wehave been successfully sellingPavers footwear via several popularshopping channels for many years,so creating our own channel andhaving complete control overprogramme content seemed like anatural next step.

“Pavers has always prided itself onbeing an innovative retailer – beingone of the first footwear specialiststo offer size two shoes and a varietyof width fittings – and the creationof the world’s first channeldedicated entirely to selling shoesfosters this ethos.”

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News April/May 2011 7

Shoe brandfirm acquireskids’ retailerBy Louise Cordell

THE parent company of children’sshoe brand Start-rite has acquiredkids’ footwear retailer One SmallStep One Giant Leap.

James Southall and Companydecided to purchase the retail chainas part of its ongoing businessstrategy – focussing on extendingdistribution channels and routes tomarket, both nationally andinternationally.

The move will see the company gain100 per cent ownership of theshares in OSSOGL, which has eightstores and six concessions,including one in luxury storeHarrods, and stocks a variety ofchildren’s footwear brands,including their own brand Start-rite.

Peter Lamble, James Southall andCompany’s chairman and Start-riteMD, said: “We see this acquisitionas a positive move for both partiesinvolved and are extremely excitedabout the opportunities it brings.

“The acquisition sees thesuccessful bringing together of twocompanies with complementary

strengths, with James Southall andCompany holding strong logistic,digital, product and processcapabilities and OSSOGL holdingthe retail and buying experiencerequired to ensurer continued outletsuccess.

“The purchase of One Small StepOne Giant Leap offers our companyan efficient way to add a high streetpresence to the existing wholesaleand e-commerce arms of thebusiness and will enhance ourmulti-channel UK proposition.

“The move will also extend thereach of our Start-rite brand, withthe One Small Step One Giant Leapnetwork of retail outlets placed in ahighly lucrative market for Start-rite,with department store concessionsbeing a strong route to market forour key brand.”

There are currently no plans inplace to make changes to either theoperational or resourcing sides ofthe One Small Step One Giant Leapbusiness and the retail outlets willcontinue to be run as multi-brandoutlets – leaving current suppliersunaffected.

A SHOE shop that has beenestablished for over 40 years hasnow been named Retailer of the Year2011 by the Independent FootwearRetailers Association. JB Hand Footfitters was taken overby current owners Peter and DianaElliot in 1997 and they startedspecialising in children’s footwear in1999 – becoming Clarks’ secondlargest specialist independent storein the UK. They put their success down to theirmany referrals and recommendationsfrom satisfied customers, whoappreciate the emphasis placed on

quality and fit, rather than the storebeing sales driven. Peter said: “What we have achievedis down to our loyal, long-servingstaff, as well as the fact that weoffer the expert, hands-on fittingservice that parents expect forhealthy growing feet – somethingthat can never be achieved over theinternet. “We are quite unique in our positionoutside Stockport town centre andcustomers are prepared to travel tofind us because they know we striveto offer just that little bit more.”

Shop steps up to the mark

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8 April/May 2010/11

Social media can provide many opportunities for independent retailers – the chance to engage potentialcustomers, build brand awareness and receive valuablefeedback. However, it also presents unique challengesand it is essential to be selective about which platformsare right for each business and its customer base. OOAL has spoken to three retailers to find out whatworks for them and their top tips for other companiesplanning to get involved.

How a luxurybrand embracessocial mediaJULIA Grinham and her sister Katyare the brains behind Upper Street– the bespoke luxury shoe labelwhere customers can create theirown unique designs and have themmade to order.

Communication is key for theirsocial media strategy, helping themget essential customer feedbackand they grow and develop thebrand.

Julia said: “We currently useFacebook and Twitter and we arereally trying to expand that wholearea of our company. It is hard tomeasure the impact it hasscientifically, but it definitely buildsrelationships and helps peopleengage with the brand.

“Facebook is probably the biggestdriver of people to our website andwe also use it for other things – likea ‘Customer Design of the Week’page – giving people a chance toshare their creations.”

The brand now hopes to useFacebook to get more feedbackfrom customers on their productdevelopment plans - for examplethe launch of a new ballet flatdesign due in September.

This will involve creating a ‘DesignLab’ page where sketches of newideas can be posted and fans canleave their comments and ideas.

Julia added: “One difficulty we havefound is experimenting with howmuch you can embrace socialnetworking when you are a highend, luxury brand – we wonderedwhat language to use, what to talkabout and how.

“But we have learned that the mostimportant thing we can do iscommunicate in the way thecustomer wants us to.

“They respond best when we areourselves – they like to connectwith the real people behind thebrand. We can maintain our luxuryimage with our products, our pricepoint and our images and still befriendly and open with ourcustomers.

“But it can be tricky and it will beinteresting to see what happenswith other high end brands over thenext few years – because you can’tnot embrace social networking – itis just a question of how you do it.”

Upper Street is now looking intohow they can move into using moreimages and video to promote theirbrand, using platforms like YouTubeand Flikr.

Julia added: “I think these could bereally useful for us – our productand process lends itself really wellto the video medium – so it is avery exciting time.”

Katy, left, and Julia Grinham

CUSTARD Designs sells ladies’fashion accessories and was set up by Kirstie Manning four yearsago.

She has found that social mediacan be a great marketing tool forsmall companies as well as aninvaluable source of advice andsupport from fellow entrepreneurs.

Kirstie said: “I have found thatTwitter and Facebook are greatways for smaller businesses topublicise themselves.

“I think they are much better thanstandard advertising – especially ifyou have a limited budget.

“We use them to publicise sales,run competitions and to providediscounts for our followers, and thisin particular has been verysuccessful for us – we see amarked increase in sales.

“It never fails to amaze me howhelpful they are – I have met peoplethrough Twitter that I now work with,for example my productphotographer.

“Also, with the stress and strain ofrunning a small business, it is agreat place to get support andadvice from others in the sameposition.”

Kirstie has found that while keepingvarious sites updated can be timeconsuming, she can adapt herusage – for example by updatingTwitter when she has just a fewminutes to spare and usingFacebook for longer and moresubstantial posts.

She added: “I think that thecompanies that do well in socialmarketing are those that don’t justuse it to promote themselves, butthey use it for the social element aswell – getting to know thecommunity and showing the peoplebehind the company.

“Facebook is great for companypromotion, Twitter for personalconnections and LinkedIn forprofessional networking – there isan option available for anything youwant to do.”

Socialelementpays offfor Kirstie

Social media:special report

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Patrioticjourney

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Features

Show round-up Page 12

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Features April/May 2011 9

LIZZIE Leary and Beth Widdowsonstarted footwear e-tailer KindredSole after graduating from DeMontfort University in 2009. The pair made good use of freeonline marketing sources togenerate business during their start-up phase and have built up afollowing on social networking sitesto create a potential customerdatabase. Lizzie said: “We have been tradingworldwide since we started and nowaround a third of our customers areinternational and that is reflected inour social media. “We have found Twitter is moreopinionated and people there feelmore free to comment – I think thisis because Twitter followers are notnecessarily friends, but workcolleagues and other industrycontacts. “On Facebook people are morereserved and tend to comment onour posts rather than startingconversations themselves andmaking suggestions. “We like to keep both up to date as

they target different types ofcustomer.”Kindred Sole uses both platforms toadvertise its sales, promotions andcompetitions as well as giving bothcustomers and potential customersregular opportunities to share theiropinions. Lizzie added: “All of this gets agreat response.“I think offering followers somethingextra really helps to create thesense of community that you arelooking for.“Consumers also like having a voice and this means they come to us rather than another similarsite. “The feedback is also valuable tous and we can use it to help usmake our buying decisions.”Lizzie has found that social mediaworks better for their company thantraditional advertising as it can bespecifically targeted and helps toprovide measurable feedback. However, there are also downsides,including finding the time to

constantly monitor and update sitesin order to keep them fresh andappealing to new contacts. She added: “Social media is notnecessarily a quick or direct returnon investment – but in the longerterm it is definitely time well spent.

“I think it can be beneficial to bricksand mortar stores too, providingthey focus on what is appropriatefor them – like building arelationship with their localcommunity, which can be just asvaluable.”

Networking is time well spent

RETAIL is changing. In today’smarket, customers are savvier andmore demanding than ever beforethanks to the onset of onlineshopping and social media, howeverit’s not all doom and gloom for thetraditional British high street.Used wisely, internet marketing cansignificantly help independentretailers and boutiques to transformtheir business, boost brandawareness and drive sales. The key is to carefully consider howyou are going to use it andunderstand that once you build anonline presence, you need tomaintain it and keep it going inorder for it to be effective.

Create and maintain a website:Even if you’re not planning onselling shoes online, having awebsite really does provide you witha solid online foundation to workwith. You can use it to help promote yourshop and latest stock, providecustomers with contact details andeven your latest news. Make sure that it looks good, iseasy to navigate and crucially that itprovides the key information thatpeople will be looking for. Keep your website at the heart ofyour online action, making sure thatit’s continually updated.

Use social media:The importance of social media toretailers should not be

underestimated. Large or small, budget to high-end,all retailers can really benefit fromusing social media wisely soembrace the opportunities and geton board. Register your shop on popularnetworking sites such as Facebook,Twitter, LinkedIn and YouTube. Link them to your website, usethem on a regular basis andinteract with people! Use social media to provideincentives to new customers,promote new stock, providepromotional offers or reward yourloyal customers. Be friendly, engage with people,share information and ask forcomments and feedback. Make people feel like they’re a partof the action. Also, don’t just think social mediais for young people either – mostFacebook users for example, areover 25.

Maximising social media: Create a Facebook page, these cannow be quite sophisticated pageswith video and booking forms.Create a Linked in Page (Linkedencourages the use of companyprofiles where individual productsand services can be featured andcan include offers, coupons, videoand images.)Create a group within Facebook orLinkedIn.Target local people in your target

demographic on Facebook andLinkedIn so that your advertising isspot on. Make sure that your regular websitehas social media links out to yoursocial media sites.Make sure that you have set theprivacy settings as open aspossible so everyone can view yoursocial media profiles.Don’t use your personal socialmedia accounts, make sure thatyou have a professional businessspecific account.Create a Facebook Location anduse QR Codes so that visitors can‘Check in at your store’ and getspecial offers.Twitter and e-mail can be great forshort term offers and the likes ofASOS use this very effectively. Forexample, if you know that tomorrow

is going to be bad weather, and ifbad weather depresses your sales,use this to send short one daydated offers to your customers.For more information visit:www.wsiyorkshire.co.uk.

As the British high street continues to feel the impact of the recession, the internet can be a valuable tool tohelp retailers face the challenging times ahead. Online social media in particular can increase sales and improvebrand loyalty – but getting started can be a daunting step. Steve Harvey Franklin, internet marketing guru andowner of WSI Yorkshire, provides some expert advice on how independent footwear retailers can find success.

FOOTWEAR retailer Schuh isbranching out into another salesstrategy by launching atransactional iOS app. The app has been created in-house and will give shoppers heability to buy product on theiriPhone, and also to check realtime stock at their local branch,track order, find stores, accesshelp and read reviews. The retailer is also planning onlaunching a mobile optimisedwebsite later in the year, whichwill detect what handset the

custmer is using and deliver asite tailored to that device. Sean McKee, head of e-commerce, said: “We havefurther exciting plans fordeveloping our mobile offer in2011 and see progress in thisarea as relevant to both our corecustomer demographic and ouroverall efforts to extendcustomer choice.“We have no doubt plenty tolearn from this initial effort andlook forward to hearing what ourcustomers think of our app.”

Schuh launches app strategy

Steve Harvey Franklin

Stepping into world of social media

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10 April/May 2011 Features

Out on a Limb cover storyEditor’scomment

RETAILERS thinking they canrelax after a busy season ofvisiting shows and orderingstock can think again!

Now is the perfect time tostart expanding your compa-ny’s fan base, increasing thenumber of customers whothink you’re great and willmake sure all their friendsknow it too.

One of the best way to do thisis online social marketing –Facebook, Twitter, LinkedIn –the possibilities are endless.

It might seem daunting atfirst, but we have it on goodauthority that once you’vetaken the plunge, you’ll nevergo back.

Take a look at this issue’ssocial marketing feature foradvice from the experts andto hear other retailer’s suc-cess stories (and words ofwarning!)

If you need more inspirationturn to our special feature onGreen Shoes – a company cel-ebrating its 30th birthdaythanks to a loyal customerbase, or our Retail Review ofThe Elves and the Shoemaker– winners of a major retailingaward just two years afteropening.

In the meantime, get youronline adventures off to agood start by visiting us atwww.twitter.com/OOALmagazine and letting us know yourplans for the summer.

We look forward to hearingfrom you!

Louise CordellEditor

Perfecttime tomakefriends ..

LEGERO Schuhfabrik has itsheadquarters in Graz, Austria.

Founded in Vienna in 1872 by atraditional master shoemaker duringthe Habsburg period, the companybecame a private limited companyin 1954.

The company has expanded furthersince then, and it now has over1,000 employees around the world,producing 3.7m pairs per year.

Legero develops shoes that alloweveryone to move lightly,comfortably and with functionalprotection. Legero is the casualfunctional shoe with modern,innovative design anduncompromising lightweightconstruction.

Legero aims to win people’s heartsthrough their customers’ feet.

The slogan ‘My feet’s favouriteshoes’ is areflection of thebrand’sphilosophy andthe company’sambition to bethe preferredcasual shoebrand for everyoccasion.

Legero are a

licensed partner of W L Gore andSons and the entire AW11collection has the Gore-Texmembrane which guarantees thatthe products are 100 per centwaterproof and breathable.

For AW11, the Legero collectionfocuses on keeping you protectedfrom the harsh winter elements.

Outside frosty and cold –inside nice and toast The warm inner lining of the newLegero models are combined withGore-Tex to keep feet dry and cosy.

Full grip youcan count on.Legeropresents thenew Ice Grip It’s like havingsnow chainsunder your feet.

Ice Grip – thespecial soleproven toofferoptimal

frictionalresistance won’t slip and slide evenon extremely slippery surfaces.

Ice Grip hangs on tight. It offerswearers what all-wheel drive offersto drivers: safety without having tosacrifice comfort. 100 per centwinterproof.

S, M or L? The only bootoffering three calf widths

Regardless of the shoe size, thecalf width of the new Legero Libertyand Trekking styles can be adjusted

individually.

So it offers the right width for everyleg, plus a very fashionable lookand a high calf that wraps elegantlyaround the leg. An elegant solutionfor an elegant look.

All styles are offered in Englishsizing from 31/

2 to 9 and can beordered in free sizes withoutminimum order quantities, pricesare fixed in sterling for the UK.

More details can be found atwww.legero.at.

The UK sales contact is MarcusBaker MSSF, who can be

contacted on 07775 995547 or bye-mail: marcus.baker@legero.at

Aiming to win people’shearts through theircustomers’ feet

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Features April/May 2011 11

THE Green Shoes team has beendesigning and hand-making shoesand accessories at their Devonworkshop for 30 years.

They offer styles for men, womenand children, in leather, eco-tan andvegan ranges and customers canchoose their own bespoke foot andleg width fittings for a comfortablefit every time.

The company also offers a fullresole and repair service, whichmeans that their shoes are rarelythrown away and instead are wornand enjoyed for many years.

Alison Hastie, company founder anddirector, said: “When we started outin 1981 we were very idealistic.

“It was before foot-shaped shoeswere easily available, and we alsoliked the idea of handmaking themourselves – it was about developingskills and taking pride in our work.

“There was a ‘have-a-go’atmosphere at the time – it wasduring another recession so therewas a sense that you needed totake risks and hopefully more youngpeople will be doing the same thingnow.

“We wanted to focus on comfortand that is what keeps peoplecoming back.

“Although the industry tries to putpeople into standard sizes, thereare still a lot of people who havedifferent sized feet, wider ornarrower than the standard, andthey struggle enormously – but wecan help.”

To celebrate its birthday, the brandwill be launching a vintage range offootwear and accessories, includingrecreations of some of its originalhand-sewn styles.

This year has also seen a range ofcollaborations, including one withethical fashion designer Lu Flux whouses traditional craft techniquesand is inspired by British folklore.

Alison added: “We have always keptto what we do well, and it is comingback into fashion now – it has comefull circle and our customers feelthat they are discovering it for thefirst time.

“We are a small company, but wehave a profile because we havebeen around for such a long time.

“I think that it impresses people –longevity is rare in the fashionworld, especially if you are stickingto one thing rather than changing tokeep up with the trends.

“People also like the fact that theycan build up a relationship with us –

it is rare to get that continuity andto be remembered, so customerslike it when it is there.

“We have made shoes for childrenwho have now grown up and arebringing their own children to us forfittings – in a small way, we are apart of their family history and wetake great pride in that.”

The brand has found that itsresoling option is getting more andmore interest and that customerswould rather buy fewer pairs of highquality shoes rather than more,cheaper versions.

Alison hopes to see a move backtowards UK manufacturing tosupport this trend, but points outthat raising money for the rawmaterials and capital costs can bevery difficult.

In future the brand would like totrain up more people, when fundingbecomes available, in order to helpbuild awareness of the essentialhand skills trades.

Alison added: “I think that peopleare becoming more aware of theethical implications of their choicesand the acute sense of overproduction that we are all facing.

“Conspicuous consumerism doesn’tsit so easily nowadays and people want to make more ethicalchoices.

“We get lots of customers who willsave up for our shoes – at the endof the day, we can make choicesabout how we spend our money andpeople respond to quality.”

Alison Hastie

Ethical production is at the heart of the Green Shoes company in Devon and its eco-comfort philosophy means buyers soon become customers for life. The brandcelebrates its 30th birthday this year and OOAL talks to founder Alison Hastie aboutcelebrating survival and success.

Going vintage tomark birthday

11 13/4/11 15:07 Page 1

12 April/May 2011 Features

OVER 80 per cent of visitors to theDüsseldorf shoe fairs GDS and Global Shoeswere happy with the shows’ new weekdayformat. The two trade fairs ran from Wednesday 16to Friday 18 March and it has now beenconfirmed that the events will also take placeon these weekdays in the future. Kirstin Deutelmoser, director of GDS andGlobal Shoes, said: “82 per cent of visitorswere satisfied with the new sequence ofdays, thereby subscribing to our newconcept. We have achieved our aim – moredecision makers than before have attendedthe trade fairs and I have received verypositive feedback on the number ofinternational visitors.“Moreover, many retailers returned that hadnot visited us for an extended period.” Despite this response however, overall showattendance was down by 15 per cent.Organisers attributed this to the fact thatfewer owners of small shoe stores and salesassistants visited, who traditionally attend ona Sunday. The new online concept for the show wentdown well with visitors and exhibitors – overthe three days of the trade fair an onlineteam posted tweets in real time andinformation and images on Facebook. The GDS website was also updated everyhour featuring photos and videos of the fair.Professor Rolf Konrad, spokesman of theMephisto Board, said: “I was positivelyimpressed with the internet lounge and theTwitter wall. This is precisely what peopleneed today. Thanks to our stand being closeto the online area we even registered moretraffic at the stand because visitors wereattracted.” This year for the first time joint awards werealso presented as part of GDS. The new ‘Shoe Woman of the Year’ awardwas presented to TV presenter FraukeLudowig and the winner of the German ShoeAward 2011 was the company Berkemannfrom Zeulenroda.Finally, the HDS Junior Award went toKaroline Angné, Karin Davis, Sophie Hetzeland Valerie Porr – all students atKaiserslautern University.Ralph Rieker, Ricosta CEO and member ofthe GDS Advisory Council, said: “The Awardhas existed for some time already, but thistime it has been greatly enhanced also bythe new category “Shoe Woman/Man of theYear and GDS is the perfect place for thisaward presentation.”

New formatproves a hit

THE aim of this season’s ModaFootwear was to send out apositive message to the UKfootwear industry.

Organisers reported an increasein attendance on both theSunday and Monday of the show,and both established exhibitorsand new brands reportedpositive reactions to their newseason’s product.

The show, which took place atthe NEC, welcomed first timeexhibitors including Iron Fist,Deakins, Original Penguin,Bamboo A, Keds, Po-Zu andWedgeWelly.

They appeared alongsideregulars like Hush Puppies, CAT,Fly London, United Nude, Tommy

Hilfiger, Lelli Kelly and Mephisto.

US label Skechers, whichreturned to Moda Footwear thisseason after an absence of twoyears, was particularly pleasedwith the event.

Peter Youell, UK and Ireland MD,said: “Having been away fromthe show for a few seasons itwas great to see how many newnames are now taking part inModa Footwear, and we had afantastic response to our newfall line.”

The show also attractedindependent retailers fromacross the UK and Irelandincluding Edwards ofManchester, Plum Soles inDerby, Psyche in Middlesbrough,

Oi Polloi in Manchester andBishops of Coleraine, as well asnational accounts includingFenwick, Urban Outfitters andJones Bootmaker.

Sean O’Connor, Moda Footwearevent director, said: “Thefeedback from the show hasbeen excellent across allcategories, with both regularexhibitors and new brandsreporting healthy orders fromhigh quality buyers.

“With a high number of newbrand showing this season wehad the most exciting line up todate and the variety of brandsand visitors served to underlineour position as a key event forall areas of the footwearindustry.”

Sending out a positive message ...

More internationalguests head for PureTHIS season’s re-designed Pure has announced itsmost successful show yet, reporting a 22 per centincrease in visitor numbers compared to February2010.

Figures also showed a rise of 12 per cent ininternational guests with more buyers from Europeand as far afield as Hong Kong, Australia, Japanand the USA.

This year, Pure London at Olympia housed thebiggest selection of footwear and premium brandsto date, while Pure Spirit moved into Earl’s Court,offering a dedicated young fashion event.

Steve Newbold, Pure MD, said: “The launch ofSpirit has been well received by the industry – it isthe first time Pure has had a dedicated youngfashion event. Vintage buses between Olympia andEarls Court worked incredibly well with strongcrossover of buyers between the two shows.

“Co-locating with Pure Spirit for the first time wasthe dedicated menswear show Stitch whichattracted many key retailers from the menswearindustry. With so much on offer between the twovenues buyers who came to the show stayed forlonger, visiting for a second or even third day.”

UK buyers that attended included Fenwick, Harrods,House of Fraser, Debenhams and Net a Porter,alongside key independents like Ark, Republic andChoice. They were able to view catwalk shows andfashion advice from the world of TV, online and highstreet retailing and attend seminars on topics suchas buying advice and future trends from guestspeakers including Jeff Banks, Eric Musgrave,Zandra Rhodes and Mark Heyes.

ISPO 2011 set a new recordin visitor numbers with anincrease of more than 25 percent on the previous year. Over 80,000 industryprofessionals attended from106 countries including Italy,Austria, Poland, Spain,Norway and the USA.

Klaus Dittrich, chairman ofMesse München GmbH, said:“Ispo has exceeded all ourexpectations. “In particular the sensationalincrease in visitor numbersproves the extraordinarysignificance of ispo in theinternational sports business.

“Thanks to these results ouroutlook for the future ispositive, a future in which we will network expertisefrom around the world all year long, and activelyendorse developments andtrends in the sportsbusiness.”

New record in visitor numbers for ISPO

12 11/4/11 12:19 Page 1

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14 11/4/11 12:44 Page 1

SARAH Watkinson-Yull started herjourney towards becoming a footweardesigner at Philip Green’s FashionRetail Academy – a place tailoredtowards helping students develop thefundamental skills needed in theretail industry.

She then went on to work for herfamily’s chemical export business, anunusual step, but one that allowedher to gain valuable experience of theimport and export process, as wellas fund a savings account ready tolaunch her own company.

She said: “It might not be the usualroute, but I wanted to save up to getmy business off the ground and Iwould advise any one else to do thesame thing if they want to make itwork.

“At the Academy I learned a lot aboutretail theory, but I had always wantedto work for myself in the fashionindustry and I knew that I was goodat designing and being creative.”

Now, at 21 years old, Sarah hasreleased her first collection thismonth through Yull.co.uk as well ascontinuing to keep up her studies asa business management student atWestminster University.

Her first collection has been createdusing classic shoe designs combinedwith bright colours and patterns. Sheadded: “I wanted to create wearableand timeless shoes that are hard tofind in the existing market – I likeclassic shoes and vibrant colours, soI wanted to combine the two.

“The brand is also very patriotic. Iwanted to represent ‘Britishness’ andbuild the range around Englishseasons’s and people need fordifferent footwear for our sportingand cultural events.”

Sarah is currently selling her shoesthrough her website and she is onthe lookout for new retailers to joinher current stockist in Guernsey.

She is also adding to her collection,including designing a special shoe for

the homeless charity Shelter that willbe sold over the Christmas period,with ten per cent of profits donatedto the cause.

Sarah added: “I want to be able toadd to my range whenever inspirationstrikes rather than sticking to a rigidspring/summer and autumn/winterschedule.

“I would like to keep a core collectionof shoes running long term so thatpeople can find them again if theylike them, rather than finding theyhave been discontinued – I have hadthis happen to me before and it’svery frustrating!

“My aim is to create the shoes that you want, but you can’t find.

“I have always found that some verysimple, classic styles, which should be easy to source,aren’t, because they don’t happen to be in fashion that season.

“It is important to me that mydesigns are easy to wear andtimeless – rather than beingsomething that is worn for oneseason and then discarded.”

Sarah’s shoes are made near Hong Kong, after she used herexperience in trading with China fromher previous job to track down afactory that would provide the lowminimum order quantities shewanted. The shoes are made usingmaterials including leathers, velvet,suede and canvas in order to fit inwith her brief to provide comfort andwearability.

“She added: “My plans now are tokeep growing and getting my shoesout there as much as I can.

“I want to stay focussed on Britishinspiration, as I have had a greatresponse from customers and I reallythink it has helped generate interestin my designs. I would also like toexpand into designing accessories,creating handbags to match thefootwear, so I can offer a full Yullpackage.”

Features Designer Spotlight April/May 2011 15

Sarah Watkinson-Yull has taken the practical route into shoe designing, studying fashion retail, gaining import and exportexperience and saving up company funds before taking the leap. She has now launched Yull Shoes – a patrioticcollection designed to embody ‘style over fashion’.

Patriotic journey ...

15 11/4/11 12:21 Page 1

16 April/May 2011 Retail Review Features

KATE Bouverie and Dani Palmariniopened The Elves and theShoemaker just two years ago, withno previous experience in thefootwear or retail industry.

They had been inspired to create astore that stocked the kinds ofshoes they wanted, but had troublefinding, for their own children.

The shop offers a professionalmeasuring and fitting service andsells a wide range of shoes frombrands including Geox, Lelli Kelly,Angulus, Primigi and Start-rite.

Kate said: “It was a completely newventure for us, but we wanted to setup a business together and wethought that children’s shoes weresomething that people would alwaysneed.

“As parents ourselves, we had alsooften been unable to find the styles

and quality we wanted, especiallyEuropean brands that we had seenabroad, but not been able to get inthe UK.

“We also wanted to create anenvironment that parents and kidswanted to come to – we wanted itto be an exciting and magical placefor them.”

The shop is located in the smallvillage of Wye in Kent which, while itkeeps costs down, means thatthere is not much passing trade.

This means Kate and Dani rely onword of mouth recommendations toattract new customers and onoffering the best service possible tokeep old customers coming back.

Kate added: “Every day we have atleast two comments from peopletelling us that now they have foundthe shop they are never going

anywhere else.

“We know that kids like coming tous because parents often havetrouble getting them to leave!

“There are plenty of toys to playwith and we are very relaxed –because we are both mothers weknow what it’s like to cope withchildren when out shopping.

“Parents get stressed out andapologetic but we can put them attheir ease – they breathe a sigh ofrelief when they get to us.”

The shop’s success has nowreceived another boost after winningthe ‘Best for Children’ category atthe Telegraph’s Best Small Shops inBritain Awards 2011 – acompetition aimed at finding thebest small, independent retailers onthe high street.

Shops were nominated bycustomers and the three with themost votes were then visited by ateam of judges who selected thewinner based on customer service,selection of shoes andenvironment.

Kate said: “It was great to win, butit was especially nice to benominated, because it shows thatour customers appreciate what weare doing.

“Providing the best customer

service is very important to us andwe think of it as one of the areaswhere we are outstanding.

“I think it is a big part of whypeople come to us – it is something that they don’t get inbigger shops.

“We can’t compete on price, but wecan on fitting and the fact that wehave time for our customers.”

The pair are now working onexpanding the shop’s offering, inorder to attract a wider customerbase.

They already sell a range of toys,gifts, cards and wrapping and haverecently introduced a smallcollection of ladies shoes, followingrequests from customers.

Kate added: “We want to beconstantly changing and developing.

“Our vision is to have another shopat some point, but we have toconsider the fact that we are somuch a part of our brand that itmight be difficult to recreate thingssomewhere else, we would have toapproach it carefully.

“We are passionate about ourbusiness and our products, and thatshows – so anyone we work with inthe future is going to have to feeljust the same.”

Children’s shoe shop The Elves and the Shoemaker has been crowned the winnerat the Telegraph’s Best Small Shops in Britain Awards 2011. Out On A Limb foundout what the store has been doing to help it stand out from the crowd.

Putting parents andchildren at their ease

‘There are plenty of toys to play with and we are very relaxed – because we are both mothers we know what it’s like to cope with children when out shopping’

16 11/4/11 12:20 Page 1

April/May 2011 17

product showcase product showcase Women’s spotlight

THE company that produces thefoldable, flat shoes designed to‘save the soles’ of ladies’ feet aftera big night out is expanding underits new ownership andmanagement. Tipsy Feet Ltd, based in Ware,Herts, has taken over the range ofshoes that slip into a handbag andrelieve tired feet after those stylishyet painful heels have been worn fora party or function.The Tipsyfeet product first appearedin 2007 and the company cameunder new ownership andmanagement in December 2010,recently launching its new,wholesale-only website. Five existing Tipsyfeet styles fromthe previous management havebeen upgraded for 2011, while tennew designs have joined theproduct roster. The Tipsyfeet come in a patented,colour co-ordinated pouch thatunfolds to become a shoulder bagin which the owner can carrydiscarded high heels and otherpersonal belongings. Mike Irving, the new proprietor ofTipsy Feet Ltd, said: “Tipsyfeet hasgreat branding and the product hasbuilt up a significant following duringthe past three years. The uniqueselling point is the patentedshoulder bag pouch that’s used tocarry the ladies’ discarded heels.”

Save the soles ...

REMY is a brand newheeled style for theautumn/winter 2011season from RocketDog. The platform sole ispaired with a slim heelto create a sleeksilhouette for this stylishstiletto. The brushed satincotton upper in gold is complemented withblack trim and a matching black fine bowdetail to the toe.Combining feminine styling and a delicate trimwith contrasting oversized tread on theplatform sole, Remy portrays a key influencefor the AW11 collection.Remy is also available in black brushed satincotton with black bow detail.

Stylish stiletto

The ‘Rosie’ boot fromsheepskin and leatherbrand, Dominion, is aversatile ankle bootfeaturing a genuinesheepskin upper with fold-over design and featurelacing detail at the back. The durable PVC sidestitched sole withfeminine profile creates anattractive silhouette andthe heat set and shapedheel stiffener reinforcesthe design in order for toretain shape. Rosie also featurescushioned removablesheepskin insoles and forAW11 isavailablein black,chocolate,chestnutand grey.

RAVEL has launched itsautumn/winter 2011 collection witha range of styles featuringsumptuous fabrics and distinctivedesign touches. The range includes court shoes withlace, stud and animal print detailingand brogue designs, whileplatforms, stilettos and chunkyheels also make an appearance. The collection also features flatswith finishing touches ranging frombows to brooch embellishments inbright colour ways and available inpatent, suede and leather. The brand’s boot range is casualwith knee high, calf length andankle options, low heels andmilitary, riding and biker trendinspiration.

Meanfeet boots aremade of quality leather,comfortable insoles andsturdy fittings.We offer a quality rangeat an affordable pricegiving the retailer aproduct that fits in withthe needs of today’sconsumers. Winter sales

for 2010/11 saw Meanfeet establish

itself in the marketplace selling out

of mostranges

throughre-order.

Design touches

Keeping onestep ahead

Page 18

Living and breathing comfort

Page 19

Product showcase

Stylish flip is eco-friendly

Page 20

17 11/4/11 12:36 Page 1

18 April/May 2011 Product showcase

product showcase Men’s trendsproduct showcase

BRITISH footwear brand Podunveiled its Authorised Service bootcollection at Moda in February, aspart of their most comprehensiveautumn/winter collection to date.

Influenced by the contemporarylumberjack-style trend, the ruggedboot line features earth-tonedwaxed and oiled full-grain leathers,

authentic tartan linings, naturalcontrast stitch lines and antique-finish brass eyelets.

Key styles across the range alsoincorporate next season’s essential,the heavy duty commando sole.

For more information e-mail: sales@aegisshoes.co.uk

or call: 01234 240 440

AUTUMN/winter 2011 is aprogressive season for BaseLondon and our sub brandcollections, with both now includinga more trend led selection of stylesthat incorporate strong use ofwintery materials and clearseasonal colour palettes.Base London takes on far more of afashion focus direction thanpreviously witnessed; while stillmaintaining the strong air ofcommerciality and versatility that isrequired by the modern day market. The casual collection updates theBase London ‘signature’ styles withthe implementation of originalleather finishes and colourways. However, as well as keeping thetraditional options, we haveincluded a variation of treatmentssuch as suedes and nubucks thatfreshen up the silhouette. Uplifting details are alsoincorporated into the designs;including flashes of colour andstitches to liven up the autumnalcolour palette.The formal collection provides the

versatility that is required by themarket.The current climate needs a shoethat is smart enough to be wornformally yet has an individuality toallow it to be worn outside the workplace. To achieve this, smart uppers arecombined with highly durable soleunits and again the use ofinnovative leather treatments areclear. Base London’s seasonal story is‘The Great Outdoors’ and the formalcollection aims to capture thiswithout losing its smart edge.The boot collection addresses thewintry requirements perfectly,providing warmth and durability. A strong fashion silhouette iscomplemented with vintage leatherfinishes and warming fur lineduppers. It is also interesting to note that theboot selection continues to becomea more prevalent part of the BaseLondon autumn winter collections,compared to that of a few yearsago.

Fish ‘n’ Chips is BaseLondon’s ‘quirky, youngerbrother’ brand, and this linealso take radical steps forthe season. For AW11 the brand is‘growing up’ slightly; theproduct’s fun ethos stillremains but the overallcollection has matured. A clear autumnal palettecolours the collection whilsttextile and leathercombination uppers are veryrelevant.The Fish ‘n’ Chips collectionalso has a strong fashioncasual silhouette, inspired bymusic and a fashionableyouth culture. For AW11 the product is alsotreated to a more warming anddurable overhaul. Chunky rubber soles and thick furlined or padded cuffed bootssupportthe

move towards outdoor leisuretrends of the season and otherareas of the collection incorporatecombination uppers displayingstrong use of felts, leathers andalternative textiles.

Men’s fashion footwear is having to become more original and eye-catching each season in order tocompete in a fast growing marketplace. This issue, OOAL hears from Mark Husted, sales and newbusiness development manager at Base London, on what his brand is doing to stay ahead.

Keeping one step ahead ...

AuthorisedService collectionunveiled

18 11/4/11 12:24 Page 1

Product showcase April/May 2011 19

product showcase Men’s trendsproduct showcase

THE Maipos, the flagship men’sshoe in a brand new comfort rangefrom Italian boot makers Lomer, isone that lives and breathescomfort. It has everything you would expectfrom a classic smart-casual men’sshoe. Boasting a hand-stitched Nubuckleather upper and available in arange of natural, earthy tones theMaipos is equally at home at workor play. Because it has beendesigned and built by Lomer, whounderstand that performance is animportant aspect of footweardesign, the Maipos includes adurable Vibram Tubava sole unit. The rubber and EVA constructionprovides a comfortable, supportiveexperience that allows you to be onyour feet all day.

With the idea that comfort is kingLomer have also selected atranspirable Cambrelle footbed,which helps to keep your feet cooland dry by wicking away excessmoisture before discomfort canoccur. The Maipos also deliversadditional value thanks to theinclusion of a water repellent,breathable Mertex liner. With the vagaries of the Britishweather this is of obvious benefitfor dealing with puddles, heavy rainand any other day-to-day challengesyou have to contend with.Weighing in at 700g for a pair of UK8s and available in a men’s size rollfrom UK 7 to 12 the Maipos has anRRP of £89.00.For further details visit: www.lomer.it,call: 01539 733842 or e-mail:lomer@dboutdoor.com

Living andbreathing comfort ...

MEN’S trainer brandBamboo A are celebratinga successful showseason with moreretailers than ever takingon the designer range. Designer Arjus Seth said:“The brand is veryprogressive – it has beenpopular in the Europeanmarket and now the UK isstarting to get involved. “This season’s shows have beenthe best we’ve ever had. Customerswho are buying into the brand don’twant the same old thing, they wantsomething cool and refreshing. “I think it can be hard for buyersthese days to find new brands thatprovide good quality shoes andoriginal styling. “Our designs also tie in perfectlywith current clothes fashions – wehave been working that into our newlifestyle shoots, showing peoplehow they can be worn, and they are

getting on the bandwagon.”

The brand now have a new designteam on board to develop the newspring/summer range with a brief ofcreating the ultimate hybrid shoes –commercial but still different towhat is currently on the market.

Arjun added: “It is a busy time forus, we have recreated our websiteand we have lots of new supplieson board, we now have suppliers in15 countries. It is time for us tostart pushing our advertising aswell – everything is in place and wejust want to get it out there.”

Customersdon’t wantthe sameold thing ...

19 11/4/11 12:27 Page 1

20 April/May 2011 Product showcase

product showcase Comfort/Performanceproduct showcase

CASUAL Flips from Sole are fastbecoming a champion product intheir range of orthopaedic footwear.The Sole Casual Flip is stylish andcomfortable and with the corkfootbed it’s eco-friendly too.As an environmentally friendly,renewable resource cork is the new,eco fashion material. The Casual Flip has a mouldablefootbed that allows 100 per cent ofyour foot to be supported.Sole's orthopaedic shape, supportsyour feet from heel to toe, preventsyour arches from collapsing, andallows your feet to flex naturally,

optimising natural motion. The Sole Casual Flip also features agender-specific ergonomic strapmade from hemp and other recycledmaterials.Unlike traditional flip-flops whichcause toe-scrunching and ashortened stride, the Sole CasualFlip gives complete support fromthe tips of your toes to your heels.The soles support your arches attheir optimal position, resulting inneutral alignment and balance.This allows for natural gait andhelps to maximise the shock-absorption and comfort.

Sole Casual Flips are available formen and women in an array of

colours priced £55.00 from:www.yoursole.co.uk

Eco-friendly flip proves stylish

PADDERS has introduced its newautumn/winter Tom G collectionfeaturing Daryl, Drew and Demi.Sophisticated leather pumps withan elegant wedge heel – theseshoes are supremely versatile andgo with everything from casual toclassic clothing.At a trade price of just £18.25

giving you an unbelievable retail ofonly £45; they have to be theperfect accessory this autumn.Isn’t it time you got feelgoodfeet?

For more information call PaddersSales on 01536 534999 or visit:

www.padders.co.uk

Isn’t it time you got feelgoodfeet?

Flips that are good for your feet ...SOLE was established in 2000, withthe launch of its first customfootbed, the Sole Softec Ultra. The company’s goal was to developa superior footbed, at a priceanyone could afford. Since then,they have introduced sevenadditional footbeds, performance-based socks, and a line-up oforthopaedic sandals. What setsSole footwear apart is themouldable, orthopaedic top layer. This layer is made with an EVAblend optimised to mould, whichadjusts to the feet over time. The shape of the high-density EVAmidsole then supports themouldable top layer and thisstructural support ensures that the

orthopaedic benefits are maintainedwhile the top layer is personalizedfor your feet. Studies have shown that flip-flopscan be bad for you if worn too often,for numerous reasons. However Sole’s Sport Flips countersome of the normal flip-flopproblems by holding your heel inplace with a deep heel cup,supporting the foot arch and usinga toe ridge to reduce the wearer’sneed to scrunch their toes.Like the footbeds, the Sport Flipsare good not only for preventativefoot care, but for actively healingsuch ailments as plantar fasciitis,due to the supportive shape of thetop layer and midsole.

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Product showcase April/May 2011 21

product showcase Kids’spotlightproduct showcase

LUXURY children’s footwear labelStep2wo has announced the launchof its flagship store in China. The boutique has been opened inthe Chaoyang District of Beijing and will cater for children fromnewborn to 16 years. Brands stock at the store includeDior and Baby Dior, Sinonetta,Cavalli, Gaultier, Little Marc Jacobsand Paul Smith, as well as theStep2wo own lable footwearcollection. Vanessa Bai, CEO of the Beijing ShiDai Bite Trading Company whichruns the Step2wo license in China,said: “We are committed to

providing our customers with, whatwe believe to be, the highest qualityand most exciting range ofchildren’s brands on the markettoday. “The Step2wo brand in the UK andIreland is synonymous with qualitythanks to their high profileconcessions in leading departmentstores and we are keen tocommunicate this quality to ourcustomers. “Our customers comprise mainly oflocals, many of whom have travelledextensively throughout Europe andare now familiar with the brands wecarry in our stores.”

Flagship China store for luxury label

Children’s footwear brand FunkyFeet have announced that, fromthis month, they will be producinga new size suitable for kids agedfive to seven. The shoes are hand-made in the UK, machine washableand feature non-slip suede soles. The brand’s new ‘Sausage Dog’style has already become one ofits most popular designs and the‘Sir Funkalot’ style is one of thebest selling ‘Little People’ range.

FOLLOWING on from the success of their Kina infantbooties, New Zealand footwear label Kina Collectionhave added a ballet slipper and an ankle boot to theirrange.

The ballet slippers are made from New Zealandlambskin and are held in place by elastic ribbon andthe Kahu ankle boots are fastened with easy wearvelcro.

New Zealand label addsballet slipper to range

GOLA’S new collection of back toschool footwear features a rangeof school shoe designs and sportyoptions, including Astro turf

trainers, all suitable for PElessons and after schoolactivities.

The collection features durable chunky sole units, high quality

leather and leather coated uppers,lace up options and velcrodesigns.

Detailing across the rangeincludes stitching, pepper potpunching, floral embellishments,heart feature panels and bows.

Durable and chunky back-to-school range

21 11/4/11 14:59 Page 1

acce

ssor

ies

22 April/May 2011

THE fashion accessory eventBoutique by Chic has announced itsmove to a brand new venue inManchester: Event City which isowned by and adjacent to theTrafford Centre.

Mark Greenhalgh, the event’sorganiser, said: “I have beenconstantly asked about thepossibilities of moving the Boutiqueshows to either London orManchester to provide a cool andfashionable destination for buyers toenjoy the whole experience of theirbuying trip, not just the event itself.

“When we heard rumours about the new venue, its size and ofcourse its incredible location it seemed that all our prayers

had been answered.

“Since booking the venue theresponse from exhibitors andvisitors has been extremely positiveto say the least.

“The main objective with ourBoutique by Chic shows has alwaysbeen to provide the most glamorousbuying experience possible and ofcourse provide the UK’s ultimateline up of directional fashionaccessory brands at every pricepoint which we personally selectfrom all over Europe and beyond.”

The Trafford Centre

Boutique moves to Manchester

THE July edition of Chic, the UK’sdedicated handbag, accessory andtravel goods fair, is moving to threenew halls at the Ricoh Arena inCoventry.

There is an exclusive entrance withparking close by and a luxuriousbar, restaurant and toilet facilities.

The line-up of brands features someof the biggest names in the industryplus many that do not exhibit at anyother UK show.

Chic is the only UK show createdexclusively for fashion accessoriesand travel gear where you can orderfor immediate delivery at the startof the selling season.

More than ever this has provedextremely successful helpingretailers buy precisely what theyneed by category for the seasonahead taking away the risksassociated with forward orderingand allows for regular re-ordersthroughout the season.

Attendance and value of ordersplaced at the January Chic showwere up on previous years accordingto many of the regular exhibitorsand it is hoped that this trend willcontinue.

Big nameshead forCoventry

CAMEL Active bags has launched its fivelatest bags series for the autumn.

All the new designs pick up on the themeof authenticity from the ‘Living History’collection.

The classic Journey has a rough look due to its washed nylon, the Mombasa shoulder bags have a simple leather look, while the Montreal bags are inspired by robust cycle courier bags.

The Boston series with functional outer bags focuses on the essentials, including a weekender,backpacks shoulder bags and belt bags and the Montana canvas series is inspired bymountaineering baggage.

Living history launch

The Mad Hatters' Show, in aid ofThe Children's Trust, is set to takeplace in May at the HurlinghamClub in London. This show gives UK-based millinersand designers the chance to showoff their latest creations.Milliners taking part in the eventinclude: Victoria Grant, Ziggi, GinaFoster, Emily London and James

Lock and Co, who will be featuringhats designed by Sylvia Fletcher.Also appearing will be Lock andRoll – a new collection of men'sfashion hats, DR Chapeaux withvintage hats collected worldwideby Dior and, Louis Mariette, theofficial milliner of the 2011Investec Derby at Epsom DownsRacecourse.

Boutique in moveto new venue

Page 22

Newbags

carryhistorytheme

Page 22

Accessories

Big names headfor Coventry

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22 11/4/11 12:32 Page 1

April/May 2011 23

busin

ess

+te

chno

logy

Cloud computing:the way forward

Page 23

Salestop£10m in first year

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Business andtechnology

By Ian Tomlinson,executive chairman, Cybertill

MANAGING busy footwear storesand all that goes with it can be afraught experience. Ordering stock, staff management,merchandising, marketing, the listjust seems to go on and on. On top of this there is managingyour EPoS system, doing data back-ups, loading software upgrades andeverything else that goes with it,and this in itself is a full-time job,and of course another cost incurred.This is why retailers should beputting their ‘feet in the clouds’. Cloud computing is the latesttechnology buzz word and it cansave businesses time and moneyand is especially suited to the retailenvironment. So what exactly is cloud computing? It refers to applications andsoftware, such as EPoS software,being hosted online rather thanbeing loaded locally on the tillpoints. So why are web-based (or cloud-based) EPoS systems such aperfect fit for footwear retailers? Firstly, they have a lower cost ofownership compared to deployingsoftware locally. So over a three to five year period,a web based system will cost youless. One of the main reasons for this isthat upgrades are free and notcharged for. This alone will save retailers severalthousand pounds over severalyears.

Arguably more importantly, cloud-based applications, such as anEPoS system, is managed for theretailer. So all upgrades and data back upsare automated and done on theirbehalf. This means many retailers do notneed to employ someone tomanage the EPoS system for them,another large cost saving. Retailers can also access a cloud-based EPoS system from anywherein the world with an internetconnection, so retailers can keepon top of what is going on in their

store or stores. Whether they are sat down withsuppliers or even at a trade show,they can see what stock is sellingin real time as well as check pastsales on brands, styles or perlocation. This accessibility also makesexpensive back office servers andcomputers redundant - another costsaving. Cloud computing also makes iteasier for retailers to integrateother sales channels such asecommerce sites. They all link seamlessly and in realtime, as they all run from the same‘product database’ which is storedcentrally online. This means retailers can managetheir ecommerce sites from theEPoS system, as they can add andremove products as they wish. Hence retailers do not have to hirea web manager or designer, againthis can represent a huge costsaving for retailers.Cloud computing is now more thanjust a trend, it is saving footwearretailers time and money andmaking it easier for them tomanage their business. Isn’t it timeyou put your feet in the clouds?

Ian Tomlinson

Cloud computing cansave time and money

FOLLOWING the much-needed trendto revert back to Europeanfactories, retailers have found thatfinding the right factory is not easy. A one stop website that lists thefactories and shows their ranges –all in one place – has just beenlaunched. Quick, easy access, contact details,help with the language if neededand, better still, no charge forretailers to browse an everincreasing database.Primarily focusing on Spanishfactories but with a continuallygrowing list of manufacturers frommany countries,www.findashoefactory.com will alsoshow agents and distributors’ranges to help boost sales. It’s the latest brainchild from RoccaInternational Footwear, the companythat launched The Clear Box tenyears ago. The hope is to boostbusiness on both sides. Handbag and Accessories factorieswill follow and UK manufacturers ofany fashion products will be listedfor free.

One-stop toright factory

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24 April/May 2011 Business and technology

A FOOTWEAR and fashion retailerfor young women is being held upas an inspiration for newbusinesses after sales topped£10m in its first full trading year. Mint Velvet was set up in June2009 and went from a blank sheetof paper to a fully functioningcompany including e-commerce,own fascia stores and franchises allwithin three months. The company set-up had to movefast in order to take advantage of acritical House of Fraser partnershipin time for the autumn/winterseason, so everthing had to beoperational by 1 October and ableto run as a multi channel businessfrom day one. Stuart Grant, Mint Velvet’scommercial director, said: “If ourdeadline had been missed, it wouldhave been impossible to trade inHouse of Fraser stores. “Failure, just being a little late,wasn’t an option – the we wouldhave had to defer launch untilJanuary or February, losing up to sixmonths’ trading.”The company teamed up with Retail

Assist as an outsourced IT partnerand they delivered the infrastructureacross the head office, logisticshub in Milton Keynes, two solusstores and 14 House of Fraserconcessions. Stuart added: “In terms oftimescales, this is the sort ofproject you’d be lucky to completein nine months. But by approachingthings in the way we did, wecompleted it in three months. “We weren’t just talking about a fewstores: this was a fully operationalbusiness, including warehousing,head office, all infrastructure, all e-commerce - what really set theproject apart was the aggressivepace at which things had tohappen.”Mint Velvet’s first three months oftrading were a success and thecompany rapidly expanded with asecond wave of openings in spring2010 that doubled the size of thebusiness.This included 20 additional Houseof Fraser concessions, threeFenwick concessions and an outletin an independent store.

One year on, the company was ableto report sale of over £10m and theautumn/winter season saw themexpand to a total of 62 outlets,moving into John Lewis in the UKand Menarys and Arnotts in Ireland.

Stuart added: “After launchingsuccessfully and emerging as acredible, fully formed, fullyoperational retailer, our IT andlogistics solutions means that wecould easily open second and thirdwaves of stores – because we hadstarted out with a platform scalablefor growth, no radical changes wereneeded.”

Sales top £10millionin retailer’s first year

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April/May 2011 25

Bridal: Looking at future trendsin the ever popular bridalmarket and what retailers can do toattract these highspending customers. Seethe best new footwearstyles and accessoriesto stock up for success.

Performance:New technology keepsdriving the performancefootwear industry for-ward - OOAL takes alook at the latest devel-opments in walking, fit-ness and all terrainfootwear.

Summer Shows:Previews for this summer's shows including Home and Gift,Chic, Bread and Butterand Pure – get the newson the best exhibitorsset to appear at theseevents.

Coming up in the nextissue of Out On A Limb:

SalesTony Barry – Sales & Marketing Director(tb@whpl.net)Beverley Green – Sales Manager(bg@whpl.net)

Advertising ContactsTel: 01226 734456 Fax: 01226 734477

EditorialAndrew Harrod – Group Editor

Judith Halkerston – Group Deputy Editor

Louise Cordell – Editor

Christina Eccles – Reporter

Dominic Musgrave – Reporter

Editorial ContactsTel: 01226 734694Email: lcordell@whpl.net

Design & ProductionStewart Holt – Studio Manager(sth@whpl.net)

Kyle Wilkinson – Design & Production(kw@whpl.net)

Circulation01226 734695 (24 hour hotline)Email: circulation@wharncliffepublishing.co.uk

Contacts

diary ddaatteessPureOlympia and Earls Court, London, 7 - 9August 2011(www.purelondon.com)A showcase of over 800 directionalwomenswear brands, young creativelabels and footwear and accessorycollections.

Stitch MenswearEarls Court Exhibition Centre, 7 - 9August 2011(www.stitchmenswear.com)Stitch is the UK's only dedicatedmenswear and accessory trade show, akey meeting point for brands, buyers,press and retailers.

Moda FootwearNEC, Birmingham, 14 - 16 August 2011 (www.moda-uk.co.uk)Moda will include a seminar programmewhich will be free of charge to all visitorsand exhibitors.The Moda catwalk show will present anoverview of the seasons trends, providingan insight into key looks.

GDSMesse Dusseldorf, Germany, 7 - 9September 2011(www.gds-online.com)Highlights will include high fashion labelsfrom international brands and thechildren’s footwear marketplace. Otherevents will include fashion shows, trendpresentations and trend vision.

TV and radio host Frauke Ludowig was named Shoe Woman ofthe Year 2011 at this season’s GDS. Judges said: “In terms of fashion Frauke always follows the lat-est trends without forgoing her own personal style. “She excels at highlighting her stylish outfits with elegant,often extraordinary shoes and has quite rightly been electedShoe Woman of the Year by the jury because she has a strongaffinity with shoes – she loves shoes more than anything else!”

New presidentfor Society ofShoe FittersBERNARD O’Brien has steppeddown as president of the Society ofShoe Fitters after two years in therole.

He passed on the chain of office tothe Society’s vice president, Jan Parry,and in an outgoing speech, called onmembers to continue getting involvedin the organisation’s work.

He said: “I cannot believe how quickly the two years have flownby – it has been an honour and

privilege.

“The council have done an excellentjob in running the show duringmy term and I wish to thank eachand every one of them mostsincerely.

“We really need members to play anactive part – without the Council theSSF can’t continue, so my message toretailers is: Don’t be a shy violet, weare all a friendly bunch and it isamazing what you can learn atmeetings about the trade and it’s‘going’s on’!

“The SSF are also committed toforging stronger links with the Societyof Podiatrists and Chiropodists with aview to up-skilling all members whowish to enhance their footwearknowledge, so there are some excitingtimes ahead.

“It seems crazy to me that podiatristsrecognise the skill in fitting and theneed for qualification more than ourown industry.

“On the retail front trade has beenvery difficult; however we mustpersevere and do all in our power toprovide the best fitting service we can– this is what differentiates us fromthe pack.

“I have met some truly wonderfulpeople while on council and beingpresident, so I really would like tothank our hard-working tutors, ourmembers and especially our muchneeded associate members, old andnew.”

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