Footwear Insight

get through the turbulence," says Wesley, the owner of the business that was founded by his dad, Alvin, in 1970. Wesley Shoes lays claim as the oldest ongoing African Amer- ican-owned shoe store in the U.S. The store is located blocks from the University of Chicago campus in the tony, culturally diverse neigh- borhood of Hyde Park, some seven miles from The Loop. Shortly after Wesley's Shoes was faced with business issues related to the COVID-19 pandemic, including mandatory shutdowns required by the State of Illinois and foot traffic that had trickled down to less than a half dozen on some days, plans for a large 50th anniversary party for all past and present employees had to be scrapped. "In terms of merchandising, [the pandemic] has made it very difficult," admits Bruce. "I am not a fan of digital buying. I need to touch, feel, bend, flex and try-on shoes." Wesley, who fondly recalls his dad's rise to specialty store businessman from a poor country boy growing up in Louisiana, says his perseverance, faith and vision has kept him and the business moving forward in 2020. "We have managed to keep our accounts current and negotiate terms with key suppliers," stresses Bruce, who worked in the business through his high school and college years for his Dad, who pivoted into shoe retail from being an Army sergeant after migrating to the Windy City and working part-time for Chi- Town's former third-generation, family-owned Devine Bros. In 1982, Wesley's Shoes moved into its Hyde Park location, a 3,000-sq.-ft. former Devine Bros. store. Situated near a Trader Joe's and a U.S. Post Office with a college campus nearby, Wesley Shoes has never wanted for walk-by, walk-in traffic. But 2020 has obviously been different. Along with his mostly part-time staff of 6-8, Bruce initiated curbside pickup and private shopping by appointment as he stoked the store's social media presence and upped the frequency of email blasts. While admitting appointment shopping has added another level of comfortability and has been received well by customers and staff alike, Bruce adds, "our customers still enjoy the sit-and-fit personalized service we offer." With price not an issue with Wesley's' clientele and MAP pricing faithfully followed, the retailer's most sought after brands are On, Hoka One One and New Balance. The business also generates a solid business from Blundstone and Birkenstock. On is commended by the owner for its work with small independents on merchandising and its evolving product line. Beyond footwear, masks have equaled hosiery as the second- largest accessory category in this COVID-19 year. "We have masks that protect but don't make you look like you have just been released from surgery," offers Wesley. "It was an easy add-on, and we had clients who wanted 5-6 designs and styles to be worn throughout the week." One of the banner's most well- known customers over the last two decades was former First Lady Michelle Obama, who first visited Wesley's before 2008, most often with young daughters Sasha and Malia. During one family visit, Wesley remembers a pair of Kamik boots being purchased for Sasha and UGGs for sister Malia. Today, Michelle Obama's mother, Marian Shields Robinson, 83, still makes an occasional visit to the store, "but she likes to 'fly under the radar," Bruce says. —Bob McGee Foot Savvy In a year filled with customer service challenges, it is the customers and their needs that have helped Thomas Peterson and his staff at Foot Savvy persevere over the past several months. "Many of our clients are older and some are immunocompromised, so safety is a paramount concern," says Peterson, a pedorthist and owner of the Greenwood Village, CO-based store. While business has taken a downturn, Peterson says he is uplifted by his interactions with his customers. "We have very close relationships with our clients and it has been wonderful to see them again, even though sometimes it is difficult to recognize them with their masks on. We commiserate on the trials and tribulations of dealing with the pandemic and the perseverance it will take from all of us to get through this. Even though our revenues have taken a significant downturn and it has been challenging at times, it reminds me of why we are in the business we are in — solutions for our clients." Steps the retailer has taken to ensure a safe environment include a rigorous cleaning procedure and minimizing the number of clients in the store at any one time. "Initially when we re-opened, we only were open via appointment," says Peterson. "Then we moved to appointments in the morning and late afternoon and walk-ins mid afternoon. We still do appointments at our client's request before and after our regular business hours." Continues Peterson, "We have adjusted our business to accommodate our clients. For some that means shipping shoes to their homes. Others prefer curbside pickup. Many still feel comfortable entering the store, being measured, receiving a foot exam and gait analysis, and trying on shoes." A memorable client interaction this year, says Peterson, involved a woman referred to him by a local wound care center — she had contracted sepsis while battling COVID and had lost eight toes to amputation. He and his staff have "We have adjusted our business to accommodate our clients. For some that means shipping shoes to their homes. Others prefer curbside pickup. Many still feel comfortable entering the store, being measured, receiving a foot exam and gait analysis, and trying on shoes." Thomas Peterson Foot Savvy 20 • Footwear Insight ~ December 2020 footwearinsight.com "We have masks that protect but don't make you look like you have just been released from surgery." Bruce Wesley, Wesley's Shoes Wesley's Shoes RETAIL

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