Footwear Insight

14 • Footwear Insight ~ July/August 2023 footwearinsight.com by reaching out to them by personal phone call invitations. We have used the same formula for decades with many suppliers. It works on getting the customers to focus on one particular line. We also offer gi with purchase (GWP) and Swag items with purchase. It's the best way to promote a line without using markdowns to drive sales. Let's face it, you are never going to be cheap enough. e trends we are still seeing are easy on & off slip-ons, lightweight stretchable uppers for foot problems. And, platforms are still hot, too! ... What's selling now? Of course, the usual three suspects: On Running, Hoka, and Birkenstock, along with Dansko and Pikilinos." THE SHOE MARKET Greensboro, NC PJ Calhoun, manager Founded: 1992 Gold Medal: One of seven stores to score 100 or above in 2022. "We've been engaging in fewer promo- tional sales post-pandemic and are having the best-selling year in e Shoe Market's history. We've shied our advertising to more about who we are and what we do rather than accidentally branding ourselves as a discount destination. Our demographic is a bit older and appreciates the seasoned service, sizes, and selection that we offer. We're using adver- tising to remind customers what makes us different from chain retailers and internet stores and are also expanding our advertising radius to include areas up to two hours away. ere is not another store like us nearby and we're finding that people with foot issues and hard-to-fit feet are more than happy to make the drive to find the right shoes for their feet. We're working on expanding our customer base by selling who we are, what we do, and what makes us unique. Athletics continue to drive sales for the store. Again, because we focus on stock- ing sizes and widths to achieve a perfect fit, our customers know we will have the right shoe and size for their foot needs. We're seeing great success with Euro-comfort footwear and shoes that have a comfort-ori- ented function with a dressier aesthetic." A PROPER FIT Reno, NV Mike Jones, owner Founded: 2005 Gold Medal: One of seven stores to score 100 or above in 2022. "For the working people, work footwear always thrives during difficult times. We're selling the importance of quality footwear that professionally fit to keep you feeling health and happy at work. Recovery sandals are a hot item whether it's aer a workout or a long day. It feels good to walk on a cloud and let your feet breathe a bit." BECK'S SHOES Salinas, CA with 26 locations in Western U.S. Adam Beck, CEO Founded: 1919 Gold Medal: Top-scoring "Store of the Year" in 2022 . "Market your value adds (value proposi- tion). Beck's Shoes measures your feet with a double Brannock. We 3D scan your feet The Shoe Market A Proper Fit RETAIL

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