In this issue’s Power in Partnership — Brands Supporting Independent Retailers cover story, we went directly to the source and asked brands what words come to mind when they think of some of their best retail partners… Courageous. Creative. Passionate. Collaborative. Loyal. Knowledgeable. Open-minded. Resilient. Taken together, it’s what defines a powerful partnership. Can the retailers say the same about their brand partners? I believe that in most cases, they can. But that’s a subject for another day. We did, however, ask retailers to weigh in on how brands can reduce DTC friction which is near the top of their list of retail challenges — a list that also includes staffing, product availability and shipping costs.

In our story about reducing DTC friction, Lauren Menendez, head buyer at Austin-based Karavel Shoes points out that “brands have a wide range of other methods to support local stores that may offset DTC pressures, including hosting in-store events, collaborating with local influencers, offering exclusive products or promotions only available at local retailers, co-branded advertising and social media shout-outs. All of these efforts not only boost foot traffic to local stores but also strengthen the brand’s presence and reputation within the community.”

Alicia Murray, VP and head buyer at Murrays Shoes, Littleton CO, said “the overwhelming amounts of information and marketing now available from brands online can be a benefit as consumers more often arrive in stores informed and ready to buy. It’s up to us to give them the opportunity to try on the product and feel the difference.”  

To those ends, we also feature two Business Insight columns in this issue. Alan Miklofsky focuses on how success for shoe brands is tied to the efforts of full-service retailers. Followed by Thomas Post who outlines the critical ingredients for delivering that outstanding customer service experience on the floor.

On the subject of delivering great service, we had the opportunity to sit down with Greg Augustine of Brown’s Shoe Fit, one of our 2023 Gold Medal Winners for Outstanding Customer that scored 100. “We use it as a reminder to the staff of this is what [the store operation] is supposed to look like, but also as a teaching tool of “here is what a customer believes,” opines Augustine, who confirmed that the Gold Medal mystery shopper criteria is posted in his store’s breakroom and discussions about its details and what the customer expects from the shoe shopping experience are regularly addressed with his staff.

Footwear Insight’s 10th Annual Gold Medal Service Awards will be announced in our November/December issue. Our 2024 program is supported by our brand partners, Alegria, ara, Propét, täōs, and Thorogood. A powerful partnership that helps us recognize and celebrate the best-sit-and fit retailers in the country.

Jeff Nott, Publisher