One reason should be that there is hardly any good men’s outfitter and expert advice. The same applies to the shoe trade. If fewer and fewer shoe retailers offer a qualified range of leather shoes and appropriate advice, people buy sneakers.
So the decline of the well -groomed men’s shoe is the consequence of a lack of offer?
As for the men’s generation from 40, this is certainly a reason. The situation is different with the younger ones. For some time now I have even had the impression that the 25- to 40-year-old generation has developed a new enthusiasm for the well-kept leather shoe. At least I hear that from the Portuguese, Italian, Spanish and Scandinavian shoe producers with whom I work. Even if I am out in Italy, whether in cities or at trade fairs like the micam, I notice that younger men hardly wear sneakers.
Rather?
They wear oxfords, monkstraps and especially loafers. The shoe trade does not notice anything from us. No wonder, because this generation buys your shoes in the web shop.
You too?
Naturally!
Where exactly?
For example at velasca.com, morjas.com, myrqvist.com, shhoepassion.de, Heinrich-dinkelacker.de, crockettandjones.com or Doucals.com.
Doesn’t the advice stay on the track anymore?
There is excellent advice online. There are also great tutorials on the shoe or shoe care on Instagram or YouTube.
What do you advise against this background?
A good shoe retailer must be set up hybrid today if he wants to tie young customers. He needs a very good web shop with many meaningful pictures of each individual model. It should definitely take every shoe in every size. In addition, a good shoe store should not only advise on a specific purchase, but should be willing to provide generally about different designs, leather types or sole variants, not only in the shop, but also online. A shoe retailer can no longer avoid social media today, because all young people orientate and inform themselves there. That’s the way it is.
But they give some shoe retailers a very nice toad to swallow.
Why? You only need a cell phone. And then you just start. I did that too.
Is the experience that offers inpatient business, not still superior to virtual shopping?
Of course, a good shoe store is something special. The smell of the leather, the feel of the products and of course the shop windows, they are extremely important! I stop in front of every shoe store and look at the displays. However, it is on another sheet whether I am encouraged to enter the business. In my opinion, the most beautiful windows are available in London and Italy.
Let’s say you enter the business: what should the range offer?
Above all, a very good selection. Every shoe type should be present, from the tassel loafer to oxford, in black and dark brown and of course in every size. The sentence: “I’ll see if I die”, is a no-go.
What should the advice do?
Assuming, I’m looking for a shoe for a wedding, then it is not enough to say: ‘I’ll show you what we have’. The first question should be: What does the suit look like? The second question: when does the wedding take place? Because there is a difference whether I need the shoe for summer or winter. After all, the consultant should take a close look at the customer’s foot. In addition, she should perceive whether it is formal or rather casual. If he is the casual type, it should not recommend him an oxford, but rather a loafer, and, if possible, the right stocking.
