It's all in the shoes

For most, shoes are often understated fashion accessories. However, Queensland imported footwear specialist Maryon's is likely to bring out the "Carrie Bradshaw" in women of all ages. Claire Tomley reports.

For more than 30 years Maryon Campbell has been ardently finding and fitting quality imported shoes. With Campbell opening her first store on Queensland's Gold Coast in 1973, the business grew from an innate passion for shoes and a niche in the Queensland retail market for quality imported footwear.
With initial labels stocked including Pierre Cardin and Charles Jourdan Campbell's business has always remained with high-end imported shoes. Since the inception of the first store at Surfers Paradise, the business has grown to become an empire with four much-coveted stores based in Queensland. Campbell modestly explains "I thought I'd start it as a hobby".
With a successful business established by the late 1970s the decision was made to open another store in Queensland's heritage-listed Brisbane Arcade between Queen and Adelaide Streets in 1979. Campbell has kept the business in the state simply as a lifestyle choice. "I didn't want to be on a plane to Sydney and Melbourne every week," she explains. However, with an unparalleled range, Campbell reveals that her customer base extends to a large number of loyal clients in Sydney, Melbourne, Adelaide and Perth.
Catering for smaller budgets, the Stones Corner store has provided a haven for bargain hunters for ten years. "With shoes, there are always so many sizes so there are always bits left over," says Campbell.
The latest acquisition to the empire, however, is the store at Brisbane's new retail precinct Emporium in Fortitude Valley. Relocating the Paddington store of 20 years, Maryon's at Fortitude Valley opened its doors on April Fool's Day last year - though this has proved to be anything but a foolish business decision. Campbell admits she was a little hesitant that her faithful customers from Brisbane's Western suburbs, who were serviced by the Paddington store, would be disgruntled by the new location. However, her initial reservations were quickly proved wrong. "It has just been astonishing [and] hugely successful...it is very European, there are a lot of complexes like it in Europe and it suits our climate too," she says.
With shoes and handbags serving as the business's core products, Campbell also stocks scarfs, hats, purses and key rings from time to time. But shoes account for 90% of the business.
The extensive product range caters for all tastes from the conservative to the outrageous. "We need to have a bit of excitement happening, a bit of colour and edgy designs, but then we also need to have the classics," says Campbell. Current labels stocked include Christian Lacroix, Robert Clergerie, Lorenzo Banfi, Emilio Pucci, Givenchy, Zamagni, Kenzo, Rodo and Lodi. However Tod's accounts for a large portion of the business. "I've stocked them for about 15 years and it is just phenomenal business," says Campbell. Lorenzo Banfi has also developed a very loyal following for those after "exquisite quality" as Campbell puts it. With such a wide range of labels and styles on offer, Campbell explains, "I have to appeal a broader cross section of ladies," - given that there is not a large enough customer base to sustain a pure line. However, overall quality is the key factor on which buying decisions are made. "I go to great lengths to make sure that they are made on an English last and that they are made where they say they are made... I won't compromise on that," says Campbell. While Campbell does keep abreast of the latest European fashions, buying decisions are guided, as opposed to dictated, by trends. For instance, "we always sell colour," Campbell explains. Sizes stocked are based upon the tradition bell-curve rule with sizes ranging from 36 to 42. On stocking more larger sizes Campbell observes "the girls are getting taller and their feet reflect that".
In defining her key target market, Campbell explains that the core characteristic of primary customers is an expectation of quality and artisanship. "I really sell on the quality, that has been what I've sold for 32 years," she says. With customers ranging from 15 to 90 year olds, Campbell admits, "some of my customers span three generations".
While Maryon's is targeted towards those who appreciate craftsmanship and beauty, Campbell reveals that the Surfers Paradise store attracts customers who are after more edgy designs, while Brisbane patrons tend to prefer more conservative styles. With the majority of Campbell's trade being repeat business, she keeps the varying tastes of her loyal customers in mind when on biannual buying trips to Europe, yet she is always on the lookout for new designers.
While each store possesses its own distinctive character, for example the heritage listed Brisbane Arcade store, Campbell's personal preference is for the design of the Emporium store. Featuring white glass walls, Maryon's at Emporium boasts a more open and spacious design where the shoes take the focal point, "it's lovely to have the luxury of space," Campbell muses. Colour blocking is the primary visual merchandising technique and is more effectively achieved in the larger stores of Fortitude Valley and Surfers Paradise. "It creates a palate of colour," says Campbell.
The majority of the business's marketing takes place through direct mail with seasonal brochures delivered to customers on the company's database. Paid for advertising promoting new season stock and sales in magazines has been kept minimal. Yet Campbell has found that a lot of business can be generated from advertising in hotel magazines and brochures, capturing tourists and those who are visiting from interstate. However, direct marketing yields the greatest response. The Maryon's website is also currently undergoing a re-design and will feature monthly updates as well the additional service of online shopping, with a focus on lifestyle shoes such as Tod's, together with evening shoes. Campbell further identifies the importance of word of mouth as a marketing tool, "if you have a dissatisfied customer...that is hugely deleterious to your business," she says.
Customer service is an incredibly important aspect of Campbell's business. With 16 staff members, some having been employed for over 25 years, very strong relationships with the customers have been developed. Campbell explains "it is an emotional purchase...it is not only need...it is really about passion, that positive buzz". Campbell continues "I think shoes use to get a bit neglected but it is nice to draw the focus in that direction".

Store: Maryon's Imported Footwear
Locations: 35 Orchid Avenue, Surfer Paradise, Queensland.
Shop 15 Toulouse South Emporium, 1000 Ann Street, Fortitude Valley, Queensland.
Brisbane Arcade, Queen Street, Brisbane, Queensland.
Clearance Centre, 7 Stoneham Street, Stones Corner, Queensland.
Owner: Maryon Campbell
Customers: Females of all ages
Labels Stocked: Christian Lacroix, Robert Clergerie, Lorenzo Banfi, Emilio Pucci, Givenchy, Zamagni, Kenzo, Rodo, Lodi, Tod's, Senso, Gino Vaello
What's Selling: Tod's and decorative styles