Walk the talk - Ragtrader

The 2009 Australian Shoe Fair will officially kick off today (February 13), with exhibitors across Australasia descending on Sydney for three days of trade action. Myer category manager of footwear Joanna Mercer offers Ragtrader an insight into breaking into the department store sector.

How many buyers are there in the Myer footwear department?

There are two senior buyers, two buyers in training and one product developer. Ladies, men's and children's footwear also have a senior buyer each so that's seven in total.

Describe a tySeeing suppliers with ranges, attending buying and sales meetings, working on the marketing program, planning the business, answering emails.

What is the process for recruiting new footwear brands to the stable?

If we see a brand that we would like to buy - and there is a gap in our existing range - we approach the company. In terms of putting a new brand into the business, buying is ty

How many brands are there in the children's, men's and women's sections?

Each store has a different number of brands as it depends on the size of the store and where it is located - we may have different brands in a down town store from a suburban store. A CBD store like Melbourne would have over 100 brands.

What is your checklist when dealing with brands who want to join the Myer footwear stable?

First and foremost, we consider whether they fit into our target market. Do they fill a gap in our current range? Is the brand meaningful or does it have the potential to be meaningful to our customers?

What is the most challenging aspect of the buying process?

Anticipating what the customers are looking for. We have a diverse customer base at Myer and therefore are supplying shoe to a large segment of the market.

What is the most rewarding?

When the shoes arrive in the store and sell well it is a great feeling. Often the sales results feel like an exam result - how have I performed? Do the customers like the product? When they do it is very rewarding.

What advice would you offer up-and-coming footwear labels?

It is all about the shoes. The product needs to be good and fill a gap in the market. There are plenty of opportunities for new brands in Australia.

Australian Shoe Fair Highlights

Now in its fourth year, the Australian Shoe Fair is jam packed with offerings from designer brands and industry experts. Ragtrader breaks down some of the latest additions:

Exotic offerings: For the first time ever, a delegation of Thai designers will join Australian exhibitors at the spring/summer 2009/10 fair. Brands include Senso (booth F4), Patnasilp(F12), Nifty(G9), Shoes R Us (G5), Premsawad (F8), Sak's Fashion (G13), Manwood (F6) and Taywin and Podopedist (G3).

Ramping up profits: Davis Consulting Group trainer Mark Davis will offer free on-site workshops for retailers and wholesalers looking to grow their businesses. The first workshop will address 'Visual Merchandising to Sell 30 per cent more' while the second is titled '

Healthy Feet: Podiatrists Keith Pollack and Abbie Najjarine know there's a shoe for every foot - and they plan on sharing their expert knowledge. The pair will stage Foot Health seminars over the three day fair, addressing topics such a key shoe features for consumers with problem feet and tips to resolve common orthotic fitting frustrations.