I was asked the other week to view a new range of ballet flats and consider stocking them at The Shoe Garden.
They were gorgeous. Hand-made in Europe, you could see even from the photos that they were high quality. The colours were rich and the designs were fun and contemporary.
But I said “no thanks”.
The reason was the price. They retail for $300+ and that’s just too high for the huge majority of my customers. And if it’s too high for them, it’s too high for me.
This is not a gut feel, either. I speak from experience that ballet flats at that price, while admired, are rarely purchased.
Pricing is one of many ways retailers position themselves in the market. Together with that, they often target a particular age group.
But I’ve never done either, simply because being a niche shop means I try very hard to have something for everyone.
My customers range in age from 10 to 90 and their tastes, budgets and needs differ enormously; they all have long feet and that’s their only commonality.
The average price of my shoes is around $150. I try hard to source shoes under $100, and don’t really stock shoes or boots much over $300.
That way, there’s hopefully something for everyone at The Shoe Garden.
Until next time
Carol & CCx