I have a confession to make – I don’t like to wear black shoes. I’ve tried and tried but never found a pair that felt good enough to travel with. When they dye leather, the pigment usually makes the leather harder and stiffer.
Even so, every now and then I decide to try one of the pairs I have purchased waiting in the closet. This week I took a pair with me to Baltimore then onto Charlotte. After two days of discomfort, I decided to ditch the ones I was wearing when I arrived Tuesday at the Charlotte airport and checked out the Johnson & Murphy store. I had just finished an event with a bunch of retailers where the refrain from a few was, “Where are all the customers?’ I had said, “They are right there if you look and work to sell the merch.”
Anyways, I went into the shoe shop, looked around and observed the two women behind the counter talking, oblivious to me. I kept looking around and found a pair that seemed good, the leather was as soft as the brown pair. And they were $225. I would be willing to pay anything at this point if they fit well. I turned back to see if they noticed me but no, they were still talking. l left figuring I’d stop at the mall.
Went to the the Lake Norman mall – great design, found the J & M shop. One guy behind the counter, “Hi finding everything ok?” I answered, “Actually no, I was at the airport and saw the Wilmore, do you have it?” He answered, “No, never heard of it and its not in the catalogue- we don’t get everything the airport stores do – they do twice our volume.” As I walked out, I checked my iPhone app to see if it were online but that model was not available.
I got to the airport early the next day to return to the first store and try a pair on. The two women were still talking behind the counter but one broke away enough to tell a guy, “All our shirts and sweaters are $20 off.” I found the pair, turned and looked over to her. She looked right at me without saying a word. It was obvious she expected me to come to her.
“Do you need some help?” she finally asked. “Yes, I’d like to try this in an 8.” She took a look at it, took out the shoe tree and said, “This is an 8, see how you like it and if so, I’ll go get the mate.” 
She loosened the laces of the shoe a bit as I sat down, put it on the floor with a shoe horn and left to tell someone else the $20 promo. I looked at the shoe and tried to undo the laces but one had become a knot. I fumbled a bit getting perturbed that this as a customer was my “job.”
She came back, “How’s it goin’?” I said, “You know, I used to sell shoes a long time ago. I can’t imagine not opening the laces – especially for a $225 pair of shoes.”
[Back story, display men's shoes are laced horizontally which looks better on the display but impossible to get your foot in. You basically need to re-lace the shoe or it can't be put on. See example below.]
Horizontal laces on the Wilmore
She replied,”Well, most men are in a hurry and don’t have time for that I’ve learned over the years. You want me to go back and get the mate?” “Sure.” I tried the right one on and it was OK, not great but I couldn’t get past the attitude for an expensive shoe. After a few minutes she came back after I had my other shoe on and headed out. As I left I heard her tell another customer about the $20 promo- the same one that several signs already said.
How should it have gone? “You know one of the things that makes that shoe so special it is hand-lasted so the upper won’t crack like other shoes.” Or something like, “This is an 8, let me re-lace it so you can try on the right while I go get a new pair.”
Do you see the difference? Either you are trying to sell the merch or not.
What killed the American shoe manufacturers? Was it all NAFTA and Mexico, China and the rest or did this kind of slovenly sales approach reduce demand ?
I was able to use my iPhone when I landed and found from one website that the Wilmore was, “Expertly crafted of Italian calfskin for a rich, elegant look, premium fit and feel. Full leather lining and removable insole enhances the comfort and fit.” Which leads me to my next point about shopping and the Internet which I’ll cover tomorrow: Don’t fear the iPhone apps.
In the meantime, the sale is yours to lose, treat the merch with respect and get your focus off stocking, talking and discounts and sell the merchandise you have.
Stop asking, “Where are the customers?” and realize we’re right in front of you. Sometimes even giving you a second shot. The sale is yours to lose.
Guess I’ll be dressing in brown for all the speeches next week…
Dear Restoration Hardware, Macys, Pottery Barn, Jos. Banks, et al,
I’ve been with my dad at the Carolinas Medical Center in Charlotte the past several days. The first day I walked in, I noticed this mat in the elevator.
The elevators all had these custom mats that were changed daily.
h.
Did you hear that J.C. Penney, starting in the fall of next year, will become the exclusive licensed seller of Liz Claiborne? If you’re one of those smug shoppers like the 
