Daniel Footwear launched in 1993
Daniel Footwear started out in 1993 opening stores in the UK selling designer clothing and footwear. It added its ecommerce platform in 2007 and has strengthened the brand through its online store and now has over 30 stores in total. It prides itself on high quality, on-trend pieces at competitive prices.
The online store offers product from a range of high end brands such as DKNY, Ash, Love From Australia, UGG, Tory Burch, Hunter, Michael Kors, Melissa and Vivienne Westwood. We caught up with marketing executive Jessica Hodkinson and website manager Laura Craven to find out how the brand chooses which products to sell online.
So Jessica, what sort of research goes into deciding which kinds of products to sell online?
We use sales data and analytics to determine customer interest and the conversion rate on certain brands. It is also useful to look at what your competitors are doing and how popular specific products are.
How do you find ‘hot’ products that you think will sell?
Our buying team carry out research and look at trend forecasting.
Is it important to find niche products?
Niche products will make you stand out above other online retailers. That is why the unique Daniel brand is important to the business as we can adapt styles and personalise them. For example a plain ankle boot will be finished off with diamanté detailing because we know our customers look for something slightly special and different.
How do you stand out from your competitors?
Customers can now view a product in prodigious detail with the help of 360° photography, enabling a full look at the product as it spins around in a frame box. We have even more photography to be added this year.
Also, if a customer is looking for a matching handbag to go with the shoes they are purchasing, the website will suggest additional items to aid them with the buying decision process.
Customers can take a look at features such as the Look-book for inspiration and ‘In the Press’ to see where Daniel has been featured. We also have a blog which is written using a friendly tone
Do you use Google Analytics when researching to see what is trending?
Yes and we can also use valuable feedback we collate in store.
So Laura how do you know it is time to add new products to your line?
Customers can become bored easily so we are always uploading new products on a weekly basis. As the season changes obviously products are altered to suit.
Why is it important to keep adding fresh products to the site?
It is important to keep lines fresh and on trend otherwise customers will get bored and it can prove difficult to encourage return custom.
Jessica when you have chosen new products, how do you find suppliers?
We have strong relationships with suppliers already but the buying team network and visit fashion fairs in Milan and London.
Do you have multiple suppliers for the same products?
As we predominantly sell shoes and handbags that are from designer brands, it is important we have multiple suppliers so we can offer variety.
How do you know that a supplier is a good one?
We tend to go on the reputation of the brand, this helps us to establish if they are going to be professional to work with.
Marketing executive Jessica Hodkinson and website manager Laura Craven Daniel Footwear
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