Has upped its quality footwear offer, but still has too many styles on the shelves
Jones Bootmaker serves up a plethora of brown men’s formal styles and would do well to add more casual styles to build on its smattering of deck shoes and sandals. The heel height on the more fashion-forward women’s styles is too high and the retailer needs to offer mid-heel-height styles with a fashion twist. A flat ankle-cuff toe-post sandal in brushed leather with a floral painterly print stands out as does a mid-heel, chunky wooden sandal with a red leather upper with cutaway detail.
There were just two sales staff on the shopfloor but they juggled customers well, and they approached Drapers to offer assistance - the only other store where this happened was Faith. The number of styles on the shelves urgently needs to be capped as it is overwhelming and makes an already cramped store feel even smaller. Merchandising in the middle of the store feels messy as the displays are too tall while seating feels too low down.
The pricing architecture is very broad, lurching from clog-like sandals at £85 and synthetic sole and heeled courts with black suede uppers and stud details at £69, down to bendy synthetic sole leather-lined flats at £59 in patent with buckle vamp detail. Flats start at £45. Men’s footwear ranges from £35 for simple canvas lace-up pumps to £70 for lightweight nylon lace-ups and up to £175 for elegant, suede formal Oxford shoes with an elongated last.