Two weeks later...

Glamazon Shoes has been open for 2 weeks and we're still here! Joking aside, the response in and to the shop has been heartening. I'm definitely working with 2 separate markets though. The first - and main - one is the bigger shoe market. The other is the local market which may or may not encompass women with larger feet. Interestingly, the approach towards both is markedly different. Locals are passing by (naturally) and thanks to our wonderful wide shopfront, popping in for a look at the shoes and bags on display. It's amazing to see women's finely tuned shoe radar kick in when they're in the vicinity of a shoe shop! We've had women going to/from the local gym or kids' school come in very quickly because often that's how we work. As great multi-taskers, we're able to take in a quick distraction and then either dismiss it or file away for future reference. Then there's others like a lovely customer today on her way to lunch, pop in for a look and walk out with a divine pair of high leather boots!

The other - and really, primary - market is the one for bigger feet. This requires a completely different marketing strategy as geography is not a major factor. The challenge becomes to spread the word to the larger footed woman or girl regardless of her location - local or interstate. This is where the internet comes into its own. For such a geographically diverse group, the primary communication channel is definitely via the Web.

Stay tuned...

Reverse discrimination

I had a thought just the other day. (Yes, it's been known to happen from time to time) The shop opened for the first time just a few days ago and even at this early stage, the response has been very encouraging. At this stage, the shoe range goes up to size 13 and down to an 8 as the main premise behind Glamazon is beautiful shoes for bigger feet. After years of feeling 'freakish' with my size 11s and basically avoiding the vast majority of the mainstream shoe shops, I wanted to create a place where bigger and/or taller women could feel normal. A place where they could ask for a size 10+ shoe with confidence and not in a murmur so as not to be overheard and have their feet gawked at by total strangers.

Well, it seems that the pendulum has now swung the other way. In my first few days of opening, I've already had to disappoint a few prospective customers by letting them know that our sizes start from an 8 and that we could not accommodate their size 6 or 7 feet at this stage.

It seems now that the shoe really is on the other foot and it feels very, very strange. I think I may have created an alternate reality!

We finally made it

To the opening that is.

It's hard to believe that our first day has come and gone. The shop is ready, looks great (if I do say so myself!) and has already had a couple of sales transactions. It just all feels kind of surreal. After months of planning, preparation and plain hard work, we have an actual shop. Not that the work is over by a long shot. In addition to hopefully doing lots and lots of sales, all the marketing and promoting of the business can now be ramped up.

And there I was ready for a nice rest on the lovely purple ottoman...