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From Soles to Sales: The Business of Shoes with Chinese Laundry

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Sarah Zurell, Chief Marketing Officer at Chinese Laundry, steps into the spotlight today to explain how footwear can transform not just your outfit, but your entire outlook. From understanding customer preferences through surveys and emails to showcasing shoes alongside outfits, Sarah shares her expertise in making the shopping experience seamless for your customers. She reveals why seeing shoes on feet is crucial for sales and how smart merchandising can enhance customer satisfaction.

From Soles to Sales: The Business of Shoes with Chinese Laundry

From Tech to Fashion: Sarah’s Unique Career Path

Sarah’s career path is as unconventional as it is inspiring. Starting with tech startups and a fashion app called Strut, Sarah’s expertise in algorithms and taste profiling set the stage for her pivot into the fashion industry. Her journey highlights the intersection of technology and fashion, showcasing how innovation can shape even the most traditional sectors.

Entering the World of Footwear: Sarah’s Role at Sells Brands

Joining Sells Brands marked Sarah’s official entry into footwear, where she now oversees brands with rich histories like Chinese Laundry. Each brand under Sells Brands—Chinese Laundry, Dirty Laundry, and CL by Laundry—offers distinct styles catering to different demographics and preferences, from elegant dress shoes to funky, youthful designs.

Challenges and Opportunities in Footwear Retail

For retailers considering adding footwear to their offerings, Sarah offers practical advice. Start small, understand your customer base through surveys or email lists, and test the waters with a curated selection. She emphasizes the flexibility in ordering and advises leveraging online platforms for live sales and customer engagement.

Strategies for Success: Merchandising and Customer Engagement

Merchandising plays a crucial role in driving shoe sales, both in-store and online. Sarah suggests positioning shoes strategically near dressing rooms or integrating them into outfit displays to encourage impulse purchases. For online stores, incorporating shoes into flat lays and live sales can enhance customer interaction and boost sales.

Trends in Footwear: What’s Hot for Fall?

Looking ahead, Sarah predicts several trends for the upcoming fall season. From slouchy paper bag boots to square toes and embellished flats, she highlights the importance of staying ahead of trends and offering unique, eye-catching designs that resonate with customers.

Keys to Retail Success: Early Adoption and Differentiation

Sarah’s insights into successful retailers underscore the importance of early adoption of trends and differentiation. By curating a distinctive collection that stands out in the market, retailers can appeal to customers seeking something fresh and unique.

In This Episode

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