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

Boutique Chat

Ashley Alderson

Business, Marketing, Retail, Boutiquetips, Fashionindustry, Fashionbusiness, Entrepreneurship, Businessstrategy

5 • 853 Ratings

🗓️ 18 June 2024

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

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.

Resources:

Chinese Laundry

Join The Boutique Hub Community

Ashley Alderson: Instagram

Transcript

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0:00.0	Business can be a lonely game, but it doesn't have to be.
0:09.0	Welcome to Boutique Chat, where we explore community over competition and how to scale your company with the balance and the happiness that we all seek.
0:16.0	We'll hear from product-based businesses of all types, retailers, e-commerce, and wholesale brands,
0:21.7	along with industry experts shaping the future of our industry.
0:25.2	I'm your host, Ashley Alderson from the boutique hub, and I can't wait to chat.
0:33.9	Hey guys, welcome back to the podcast this week.
0:36.4	I have a very important question, Sarah, just for you, but I think everyone who's listening is going to need to answer this question as well. What is the very first pair of shoes? What were the very first pair of shoes that you fell in love with? Oh, that's such a good question. Growing up, I did a lot of ballet. So I, I, and I loved to actually
0:58.0	wear my ballet shoes out of the studio, which you're not allowed to do. And I found this little
1:04.0	eyelet lace ballet flat. It was actually at Target. It was so cute. And I remember growing up, I didn't buy a lot of things new.
1:16.0	A lot of things were at thrift stores or a yard sale.
1:18.6	And my family didn't have a ton of money.
1:21.2	So like this particular pair of shoes, first of all, Target was like the fanciest.
1:25.8	I know.
1:26.5	I totally agree.
1:31.4	I totally agree. It was so fancy. And so that to get this little pair of I lace ballet flats was so special. And it was such a lovely bridge from
1:38.8	ballet studio too, being out on the town. I think it's probably like 11 or 12. And I remember going back and trying
1:45.7	to find them again and I couldn't, but it was kind of where I started to fall in love with footwear.
1:51.2	Yeah. Isn't that funny? I feel like shoes are a part of like our core memories. You know,
1:55.4	we were just, honestly, I feel like we talk about shoes way too often in a weird way. My husband
1:59.4	and I the other day were reflecting on like different pairs of shoes we both owned at different points in our life,
2:03.8	like the Adidas superstar. Why? Or you know those Adidas slides that had like all the little
2:11.6	bumps in them? Like after basketball, that's what we put on. But like shoes are so related to
	...

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