Canadian Retailer - Winter 2014 - 27
Rustic design meets contemporary footwear.
itself and of the brand, of being different in the marketplace and standing out."
Adrian says the company is cautious about where and when it opens. The store has
to open in the right location, because the location can say as much about the store as
what the store tries to say about itself.
"I try to find locations that identify with our brand and our customer base and how
we stand out. Right now, we don't have any stores in any mall locations-they're all
free standing outdoor locations. They are usually in more
historical parts of town because I think that's in line with PERSONALITY, PLEASE
Nothing has disrupted retailing or shoe design as much as
our brand. It works well for us," he says.
the Internet has, says John Fluevog. On the fashion side,
Adrian looked for a store in Toronto for some time. The designers live in a world where there are no secrets, where
company has had a location on Queen Street for 20 years, but trends are immediately global. In retail, stores battle
it doesn't have the size and draw that a store in Canada's lar- everyday with customers who use their smartphones to
gest city needed. "I wanted a branded store in Toronto," Ad- price-shop, something that he says will only intensify.
rian says, "I wanted a statement store." After much searching, One way to success is personality and humanity,
Fluevog says. Customers want to interact with
he settled on the Distillery District, even though he had heard people. They want the thrill that comes with making a
that retail in there was slow. "I rolled the dice," he says.
connection with another individual.
The design of the location required Adrian and the design "Good retailing should have a lot of personality of an
team to balance the need for Fluevog flare with the practical individual owner. The brand needs humanity, a human
think that is the key
realities of retailing. The centrepieces of the design had to oc- face, and Isuccess in the future,to retailing and to hopefully
Fluevog's
and other people's as well."
cupy the foreground while fading into the backdrop. The furniture had to catch attention without overshadowing the shoes, and the layout needed to
encourage traffic flow, satisfy seating needs and locate the cash desk in a dominant place.
The gamble on the Distillery has so far paid off. "The store is surpassing my expectations," says Adrian. "It's doing wonderful."
www.retailcouncil.org/cdnretailer | winter 2014 | canadian retailer |
27
http://www.retailcouncil.org/cdnretailer
Canadian Retailer - Winter 2014
Table of Contents for the Digital Edition of Canadian Retailer - Winter 2014
Publisher’s Desk
Retail Currents
Sourcing Retail Talent for Today’s Business Needs
Hr: The Missing Piece to the Omnichannel Puzzle
Excellent Customer Service for Everybody
Different Is the Brand
Hats Off to Customer Service
Total Rewards: Beyond the Numbers
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2014 - cover1
Canadian Retailer - Winter 2014 - cover2
Canadian Retailer - Winter 2014 - 3
Canadian Retailer - Winter 2014 - Publisher’s Desk
Canadian Retailer - Winter 2014 - 5
Canadian Retailer - Winter 2014 - Retail Currents
Canadian Retailer - Winter 2014 - 7
Canadian Retailer - Winter 2014 - 8
Canadian Retailer - Winter 2014 - 9
Canadian Retailer - Winter 2014 - 10
Canadian Retailer - Winter 2014 - 11
Canadian Retailer - Winter 2014 - Sourcing Retail Talent for Today’s Business Needs
Canadian Retailer - Winter 2014 - 13
Canadian Retailer - Winter 2014 - 14
Canadian Retailer - Winter 2014 - 15
Canadian Retailer - Winter 2014 - Hr: The Missing Piece to the Omnichannel Puzzle
Canadian Retailer - Winter 2014 - 17
Canadian Retailer - Winter 2014 - 18
Canadian Retailer - Winter 2014 - Excellent Customer Service for Everybody
Canadian Retailer - Winter 2014 - 20
Canadian Retailer - Winter 2014 - 21
Canadian Retailer - Winter 2014 - 22
Canadian Retailer - Winter 2014 - 23
Canadian Retailer - Winter 2014 - Different Is the Brand
Canadian Retailer - Winter 2014 - 25
Canadian Retailer - Winter 2014 - 26
Canadian Retailer - Winter 2014 - 27
Canadian Retailer - Winter 2014 - 28
Canadian Retailer - Winter 2014 - 29
Canadian Retailer - Winter 2014 - Hats Off to Customer Service
Canadian Retailer - Winter 2014 - 31
Canadian Retailer - Winter 2014 - 32
Canadian Retailer - Winter 2014 - 33
Canadian Retailer - Winter 2014 - Total Rewards: Beyond the Numbers
Canadian Retailer - Winter 2014 - 35
Canadian Retailer - Winter 2014 - 36
Canadian Retailer - Winter 2014 - Advertiser's Index
Canadian Retailer - Winter 2014 - Retail Quick Tips
Canadian Retailer - Winter 2014 - cover3
Canadian Retailer - Winter 2014 - cover4
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