Robin, Head of Category – Footwear and Accessories
What does your role involve?
I drive sales and profits across the whole of footwear and accessories for the entire Blacks Group. I have to forge together the Buying and Merchandising functions, to make sure we’re working together to discover exactly what customers want – and then exceeding their expectations on quality and cost.
What changes have you noticed in Blacks since you’ve worked here?
Over the last year, there have been major developments. There’s a much more structured, focused approach throughout the business now. Once ideas or new processes are agreed on, they’re seen through to the end. In addition, we’re looking at creating a strong differentiation between Millets and Blacks. We want Blacks to be more fashion-focused, whilst Millets will cater more for the serious outdoor activity enthusiast.
What about changes in the products and brands you stock?
We’re moving away from developing our own brands from scratch. At the same time, we’re introducing more and more Boardwear brands and also entire ranges – like swimwear. We’re also diversifying into new, trendier brands. Weird Fish and Keen – a popular American brand – are two that spring to mind.
What changes have you noticed in the outdoor market?
With health and well-being coming higher up everyone’s agenda, more and more people are buying equipment and clothing for outdoor activities. This trend has spilt over into fashion – so an item that was previously generally only used by climbers and walkers – like a North Face jacket – is now seen as a fashion item to wear down to the pub. What’s more, the camping market has been increasing for the last ten years. (The huge boom in the festival culture has helped here.) During a turndown in the economy such as we’re experiencing at the moment, camping has traditionally done well, as people take to holidaying cheaply in the UK.
What kind of people are Blacks looking for?
We’re looking for people with real enthusiasm and adaptability. BLG is a Group that’s evolving and changing fast. There’ll be new developments every year and we want people who are going to embrace – and drive – change.