John Turnbull

Buyer, BuySkateShoes.com

Kennesaw, Georgia

Online retailers like BuySkateShoes.com sell a ton of skate shoes to customers who can’t find kicks locally. TransWorld Business reached out to John Turnbull to hear what their site’s customers were into in 2009 and what he expects to move the sales needle in 2010. Here’s what Turnbull had to say:

How have your footwear sales been in 2009 versus 2008?

Overall, footwear sales have been up for the year, but from September 2009 to the present, we have noticed that footwear sales, specifically, have remained somewhat stagnant. However, I still believe footwear will be the key category moving forward.

How has the number of styles you stock on your shoe wall changed over the past twelve months?

The number of styles has increased, but keep in mind the overall quantities have decreased. I encourage bringing in new styles and experimenting with new trends to give our consumers something fresh. I still implement an open-to-buy strategy and play the re-order game hard. Unless it’s a style with proven sell-through and stays consistent with what’s currently hot, we need to keep our inventory levels as healthy as possible.

How do you decide what to stock on your store’s shoe wall?

First and most important, I assess the demand for the brand. Second, I analyze current trends and keep my buys consistent with what our consumers are looking for. At the same time, I forecast trends, searching for the next best thing.

What brands does your store carry, and of those brands, which are the best sellers this year?

C1RCA, DC, DVS, Emerica, ´eS, etnies, Fallen, Globe, IPath, Nike SB, Nike 6.0, Osiris, Supra, Vans, and Vox. Our top five are Nike SB, which is starting to slow down, Vans is bringing the heat to SB, Fallen and Lakai are tied for third, Nike 6.0 is fourth, and C1RCA is fifth.

What’s the number one trend you’ve seen emerge over the past season?

Basic, laid-back styles seem to be what’s working right now. The styles that come to mind are the Chukka Low, 106, Authentic, and Janoski. I’ve also noticed low-profile shoes making their way into the shoe game. I think this is what will be trending for 2010.

Are vulcanized shoes selling well in your store?

Vulcanized shoes are still doin’ the damn thing! They have been retailing well for several years. This trend is not industry-specific either. I’ve noticed it’s been cycling through the masses. I don’t think vulcanized shoes are going anywhere right now.

How have cupsole shoes been selling in 2009, and do you expect them to retail well in 2010?

Cupsole is still a category that has some weight to it. I believe all companies should continue to implement cupsole shoes in their line, since this customer is still out there. While vendors need to sustain profitability by meeting consumer demand and staying on top of trends—such as vulcanized—they also need to be more experimental and create diversity in their lines. We need more leaders and fewer followers.

Eye Of The Buyer takes an in-depth look at the buying strategies of the industry’s most influential retail buyers. This column is exclusive to TransWorld Business & a one-of-a-kind look at retail trends.