Canadian Retailer - Winter 2014 - 25
DIFFERENT IS
THE BRAND
Fluevog Shoes delivers unique
shoes in unique stores
BY ROBERT PRICE
A SIGN hanging near the entrance carries the store's
motto: "Unique soles for unique souls."
The store is Fluevog Shoes, a shoe designer and retailer based in B.C. that has extended itself to 18 stores
across North America, including this store in Toronto's
historic Distillery District. The door opens and a family
enters the already crowded store. The mother walks
straight ahead to browse the women's shoes. The father,
seeing the sign on the counter that says, "Photography
Welcome," pulls out his phone and takes a photograph
of a shoe that has a piano leg for a heel.
From the look on his face, it's probably one of the most
inventive shoes he's ever seen, in a store that's probably
one of the most unique shoe stores he's ever entered.
It's the shoes
Fluevog Shoes is the child of John Fluevog, who has
been a shoe retailer and designer for more than forty
years. The chain began as a one-store operation and expanded to include shoe design. For years, Fluevog has
had a reputation for edgy, alternative designs, but more
recently the shoe designs have taken a more downmarket style-formal, but still with that Fluevog flare
that John Fluevog says distinguishes the shoes he designs from other footwear on the market.
"A Fluevog shoe has a personality, number one. They
look like Fluevog shoes. That means they don't look like
other people's shoes," he says.
The cult following that has risen up around Fluevogs-fans call themselves Fluevoggers-like the way
the shoes make them stand out in a crowd. "It's the shoe
that drives the unique feeling a wearer gets when they
wear them. It's that gentle interplay between not too far
out, yet different."
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25
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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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