Richard Shetliffe from BFA: we will always look at ways that we can support and offer guidance

The new CEO of the British Footwear Association (BFA) says his immediate focus is on meeting “as many of our members as possible to help gauge the role that the BFA has had and what that should look like in the future”. The BFA is a membership organisation comprising a network of UK-based footwear manufacturers, designers, wholesalers, service providers and retailers whose history dates to 1898.

“The key element is being relevant” – he continues – “and ensuring that we formulate a strategy that is focused on supporting and promoting the sector”. To that end, Richard reveals that some working groups are already in the pipeline, where members can voice and discuss their concerns and ideas. And the truth is that the UK industry is facing several challenges now, which perhaps brings the role of the BFA into focus.

BFA's Role

“Some [challenges] are beyond our immediate control”, admits the recently appointed CEO of BFA, “but we will always look at ways that we can support and offer guidance”.

The association has a group of authorised partners, whose businesses provide services relevant to its members in their respective fields – from lawyers and logistics to IT and technology – and regularly hosts Quarterly Footwear Forecast webinars to provide a comprehensive analysis of the economic factors affecting the footwear industry.

However, “on some of the bigger legislative challenges, we work directly with the government and lobby to ensure that the sector’s voice is heard”, Shetliffe stressed. “Ultimately, we need to create a cohesive and collaborative industry-wide community that is engaged and working together for the best interest of the industry”, he concludes.

Headwinds

Looking in detail at the main challenges of the industry, Richard points out the operational costs of ocean freight due to the ongoing conflict in the Middle East. “The cost of shipping a container from the Far East has more than tripled in the last two months”, “with normal shipping routes being extended to avoid the region, making journey times longer, coupled with a decrease in freight capacity”, he explains.

“This will ultimately lead to higher consumer prices but, in the short term, is putting real pressure on cash flow as these increases were not budgeted for. We are working with industry partners to explore alternative shipping routes and bulk shipping discounts to mitigate these costs”, he adds.

In addition, the fact that Europe is a very consolidated market, despite its diversity, makes it difficult for smaller brands to really breakthrough. “This, coupled with the effects of Brexit, means that doing business in Europe is complex and challenging”. With this in mind, BFA is “working towards building stronger relationships with European footwear associations to share best practices and collaborate on common challenges”.

Future

But there are many reasons for optimism. “The UK has always been a global leader in footwear design and technology and is a trailblazer for new trends” and its manufacturing base is renowned “for producing handmade quality products”. Overall, concludes Richard, “the sector is well-prepared to capitalise on its current strengths and continue to face market evolution directly”.