Faith heads upmarket with new look to fend off rivals

The shop, in Exeter’s newly opened Princesshay scheme, was designed by consultancy Dalziel + Pow, which was briefed to create an interior environment that would look and feel more upscale, but with pricing kept at mid-market levels.

“The footwear market has been squeezed by the value players, such as Primark and New Look, all launching shoe ranges and we needed to differentiate ourselves,” said Faith chairman Steve Cotter.

“We increased our prices slightly, introduced more designer ranges and overhauled the look of the store.”

The store entrance has been made wider than in other branches and the windows are smaller. A promotional stand is set back from the entrance. “We decided that we didn’t need that many shoes in the windows and the wider entrance would draw in more customers,” said Cotter. “The stand is useful to reinforce the brand and show what’s being talked about that week.”

Inside the store, wooden shelving and spotlights sit alongside graphics featuring paparazzi-style shots. Smoked-glass screens are used to differentiate the designer ranges and the store also incorporates men’s footwear and accessories.

Property agency Savills is advising Faith on its roll-out. Director Nick Symons said: “The new Faith stores look fantastic and we’re now busy finding new locations, with Derby next to open in October.

“Landlords have been enthusiastic about the new concept and having Faith next door to Hobbs, for example, in Exeter is a sign the brand has been taken more upmarket.”