Case study: Schuh ‐ Clothing for Feet on the WWW

The purpose of this paper is to assess one fashion retailer’s use and implementation of a Web site. The article adopts a case study approach using Schuh, an established fashion footwear retailer operating on the high streets of the UK and Northern Ireland. Research data were collected through exploratory interviews with both the marketing director of Schuh and Marketing and PR personnel of Shoeworld, a Yorkshire based footwear retailer who have developed an electronic footwear shopping mall, and who were responsible for setting up Schuh’s Web site pages. This work also considers how other fashion retailers are currently using their Web sites. With the inclusion of Schuh, very few are using it for transactional purposes; therefore further consideration is given to why this should be the case.