He is thin, well postured and wears a fine suit and silk tie. His shoes, of course, are high quality. They are shined.
He is the Shoe Salesman, a man from another era. Proud, maybe arrogant, certainly fussy about footwear, he treats you, his customer, with respect and wants you to walk away in style and comfort.
You are seated when the Shoe Salesman approaches. He is polite and professional. You notice he moves well. There is some discussion about what you need and want. He makes suggestions and you tend to agree with him.
Now he must measure your feet.
The Shoe Salesman pulls up a specially designed bench that allows him to sit and you to put a foot up so he can place a shoe on it. But that comes a little later, after the measurement, which is done using a device that looks as if it belongs in his hands. He can move it about easily, flipping it to measure either your right or left foot.
On his request, you stand for the measurement. He moves the calibrators, touches your big toe, presses the foot flat and – regardless of what size you see on the device – tells you what size you should wear.
Using the information from your earlier discussion with the Shoe Salesman, he goes into the back to get your shoes. A moment later he returns with three or four boxes. There are different styles and even different sizes, just in case his measurement is off.
The Shoe Salesman puts down all but one box. He holds it in his left hand, gracefully removes the lid and secures it underneath the box. There is a “fliff, fliff” sound as the Shoe Salesman deftly pushes aside the two pieces of tissue covering the shoes. You notice how good the shoes look.
He sits on his bench and takes one shoe from the open box. Then, in a move that would humble a magician, the Shoe Salesman produces a silvery shoehorn from somewhere. You are not certain from where. He manipulates the shoehorn and the shoe glides silently onto your foot with minimal friction.
The Shoe Salesman ties the laces like you never could. He repeats all this for the second shoe and asks you to stand. With your foot inside the shoe, he uses his thumb and forefinger to squeeze the tip of the shoe. This is to judge the distance, if any, from the top of your big toe to the leather in front. The Shoe Salesman decides if it’s enough.
He asks you to walk, which you do. He watches you closely. He asks questions.
You try on another pair or two and, upon the recommendation of the Shoe Salesman, make a decision. He expresses delight at your choice and while boxing up the shoes asks if you need socks. You say no, and then a point of importance is mentioned: Do you need shoe trees?
Cedar shoe trees: $25
The shoe trees, he explains, are vital to the care and life of shoes. They allow the shoes to hold their shape and help to disperse odor. They come in plastic, but those are not recommended. You should only buy cedar, the Shoe Salesman advises, even if they are expensive.
With a degree of embarrassment, you decline the shoe trees. There is a look of disappointment on the face of the Shoe Salesman. This detracts from the near joy of the shoe purchasing experience. Something in you wants to make the Shoe Salesman happy, and you seemed to have failed at that.
But the Shoe Salesman rallies and the transaction finishes in upbeat fashion. There is a request that you visit again soon.
A pair of $2,000 shoes
The Shoe Salesman may still exist at fine men stores where shoes sell for the price of a good suit. There was a time, however, when they were found in main street establishments and in family department stores like Sears.
It takes dignity, a reasonable salary and longevity to produce the kind of service described here. It is unfortunate these things were severed from shoe sales decades ago. So today, we are accustomed to what would have been an unacceptable horror in 1960: We must try on our own shoes and judge for ourselves whether or not they fit. In the entire shoe department, it may be impossible to find anything even resembling a rudimentary shoehorn.
Like in restaurants where we must serve and clean up after ourselves, we are pretty much on our own in the shoe department.
This is the American economy, a place sucked dry of everything deemed unessential. Remarkably, without someone trying to sell you shoes, the shoes manage to get sold. This is the miracle of our time. In a society where labor is horribly undervalued and skills like those of the Shoe Salesman will never be properly rewarded, the American public has been trained to supply free labor that previously was paid for.
How did this happen? Damned if I know. Perhaps it’s the results of global markets and the ability of foreign people with lower living standards to produce things once produced by those in countries with higher standards of living.
But I think it’s also related to the predatory nature of our society championed by corporations that want to keep an increasingly larger portion of their revenue. They succeed at this in the absence of any morality requiring a more even distribution of wealth, and with no market forces pushing up wages.
When Henry Ford needed to ramp up production on his new assembly line in order to meet the swelling demand for his cars, he famously boosted wages to $5 a day, an unheard of rate. Slyly, that rate was enough so all his employees could afford cars.
Today there are legions of undervalued workers, many at multi-billion dollar companies such as Walmart and Amazon, who cannot afford an automobile. As long as cars and other American products are purchased by consumers in the global market, this presumably doesn’t matter. It does, however, create instability, conflict and adds stress to government.
A shoe salesman attends to a customer in 1955
I say this not because I am a Bleeding Heart Liberal. I say this not because I want to penalize private enterprise. Rather, I say this because I am a person who once enjoyed purchasing a pair of men’s shoes and would like very much to someday enjoy that experience again.
By Lanny Morgnanesi
NotebookM 