Celebrate 10 years of MORE with Stephanie Morffi, owner of Allentown's STEP in 4 MOR. Opening the shop when she was just 21 years old, Morffi has provided the Valley with on-trend shoes, clothing and accessories for an entire decade. She's sharing what's next for the store and what's on trend this fall!
Stephanie Morffi
Owner
This year, STEP in 4 MOR celebrates 10 years in business! Tell us what that means to you.
I know it may sound cliché when I say this, but it is honestly really hard to put into words how grateful I am. I feel honored that I have so many loyal customers that have shopped at STEP in 4 MOR since day one. Their continued patronage is why I am thriving in this day and age and why I love what I do. It issuch a great feeling when I have a new customer come in and tell me that a friend referred them to my store or that they saw a pair of shoes on a stranger and had to find out where they bought them. I cannot wait to meet my future customers and have them discover STEP in 4 MOR. I want new customers to see firsthand our great customer service, unique footwear and comfy clothing fit for any age and budget.
How has the shop evolved over the past decade?
Wow, a decade, that really hits home when I hear those words. When I first opened my store, I primarily focused on fashion-forward footwear. But as time went on, I realized my customers wanted affordable, comfortable footwear that is unique but still versatile. While high heels are gorgeous, they are not practical. We gear more towards low wedges, chunky heels and comfy flats. We even carry a fashionable orthopedic brand called Vionic, which flies off the shelves so quickly that I often reorder them multiple times a week. We also added several brands of affordable clothing, perfect for lounging or working out.
You started the shop when you were 21 years old. Looking back, does that seem crazier to you now than it did at the time?
Yes, it definitely seems crazier now. When I was 21 years old, I did not realize how much work went into starting a business from the ground up, but I dove in headfirst and never looked back. I did not realize how many hats you have to wear as an entrepreneur: advertising, marketing, selecting inventory, merchandising, sales, accounting, bookkeeping, managing employees and more. The hard work is all worth it when you see the joy your customers get on their latest purchases. Looking back now, I think I was highly ambitious to open my own business at the young age of 21, fresh out of college. But I am really proud of how long I have been in business and [how much I have] learned over the past 10 years.
What other items continue to fly off the shelves?
A few brands of footwear that we have carried since the beginning—because we started to have a huge following for them. One is called Me Too; they are known for their memory foam footbeds that are unbelievably comfortable. Another popular brand is Johnston & Murphy, which has been around since 1850, showing a lot about the company. J&M is known more for their men's footwear, but in 2008, right around when I opened, they launched their women's collection and it has been a huge hit. For our clothing, Z Supply and Beyond Yoga are hard to keep in stock. There have been times when we sell out within a day or two of receiving them. Beyond Yoga is made in the U.S. and allows stores like mine to order one of anything from their line, so we reorder from them often. We also do trunk shows with these popular brands, allowing our customers to see the collection in its entirety, and they can special order any item.
What products or brands does the store carry that readers might be surprised to learn about?
Most readers assume we have just shoes, but clothing—or, more specifically, athleisure and casual wear—is at least half of what we sell. We have some great athletic-wear brands such as Beyond Yoga and Alo Yoga that can easily be worn from barre to brunch or workout to chill out. We also have an amazing casual-wear line called Z Supply that has been flying off the racks because of their super-soft fabrics and low prices. I also think readers assume we have extremely high-end prices, but our tees/tops start at only $30, and our footwear starts at around $40. We really have a great range of prices, especially for the quality that we aim to carry.
STEP in 4 MOR delivers? Tell us about that!
Technology has really changed the way we shop. In order to keep up with the times, I felt we needed an online store in addition to our storefront. A little over two years ago, I designed and created an e-commerce site. Now, customers can not only see the products we carry, but also purchase them to be delivered. Or, if they are local, they can choose the free in-store pick-up option. It has been an awesome addition because customers see our posts about new arrivals on social media and can buy them immediately on our website.
What's on trend this fall?
This season, athleisure, ankle booties and oversized sweaters are majorly on trend. Athleisure as everyday wear is becoming more and more prevalent. It is comfortable, it is easy and who doesn't want to wear comfy leggings all day? It is also spilling over into the footwear industry. Classic designers such Eileen Fisher and Johnston & Murphy are creating slip-on sneakers in lush suedes or metallic patent leather to jazz them up. One trend I am most surprised about this year is floral print in the fall. A lot of designers are doing floral patterns with fall colors, such as purple, olive, rust and deep navy. Tall boots are hard to find this year because it is all about the low-heeled ankle booties. Pair them with an oversized sweater and comfortable leggings, and you'll be set for the season.
What are your business goals for the next 10 years?
Our short-term goals are to celebrate BIG next month with all of our customers! We are having a three-day event on November 8, 9 and 10, with free giveaways, tons of raffles and, of course, bubbly! We hope readers will come join us in our celebration—the more the merrier.
Our long-term goals are to continue to grow our customer base and become a staple store in the Lehigh Valley. We want people to think, I need a new pair of comfy flats, or wonder what's in style this season, [and say] let's go check STEP in 4 MOR. We want our customers to think, I am headed on vacation and need a versatile layering piece for the plane, STEP in 4 MOR will have it. Overall, we want our current customers and new customers to see we have great products at affordable prices and provide awesome customer service. We also hope to grow our online presence, so if it is a crazy snow day, customers can still get their shoe fix for the day.
1823 W. Allen St., Allentown | 610.432.1183 | stepin4mor.com
