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  • One of a half dozen interchangeable low-to-midrange shoe stores, SoftMoc ("S&M") carries brands you know like Converse, Doc Martens, Birkenstock and Blundstone, plus a whole bunch of random house-branded items you don't. It's a funny business model, since the in-house stuff generally copies the premium-branded stock, and sells for much less. The corollary is that you get what you pay for. In S&M's case, this often seems to mean poor quality, defect-ridden, off-sized slippers or sandals or snowboots. To make things more confusing, they carry limited runs of the expensive stuff, so they rarely have my size. And while they frequently advertise "sales", pricing rarely dips below those of its competitors, including mid-range department stores and specialty brands. Bright, colourful tags notwithstanding, you're just as likely to get those sweet low top cons at little burgundy or journeys for less. Service depends entirely on who's helping you. A trip to purchase, then exchange, then return a pair of ladies' Sorels for a lady who wears Sorels resulted in conflicting information coming from at least three employees, including a manager who got it wrong. The nicest person I dealt with was the person who finally refunded my money--she was also the only one who advised that Sorels come in several different lasts, so I didn't pick the wrong boots so much as I was only shown the wrong collection. Gah! Thankfully, my SO prefers her UGGS from a different store. I spare this location from a 1-2 star rating because it's Friday afternoon, and I did come across some decent customer service (even if it was too little too late to save a purchase) and because if you catch the right person at the right time, you can stack any professional or student discounts you may have on top of the already mediocre pricing. Maybe it's not a lot, but I'll put up with indifferent service and vaguely shady merchandising to save a few bucks. At S&M, "Value" is my safe word.
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