Marketing wise - they should divide their shops into two sections.
Or two different shops.
All the ugly, sensible ones could be in one shop.
All the cute, sensible ones (and they do have some nice shoes -kitten heels, bows, less orthopedic sole on show) would be in the other shop.
Because I know that at the moment, if I pass a Hotter shop I sort of want to go in and have a look (I have awkward feet), but I'm too embarrassed that someone might see me go in there! So I never go in.
Unless I'm with my elderly aunt - who likes to shop there, then I have an excuse.
They have a good brand, but they need to rid themselves of the 'granny' image.
But I suppose they are stuck between a rock and a hard place, because it's the 'grannies' that usually have the money to buy these expensive shoes in the first place.
They are the core customer.
There is definitely a market for good quality shoes (like Hotter) for younger customers.