High heel surveyIT

Berlin, 20/07/2012

Online-survey carried out by Zalando and ResearchNow from 16th July – 18th July 2012 amongst 1,111 female participants.

25%

26%19%

5%

25%

I love high heels and wear them constantly.I like to wear high heels.I wear high heels on certain oc-casions.I wear high heels rather reluctantly and only when I have to.I wouldn't touch high heels with bargepole.

High Heel wearers and High Heel rejecters

12.04.2023

How do you generally feel about high heels?N=1111

25% of respondents reject high heels completely

In the survey the respondents are differentiated into High Heel wearers and High Heel rejecters. The wearers differentiate themselves into Heavy wearers And light wearers.

20/07/2012 2

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200%

5%

10%

15%

20%

25%

30%

0% 1% 1% 1%

6% 5%

10%

17%

3%

28%

1%

20%

0% 1%

4%

0% 0% 0% 0% 1%

At what height of the heel is a shoe aHigh Heel?

12.04.2023At what height of the heel is a shoe defined as a high heel?

N=1042

- With an average height of 10cm Italian women agree to that fact

cm

High heels are defined by the fact that the heels of the shoes are at least 10 cm high.

(source: http://www.damenschuhlexikon.de/ 07/2012)

20/07/2012 3

respondents

12.04.2023

About how many pairs of shoes do you own in total?N=1077

How many of these are high heels?N=819

How much did your most expensive pair of high heels cost?N=819

Shoes and High Heels at home

In average the Italian respondents have 22 pairs of shoes at home

Of that 16 pairs are high heels

The most expensive pair of high heels cost € 142,26 an average

20/07/2012 4

12.04.2023

Which type of high heel do you like to wear most?(Multiple answers) N=821

Most favorite high heel models

ankle boots

peeptoes

plateau

boot

sandals

wedge

pumps

0% 10% 20% 30% 40% 50% 60%

28%

35%

35%

39%

42%

42%

49%

20/07/2012 5

yelloworange

turquoisepink

greenpetrolpurple

goldwhitegray

silverred

brownblue

beigeblack

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%5%

8%8%8%9%9%

13%18%18%

20%21%21%

23%31%

88%

12.04.2023

What are your most favorite colors for high heels?(Multiple answers) N=820

Most favorite colors for high heels

20/07/2012 6

12.04.2023

What are your most favorite materials for high heels?(Multiple answers) N=818

Most favorite materials for high heels

leather suede Patent leather

satin textile imitation leather

velvet silk cotton denim plastic0%

10%

20%

30%

40%

50%

60%

70%

80%

69%

47%

33%

22% 22% 21%17%

12% 12%8%

5%

720/07/2012

With what clothes do you like to combine high heels the most?(Multiple answers) N=818

High heels are combined with…

dresses

jeans

pants

skirts

mini skirts

blouses

shirts & tops

shorts

sweaters & cardigans

overalls

0% 10% 20% 30% 40% 50% 60% 70% 80%

71%

55%

51%

49%

33%

31%

30%

20%

12%

8%

820/07/2012

20/07/2012

40%

60%

appearancecomfort

If you have to decide: What is more important for high heels? The appearance or the comfort?N=818

48%52%

Heavy wearers

24%

76%

Light wearers

N=558

N=260

What is more crucial,appearance or comfort?

9

20/07/2012

Flat shoes as back up?

Do you often carry a back up pair of flat shoes with you when you are wearing high heels?N=818

54%

46%

yes no

10

20/07/2012

66%

34%

yes no

Do you sometimes buy a pair of high heels because they are simply beautiful although they are also uncomfortable? N=818

Buy those beautiful pair of high heels although they are pretty uncomfortable?

11

20/07/2012

19%

81%

yes no

18%

82%

Heavy wearer

22%

78%

Light wearer

Doctor's advice important?

Would you give up wearing high heels on the advice of your doctor?N=818

N=558

N=26014% of the respondents had an accident or have injured themselves because they worn high heels.

Did you ever had an accident or injured yourself because you were wearing high heels?

N=818

12

20/07/2012

cleaning

cycling

on the playground

at home

even when there is snow and ice

shopping at the supermarket

when driving a car

even in the rain

as soon as I leave the house

when going for a walk

when shopping

in the job

for dancing

on a date

at a night out

on festive occasions

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

1%

1%

1%

1%

2%

4%

5%

8%

10%

13%

14%

21%

33%

62%

75%

77%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

78%

67%

59%

50%

64%

42%

35%

29%

4%

20%

22%

14%

7%

1%

1%

1%

In what situations do you find it appropriate to wear high heels?(Multiple answers) N=1072

In what situations do you find it totally inappropriate to wear high heels?(Multiple answers) N=1070

High heel situations

13

appropriate situations Inappropriate situations

20/07/2012

49%52%

…the woman wearing high heels is taller than the man?

yes no

Is it okay if…

Is it okay if the woman wearing high heels is taller than the man?N=1070

14

20/07/2012

Victoria Beckham and high heels.

7%11%

60%22%

15

„I can‘t concentrate in flat shoes!“

The sentence could have been mine!

Sometimes I also prefer wearing high heels to feel more confident and secure.

In high heels I could barely concentrate on just walking and nothing else!

It does not matter if I wear high or flat shoes, I can concentrate anywhere and anytime.

20/07/2012

Does wearing high heels change the appearance?

elegant

sexy

more confident

more stylish

thougher and more quick-witted

no

unconfident

0% 10% 20% 30% 40% 50% 60% 70%

63%

59%

20%

18%

13%

6%

3%

sexy

elegant

stylish

taff und schlagfertiger

thougher and more quick-witted

samely like wearing flat shoes

superficial

not smart

chumming

0% 20% 40% 60% 80% 100%

67%

58%

20%

18%

17%

12%

8%

8%

0%

Does wearing high heels change your feeling and appearance?N=816

Would you say women wearing high heels appear...N=252

16

„If I wear high heels I feel…“

: „Women wearing high heels appear…“

A high heel with navigation function

A high heel with light for dark nights

other

A high heel that changes colors

A high heel that walks for me

A high heel that allows you to walk safely even in icy conditions

High heels with massage function

An adjustable heel

0% 10% 20% 30% 40% 50%

1%

1%

4%

8%

19%

24%

39%

48%

20/07/2012

Revolutionary high heel inventions:

What would be a revolutionary invention for high heels?N=816

17

20/07/2012

Demographics

19 years or junger

20 – 29 years

30 – 39 years

40 – 49 years

50 – 59 years

60 years or older

0% 5% 10% 15% 20% 25% 30%

2%

26%

25%

25%

17%

6%

Age

Scuola elementare

Scuola media

Diploma

Laurea

Corso die abilitazione professionale

Nessun diploma

0% 10% 20% 30% 40% 50% 60%

1%

9%

54%

33%

3%

0%

Education

18