High Heel surveycountry comparison

Berlin, 23/07/2012

Online-survey carried out by Zalando and ResearchNow from 16th July – 18th July 2012 amongst 3,264 female participants.

10% 22%

26%

7%

36% I love high heels and wear them constantly.I like to wear high heels.I wear high heels on certain occasions.I wear high heels rather re-luctantly and only when I have to.I wouldn't touch high heels with bargepole.

High Heel wearers and High Heel rejecters

10.04.2023

How do you generally feel about high heels?

2

7%25%

22%14%

33%

25%

26%19%

5%

25%

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%

FranceGermanyItaly

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

10.04.2023

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

FR: 17% agreeDE: 25% agreeIT: 28% agree

cm

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

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

20/07/2012 3

respondents

10.04.2023

About how many pairs of shoes do you own in total?How many of these are high heels?

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

Shoes and High Heels at homeAn average:

20/07/2012 4

Shoes at home…

15

28

22

High heel of these…

8

9

16

The most expensive pair cost…

108,90€

112,92€

142,26€

10.04.2023

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

Most favorite high heel models

20/07/2012 5

Ranking

Pumps 53%Wedge 42%Boots 42%Sandals 41%Ankle boots 38%Plateau 27%Peeptoes 26%

Pumps 67%Wedge 30%Sandals 27%Ankle boots 25%Peeptoes 23%Boots 19%Plateau 19%

Pumps 49%Wedge 42%Sandals 42%Boots 39%Plateau 35%Peeptoes 35%Ankle Boots 29%

1.

2.

3.

4.

5.

6.

7.

black

red

silver

grey

white

purple

petrol

green

pink

turquoise

orange

yellow

10.04.2023

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

Most favorite colors for high heels

20/07/2012 6

Ranking94%34%33%31%22%19%16%10%10%7%7%6%5%3%3%2%

90%22%21%19%19%15%15%7%7%6%6%5%5%5%3%3%

88%31%23%21%21%20%18%18%13%9%9%8%8%8%5%4%

red

white

silver

gold

blue

pink

purple

turquoise

petrol

orange

green

black

brown

beige

grey

yellow

pink

purple

silver

turquoise

green

petrol

orange

gold

yellow

black

brown

beige

red

grey

blue

white

beige

blue

brown

gold

10.04.2023

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

Most favorite materials for high heels

20/07/2012 7

Leather 74%

Patent Leather41%

Suede30%

Imitations lether30%

Textile18%

Velvet15%

Plastic15%

Denim12%

Satin11%

Cotton10%

Silk7%

Leather82%

Suede39%

Imitations lether24%

Patent Leather16%

Textile13%

Velvet9%

Satin8%

Cotton7%

Denim5%

Plastic5%

Silk5%

Leather69%

Suede47%

Patent leather33%

Satin22%

Textile22%

Imitation leather21%

Velvet17%

Silk12%

Cotton12%

Denim8%

Plastic5%

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

Ranking

10.04.2023

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

High heels are combined with…

dresses

jeans

skirts

pants

tops

sweaters & cardigans

mini skirts

blouses

shorts

overalls

0% 40%80%

80%

65%

58%

56%

38%

30%

29%

28%

20%

15%

20/07/2012 8

dresses

shirts&tops

jeans

pants

blouses

sweaters & cardigans

skirts

mini skirts

shorts

overalls

0% 50% 100%

82%

39%

24%

16%

13%

9%

8%

7%

5%

5%

dresses

jeans

pants

skirts

mini skirts

blouses

shirts & tops

shorts

sweaters & cardigans

overalls

0% 20% 40% 60% 80%

71%

55%

51%

49%

33%

31%

30%

20%

12%

8%

40%

60%

40%

60%

20/07/2012

26%

74%

appearancecomfort

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

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=679

76%

24%

10

62%

38%

Ja Nein

54%

46%

20/07/2012

59%

41%

Do you sometimes buy a pair of high heels because they are simply beautiful although they are also uncomfortable? N=679

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

11

51%49%

Ja Nein

66%

34%

20/07/2012

59%

41%

Doctor's advice important?

Would you give up wearing high heels on the advice of your doctor?N=679

12

51%49%

Ja Nein

19%

81%

20/07/2012

on a date

at a night out

on festive occasions

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

63%

69%

77%

on the playground

cleaning

cycling

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

70%

74%

76%

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

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

appropriate situations Inappropriate situations

High heel situationsTop 3

13

on a date

at a night out

on festive occasions

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

60%

75%

83%

on the playground

cycling

cleaning

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

79%

81%

85%

on a date

at a night out

on festive occasions

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

62%

75%

77%

even when there is snow and ice

cycling

cleaning

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

64%

67%

78%

20/07/2012

80%

20%

Is it okay if…

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

14

61%

39%

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

yes no

49%52%

2%11%

20/07/2012

„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.

Victoria Beckham and high heels.

5%

16%

13%

15

18%

7%

22%

53%

60%66%

27%

High heels with massage function

An adjustable heel

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

46%

54%

20/07/2012

Revolutionary high heel inventionsTop 2 anwers:

What would be a revolutionary invention for high heels?N=674

16

High heels with massage function

An adjustable heel

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

40%

50%

High heels with massage function

An adjustable heel

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

39%

48%