Debenhams Reports Women Getting Cold Feet Over Growing Foot Print
Released on: August 03, 2011, 6:52 pm
Debenhams has revealed new research which suggests the female
foot is getting bigger across the UK.
With sales soaring, demand for size nine shoes has sparked a massive 80% increase in
stocks at the department store.
But despite the growing trend, 82% of size eight and nine customers say they are
ashamed of their shoe size, ironically most blokes in the UK are a size nine.
Merchandisers at the department store thought something was afoot when it was
revealed that 67% of all size nines sold, are bought online as opposed to in store.
Carie Barkhuizen, Debenhams Spokesperson, said: "Buying shoes online can be a
tricky feat which is why we decided to ask women why they were shopping behind
closed doors. We were surprised to learn a case of cold feet was behind it all.
"It's even more surprising when you consider the host of celebrity women like
Michelle Obama and Nicole Kidman proudly stepping out on their larger paws."
When asked to identify what part of shopping for shoes in store they found
particularly uncomfortable, 64% said it was asking the shop assistant for their size
and 36% said they hated taking their shoes off in public.
The survey also revealed that 47% of women had lied to their partners and friends
about their shoe size.
To help combat this embarrassment, Debenhams has instructed stores to put more size
eight and nine stock out on the shop floor for women to help themselves to.
Women needn't feel alone however, the average female shoe size has increased by one
and a half sizes over the last 10 years; from four and a half in 1990 to a size six
in 2011, and larger sizes are increasingly in demand.
The change is attributed to women's feet becoming broader rather than longer which
experts believe may be due to an increase in average body weight as women grow
Demand for size nines was highest in Dublin, followed by London, Birmingham, Glasgow
Carie Barkhuizen continued: "If the current trend continues, then we will start
stocking women's shoes in size ten and eleven too.
"Shoes with high heels,
such as stilettos in larger sizes, have to be made much stronger with sturdier load
bearing points, able to cope with greater levels of stress and wear.
"The materials and techniques now available means that the majority of shoes can
made strong and comfortable enough in larger sizes which would have been
unimaginable just ten years ago."
Celebrity women with larger feet include; Nicole Kidman (size 9), Jerry Hall (8),
Paris Hilton (9), Michelle Obama (9), Kate Winslet (9) and Geena Davis (9.5).
Debenhams is a leading department stores group with a strong presence in key product
categories including womenswear, men's fashion, kid's shoes, kid's designer wear,
home and health and beauty.
Debenhams is the second largest department store chain in the UK.
Debenhams operates 161 stores in the UK and Republic of Ireland. Debenhams also has
61 international franchise stores in 24 countries and six Magasin stores in Denmark.
Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda
Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry
Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer,
Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew
33 Wigmore Street
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