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Donne e tacchi in Italia

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Qual è l'attitudine delle italiane verso i tacchi?

Qual è l'attitudine delle italiane verso i tacchi?

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  • 1. High heel survey IT Berlin, 20/07/2012Online-survey carried out by Zalando and ResearchNow from 16th July – 18th July 2012 amongst 1,111 female participants.
  • 2. High Heel wearers andHigh Heel rejecters I love high heels and wear them 25% 25% constantly. I like to wear high heels. 5% 19% 26% I wear high heels on certain occasions. I wear high heels rather reluctantly and only when I have to. I wouldnt touch high heels with bargepole. How do you generally feel about high heels? 25% of respondents reject high heels completely N=1111 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.20/07/201208.10.2012 2
  • 3. At what height of the heel is a shoe aHigh Heel? 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) - With an average height of 10cm Italian women agree to that factrespondents30% 28%25% 20%20% 17%15% 10%10% 6% 5% 4%5% 3% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 cm At what height of the heel is a shoe defined as a high heel?20/07/201208.10.2012 3 N=1042
  • 4. 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 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=81920/07/201208.10.2012 4
  • 5. Most favorite high heel models pumps 49% wedge 42% sandals 42% boot 39% plateau 35% peeptoes 35% ankle boots 29% 0% 10% 20% 30% 40% 50% 60% Which type of high heel do you like to wear most? (Multiple answers) N=82120/07/201208.10.2012 5
  • 6. Most favorite colors for high heels black 88% beige 31% blue 23% brown 21% red 21% silver 20% gray 18% white 18% gold 13% purple 9% petrol 9% green 8% pink 8% turquoise 8% orange 5% yellow 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% What are your most favorite colors for high heels? (Multiple answers) N=82020/07/201208.10.2012 6
  • 7. Most favorite materials for high heels 80% 69% 70% 60% 50% 47% 40% 33% 30% 22% 22% 21% 20% 17% 12% 12% 10% 8% 5% 0% leather suede Patent satin textile imitation velvet silk cotton denim plastic leather leather What are your most favorite materials for high heels? (Multiple answers) N=81820/07/201208.10.2012 7
  • 8. High heels are combined with… 0% 10% 20% 30% 40% 50% 60% 70% 80% dresses 71% jeans 55% pants 51% skirts 49% mini skirts 33% blouses 31% shirts & tops 30% shorts 20% sweaters & cardigans 12% overalls 8% With what clothes do you like to combine high heels the most? (Multiple answers) N=81820/07/2012 8
  • 9. What is more crucial,appearance or comfort? Heavy wearers 48% 52% 40% N=558 60% appearance comfort Light wearers 24% 76% N=260 If you have to decide: What is more important for high heels? The appearance or the comfort? N=81820/07/2012 9
  • 10. Flat shoes as back up? 46% 54% yes no Do you often carry a back up pair of flat shoes with you when you are wearing high heels? N=81820/07/2012 10
  • 11. Buy those beautiful pair of high heelsalthough they are pretty uncomfortable? 34% 66% yes no Do you sometimes buy a pair of high heels because they are simply beautiful although they are also uncomfortable? N=81820/07/2012 11
  • 12. Doctors advice important? Heavy wearer 18% 19% 82% N=558 81% Light wearer 22% yes no 78% N=260 14% of the respondents had an accident or have injured themselves because they worn Would you give up wearing high heels on the advice of your doctor? high heels. N=818 Did you ever had an accident or injured yourself because you were wearing high heels? N=81820/07/2012 12
  • 13. High heel situations appropriate situations Inappropriate situations on festive occasions 77% 1% at a night out 75% 1% on a date 62% 1% for dancing 33% 7% in the job 21% 14% when shopping 14% 22% when going for a walk 13% 20% as soon as I leave the house 10% 4% even in the rain 8% 29% when driving a car 5% 35% shopping at the supermarket 4% 42%even when there is snow and ice 2% 64% at home 1% 50% on the playground 1% 59% cycling 1% 67% cleaning 1% 78% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% In what situations do you find it appropriate to wear high heels? (Multiple answers) N=1072 20/07/2012 In what situations do you find it totally inappropriate to wear high heels? 13 (Multiple answers) N=1070
  • 14. Is it okay if… …the woman wearing high heels is taller than the man? 49% 51% yes no Is it okay if the woman wearing high heels is taller than the man? N=107020/07/2012 14
  • 15. Victoria Beckham and high heels. „I can‘t concentrate in flat shoes!“ In high heels I could barely concentrate on The sentence 11% just walking and nothing could have else! been mine! 7% Sometimes I also It does not matter if I prefer wearing high wear high or flat heels to feel more 60% shoes, I can confident and secure. 22% concentrate anywhere and anytime.20/07/2012 15
  • 16. Does wearing high heels change the appearance? „If I wear high heels I : „Women wearing high heels appear…“ feel…“ 0% 10% 20% 30% 40% 50% 60% 70% 0% 20% 40% 60% 80% 100% elegant 63% sexy 67% sexy 59% elegant 58% stylish 20% more confident 20% taff und schlagfertiger 18% more stylish 18% thougher and more quick-witted 17%thougher and more quick-witted 13% samely like wearing flat shoes 12% superficial 8% no 6% not smart 8% unconfident 3% chumming 0% Does wearing high heels change your feeling and appearance? Would you say women wearing high heels appear... N=816 N=25220/07/2012 16
  • 17. Revolutionary high heel inventions: An adjustable heel 48% High heels with massage function 39%A high heel that allows you to walk safely even in 24% icy conditions A high heel that walks for me 19% A high heel that changes colors 8% other 4% A high heel with light for dark nights 1% A high heel with navigation function 1% 0% 10% 20% 30% 40% 50% What would be a revolutionary invention for high heels? N=81620/07/2012 17
  • 18. Demographics Age 60 years or older 6% 50 – 59 years 17% 40 – 49 years 25% Education 30 – 39 years 25% Nessun diploma 0% 20 – 29 years 26% Corso die abilitazione 3% professionale19 years or junger 2% Laurea 33% 0% 5% 10% 15% 20% 25% 30% Diploma 54% Scuola media 9% Scuola elementare 1% 0% 10% 20% 30% 40% 50% 60%20/07/2012 18

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