An online survey of over 3,000 women in France, Germany and Italy was conducted to understand preferences and attitudes regarding high heels. Some key findings include: 1) Pumps were the most popular high heel style among respondents in all three countries. 2) Opinions varied on what heel height constitutes a high heel, with responses ranging from 1 cm to 20 cm. 3) On average, women owned 15 pairs of shoes total, with 8 being high heels, and the most expensive pair costing around 110 euros. 4) Leather was the most preferred material for high heels across France, Germany and Italy.

1. High Heel survey
country comparison
Berlin, 23/07/2012
Online-survey carried out by Zalando and ResearchNow from 16th July – 18th July 2012 amongst 3,264 female participants.

2. High Heel wearers and
High Heel rejecters
7%
33% 24%
14% 22% I love high heels and wear
them constantly.
I like to wear high heels.
36% 10%
22%
6% I wear high heels on certain
26%
occasions.
I wear high heels rather
25% 25% reluctantly and only when I
have to.
5% I wouldn't touch high heels
19% 26%
with bargepole.
How do you generally feel about high heels?
08.10.2012 2

3. At what height of the heel is a shoe a
High Heel?
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)
FR: 17% agree
DE: 25% agree
IT: 28% agree
respondents
30%
25%
20%
France
15%
Germany
10% Italy
5%
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?
20/07/2012
08.10.2012 3

4. Shoes and High Heels at home
An average:
The most
Shoes at High heel of
expensive
home… these…
pair cost…
15 8 108,90€
28 9 112,92€
22 16 142,26€
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?
20/07/2012
08.10.2012 4

5. Most favorite high heel models
Ranking
1. Pumps 53% Pumps 67% Pumps 49%
2. Wedge 42% Wedge 30% Wedge 42%
3. Boots 42% Sandals 27% Sandals 42%
4. Sandals 41% Ankle boots 25% Boots 39%
5. Ankle boots 38% Peeptoes 23% Plateau 35%
6. Plateau 27% Boots 19% Peeptoes 35%
7. Peeptoes 26% Plateau 19% Ankle Boots 29%
Which type of high heel do you like to wear most?
(Multiple answers)
20/07/2012
08.10.2012 5

6. Most favorite colors for high heels
94% 90% 88%
Ranking
black black black
brown brown beige
34% 22% 31%
beige red
blue
33% 21% 23%
grey grey brown
31% 19% 21%
red
22% 19% beige 21% red
white
19% 15% blue 20% silver
silver white
16% 15% 18% grey
gold pink
10% 7% 18% white
purple
10% blue
7% 13% gold
pink
7% 6% silver
9% purple
purple
7% 6% turquoise 9% petrol
turquoise
6% 5% green 8% green
petrol
5% 5% petrol 8% pink
orange
3% 5% gold 8% turquoise
green
3% 3% orange 5% orange
yellow
2% 3% yellow 4% yellow
What are your most favorite colors for high heels?
(Multiple answers)
20/07/2012
08.10.2012 6

7. Most favorite materials for high heels
1. Leather 74% Leather 82% Leather 69%
2. Patent Leather 41% Suede 39% Suede 47%
3. Suede 30% Imitations lether 24% Patent leather 33%
4. Imitations lether 30% Patent Leather 16% Satin 22%
5. Textile 18% Textile 13% Textile 22%
6. Velvet 15% Velvet 9% Imitation leather 21%
7. Plastic 15% Satin 8% Velvet 17%
8. Denim 12% Cotton 7% Silk 12%
9. Satin 11% Denim 5% Cotton 12%
10. Cotton 10% Plastic 5% Denim 8%
11. Silk 7% Silk 5% Plastic 5%
What are your most favorite materials for high heels?
(Multiple answers)
20/07/2012
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8. High heels are combined with…
0% 50% 100% Ranking
0% 50% 100% 0% 50% 100%
dresses 80% dresses 82% dresses 71%
jeans 65% shirts&tops 39% jeans 55%
skirts 58% jeans 24% pants 51%
pants 56% pants 16% skirts 49%
tops 38% blouses 13% mini skirts 33%
sweaters & sweaters &
cardigans 30% 9% blouses 31%
cardigans
mini skirts 29% skirts 8% shirts & tops 30%
blouses 28% mini skirts 7% shorts 20%
sweaters &
shorts 20% shorts 5% 12%
cardigans
overalls 15% overalls 5% overalls 8%
With what clothes do you like to combine high heels the most?
(Multiple answers)
20/07/2012
08.10.2012 8

9. What is more crucial,
appearance or comfort?
40%
60%
26%
40%
appearance
60%
74% comfort
If you have to decide: What is more important for high heels? The appearance or the comfort?
20/07/2012 9

10. Flat shoes as back up?
38%
62%
24%
Ja Nein
46%
54%
76%
Do you often carry a back up pair of flat shoes with you when you are wearing high heels?
N=679
20/07/2012 10

11. Buy those beautiful pair of high heels
although they are pretty uncomfortable?
49%
51%
Ja Nein
34%
41%
59%
66%
Do you sometimes buy a pair of high heels because they are simply beautiful although they are also uncomfortable?
N=679
20/07/2012 11

12. Doctor's advice important?
49%
51%
19%
41%
Ja Nein
59%
81%
Would you give up wearing high heels on the advice of your doctor?
N=679
20/07/2012 12

13. High heel situations
Top 3
appropriate situations Inappropriate situations
on festive occasions 77% cycling 76%
at a night out 69% cleaning 74%
on a date 63% on the playground 70%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
on festive occasions 83% cleaning 85%
at a night out 75% cycling 81%
on a date 60% on the playground 79%
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
cleaning
on festive occasions 77% 78%
at a night out 75% cycling
67%
on a date 62% even when there is snow and…
64%
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)
20/07/2012 In what situations do you find it totally inappropriate to wear high heels?
13
(Multiple answers)

14. Is it okay if…
…the woman wearing high heels is taller
than the man?
39%
61%
20%
yes no
49%
51%
80%
Is it okay if the woman wearing high heels is taller than the man?
20/07/2012 14

15. Victoria Beckham and high heels.
„I can‘t concentrate in flat
shoes!“
In high heels I could
27% barely concentrate on
just walking and nothing
else!
2% 16%
The sentence 11%
could have
been mine!
5% 7% It does not matter if I
wear high or flat
shoes, I can
concentrate anywhere
Sometimes I also and anytime.
prefer wearing high 53%
heels to feel more 18%
confident and secure.
13% 66%
22% 60%
20/07/2012 15

16. Revolutionary high heel inventions
Top 2 anwers:
An adjustable heel 50%
High heels with massage function 40%
0% 20% 40% 60% 80% 100%
An adjustable heel 54% An adjustable heel 48%
High heels with massage 39%
High heels with massage function 46%
function
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
What would be a revolutionary invention for high heels?
N=674
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