Qual è l'attitudine delle italiane verso i tacchi?

1. High heel survey
IT
Berlin, 20/07/2012
Online-survey carried out by Zalando and ResearchNow from 16th July – 18th July 2012 amongst 1,111 female participants.

2. High Heel wearers and
High 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 wouldn't 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.
20/07/2012
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 cm high.
(source: http://www.damenschuhlexikon.de/ 07/2012)
- With an average height of 10cm Italian women agree to that fact
respondents
30% 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?
20/07/2012
08.10.2012 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=819
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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=821
20/07/2012
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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=820
20/07/2012
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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=818
20/07/2012
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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=818
20/07/2012 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=818
20/07/2012 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=818
20/07/2012 10

11. Buy those beautiful pair of high heels
although 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=818
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12. Doctor's 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=818
20/07/2012 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=1070
20/07/2012 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=252
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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=816
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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%
professionale
19 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%
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