30-31 FOOT FEB10 shoe heaven:Footwear_Jan10_p30 02/02/2010 12:41 Page 31
many joints in the feet, making them painful and uncomfortable
then misshapen”.
“However the age range has got younger over recent years and
now many children seek the services of a podiatrist and chiropodist
which is extremely alarming. It can only get worse with the number
of outlets without qualified shoe fitting staff and children’s
footwear being made available for sale online or in supermarkets.
There are now over 11,000 chiropodists working in the UK and
hospital orthopaedic departments have long waiting lists - that says
it all! Children's shoes should carry a government health warning,
even if only to refer parents to seek foot health and shoe fitting
advice”.
Many shoe brands may be ambivalent about the association of
chiropodists with their fashionable image but according to Laura,
“Many see it as the way forward, others are concerned that it will
give their shoes a 'fuddy duddy' unfashionable reputation. Some innovative marketing like offering cut-price chiropody or podiatry
have even worked their marketing around this retail base with wild with a purchase of shoes may persuade some who are not totally
and wacky shoes in environmentally friendly materials giving an all sold on the idea of brand or cut price shoes – particularly
round healthy image - where in truth, they may not differ from responsible parents.
other brands”. Shoe Heaven is simply a figment of our imagination at Footwear
Today, but it could embrace some of the elements of the way the
Healthy Feet retail shoe industry will develop offering a fuller, value added
The Shoe Heaven Experience would allow people who receive experience to customers to offer a service orientation rather than a
regular attention from a podiatrist or a chiropodist to wear more focus of shifting products. It could offer employees of shoe stores a
“normal” shoes. But, brands associated with foot health are starting challenge and an opportunity and the personal attention, and
to gain profile and acceptance: There is now the Healthy Footwear quality footwear and fitting may be enough to return some shoe
Guide
www.healthy-footwearww-guide.com which is aiming to purchasers to the high street from the super highway where they
encompass footwear that will meet stringent criteria. This Guide do their Internet shopping for footwear.
hopes to raise awareness of the problems people will face in later If you would like to add your views to the discussion on Shoe
life if they don't look after their feet in their youth. Heaven, or suggest another topic that you would like to be explored
There are brands like D.B. and Cosyfeet that are catering to within the editorial pages of Footwear Today, please email
difficult to fit feet, then there are brands like Van Dal, Clarks, Josef
cheryltayloreditor@googlemail.com, or call 01622 862962.
Seibel, Padders, Ecco, Hotter etc. who provide more mainstream
footwear, but offer fittings and quality materials. Contact: Laura West, The Society of Shoe Fitters,
The availability of the Shoe Heaven Experience may not be Email:
secretary@shoefitters-uk.org
accepted by those with limited education or money, although Web:
www.shoefitters-uk.org Tel: 01953 851171
www.footweartoday.co.uk FEBRUARY 2010
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FOOTWEAR TODAY
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