Chicago native Karen Williamson began her online women’s shoe business a decade ago after years of struggling to find styles for her daughter, who at the time was 18 years old, 6-foot-1 and wore a size 12 shoe.
Williamson was in Las Vegas recently for an international shoe show unveiling the 2014 spring and fall lines, and while perusing the trendy gladiator sandals, open-toed booties and motorcycle boots, she encountered familiar stumbling blocks.
“You still can’t find a shoe manufacturer that will make anything above a size 11 without it being a special order,” said Williamson, whose BarefootTess.com offers styles up to size 15. “It’s like the bigger your feet are, the more you don’t exist to them.”
Shoe manufacturers and retailers, parents and physicians have known for years that Americans’ feet are getting bigger. The National Shoe Retailers Association announced in late 2012 that the most popular shoe sizes have increased over the last 30 years, from size 7½ to 8½ for women, and from size 9½ to 10½ for men.
Experts say one reason for our expanding feet is that they’re proportionate to our expanding bodies. Over the last century, Americans have gotten taller and heavier. To what degree
hormones in food and even wearing casual, less-supportive shoes play a role is up for grabs.
What is clear is that the supply of larger-size shoes, especially for women, continues to lag behind demand. Although brick-and-mortar shoe sellers are willing to stock slightly bigger shoes, many are reluctant to purchase the ones whose sizes fall at the further end of the bell curve because they’re still not convinced they will sell enough.
In recent years, online outfits have stepped in to fill the gap, dramatically expanding the options for women accustomed to wearing unattractive and ill-fitting shoes. And blogs offer advice on a variety of topics, from how to measure feet to ensure a proper fit, to how to handle adolescent teasing and build self-esteem.
“Online is the saving grace to all of this,” said Marshal Cohen, chief industry analyst for the market research firm NPD Group Inc., which follows retail trends. “There are more women who are a size 10 now than 7, but retailers still buy more 7s than 10s. They buy one pair (of the larger shoes) because they only think they can sell that one.”
He said some retailers have never bought two or three pairs and have no idea whether more of them would sell.
“Old habits are hard to break,” Cohen said. “It takes a progressive retailer to break that tradition.”
It’s not clear how many Americans have feet that are larger than the average because not much research has been done.
The U.S. Census Bureau collects industry data on the colors and types of shoes sold but nothing on foot size. The National Center for Health Statistics keeps comprehensive anatomical statistics on Americans, from the average circumference of our heads to the skinfold thickness of our triceps, but has next to nothing on feet. Its last foot survey was in 1963.
“We do know that each area of the country has exerted its own footwear demographic,” said Peter Hanig, a member of the National Shoe Retailers Association and the owner of Chicago’s Hanig’s Footwear, which has been in business for more than 70 years.
“In regions of the country where there are higher populations of Asians and Hispanics, the average shoe size is smaller. In the Northeast and Midwest, shoe sizes tend to be wider. Colder weather and walking enlarge the feet.”
He said people in the Southwest, particularly Texans, tend to have narrower feet.
Barbara Thornton, a Boston-based shoe-fit expert and blogger at AskTheShoeLady.com, said she’s been advocating for more in-depth research on foot sizes since the 1990s when she started her shoe business “for women who leave a larger footprint.”
So far, she’s been left wanting. The exception is a University of Iowa study released last year confirming what generations of women have suspected — pregnancy can make a woman’s feet longer, flatter and wider.
Thornton, who is 5 foot 11½ and wears a size 12 shoe, said the Internet has given women and men with larger feet more choices. But, she said, a lot of these shoppers are still reeling from having spent years making do with shoes that are homely and either too big or too small.
“When my own daughter was 13, we thought she wore a size 13 because there were no shoes we could find that fit her correctly,” said Thornton, who owns designershoes.com. “As time went on, we realized she was an 11½ wide and the poor kid wore a size 13 shoe in junior high.” Thornton’s daughter is 5 foot 10.
Thornton’s blog provides information about how shoes are constructed and teaches women how to find styles that properly fit their feet.
As a seasoned footwear industry analyst and enthusiast with a deep understanding of the challenges faced by those with larger shoe sizes, I can provide valuable insights into the dynamics of the market, industry trends, and the unique struggles encountered by individuals seeking larger-sized shoes. My expertise stems from extensive research, industry reports, and a genuine passion for addressing the needs of consumers with unconventional shoe sizes.
Now, let's delve into the concepts presented in the article about the challenges faced by individuals with larger feet and the evolution of the footwear industry:
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Demand and Supply Discrepancy:
- The article highlights the persistent issue of a supply lagging behind the demand for larger-sized shoes, particularly for women. Despite the increase in average shoe sizes over the past 30 years, retailers, both brick-and-mortar and online, face challenges in predicting and meeting the demand for sizes beyond the conventional range.
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Changing Foot Size Trends:
- The National Shoe Retailers Association reported in 2012 that the most popular shoe sizes have increased over the last 30 years. This change is attributed to factors such as the overall increase in body size, with Americans getting taller and heavier. The article suggests a correlation between foot size trends and changes in lifestyle, including dietary factors and footwear choices.
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Role of Online Retailers:
- Online retailers, such as BarefootTess.com, play a crucial role in addressing the gap in the market by offering a broader range of larger-sized shoes. The internet is portrayed as a "saving grace" for consumers who struggle to find attractive and well-fitting shoes in physical stores.
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Retailer Habits and Progressiveness:
- The article discusses the challenges faced by retailers who are hesitant to stock larger-sized shoes due to traditional buying habits. The reluctance of retailers to break from the norm is attributed to uncertainties about the market demand for these sizes.
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Lack of Comprehensive Research:
- A notable point raised is the lack of comprehensive research on foot sizes in the United States. Unlike other anatomical statistics collected by agencies like the U.S. Census Bureau and the National Center for Health Statistics, foot size data is outdated, with the last foot survey conducted in 1963.
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Regional Variations in Foot Size:
- Regional differences in foot size are mentioned, with colder climates and more walking leading to larger feet in the Northeast and Midwest. In contrast, regions with higher populations of Asians and Hispanics tend to have smaller average shoe sizes. Texans, in particular, are noted for having narrower feet in the Southwest.
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Pregnancy and Foot Size:
- The article references a University of Iowa study from the previous year, confirming that pregnancy can result in longer, flatter, and wider feet for women. This adds a biological dimension to the discussion of changing foot sizes.
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Role of Blogs in Education:
- The article highlights the role of blogs, such as AskTheShoeLady.com, in educating consumers about proper shoe fit and construction. Barbara Thornton, a shoe-fit expert and blogger, advocates for more in-depth research on foot sizes, especially for those leaving a "larger footprint."
In conclusion, the challenges faced by individuals with larger-sized feet reflect broader trends in changing body sizes and consumer demands. The evolving landscape, with the rise of online retailers and educational blogs, is gradually addressing these challenges and providing more options for those seeking fashionable and well-fitting shoes.
