Goodbye to high heels ... and hello to training shoes
There was a time when a pair of sky-high Jimmy Choos or Louboutins were the musthave items for women wanting to put their most fashionable foot forward.
But it seems that these days, women are swapping their heels in favour of a footwear trend that is rather more comfortable.
For the first time, more women are buying trainers than heels, according to retail analysts.
The move is part of a wider trend for so-called athleisure wear, with women ditching their skirts and jeans for sports leggings, jogging bottoms and Lycra tops.
Seen as the modern equivalent of shell suits, the clothes are sported by woman doing everything from the supermarket run to heading to the office.
Mintel said that 37 per cent of women bought trainers in the past year, compared with 33 per cent who bought shoes with a heel, making them second only to flat shoes at 51 per cent.
Among those aged 35 to 44, the number buying trainers was even higher at 48 per cent. Some 43 per cent of women also said they find it hard to buy shoes that fit them well, which may have helped softer trainers overtake often rigid heels.
But while it might be assumed trainers are just a comfier – and cheaper – alternative to heels, the shoes have also become something of a fashion statement. even heel-loving celebrities such as Victoria Beckham have embraced the flat footwear, with many designers also using them in their catwalk shows.
And with fashion brands releasing designs throughout the year – often involving celebrity collaborations – it is not unusual for style lovers to spend £200 a pair.
Tamara Sender, senior fashion analyst at Mintel, said: ‘The UK sportswear market has seen strong growth in the last year and there has been a trend for consumers to integrate sports clothing into their daily wardrobes, meaning trainers have also become more popular ... overtaking heels to become the second favourite item of footwear.
‘Athletic footwear is increasingly being used for everyday non-sporting activities.
‘Women aged 35 to 44 have become the main trainer buyers, proving the trend is no longer limited to younger consumers.’
Mintel added that the boom in sales of athleisure wear does not seem to correlate with an increased desire for fitness. In a separate study, it found 52 per cent of people have bought sports clothing in the past year without any intention of taking exercise.