Fashion Vs. Comfort: 48% of American Women Say They Don't Want to Feel The Burn Caused By Stylish Shoes

EXTON, Pa., May 11 /PRNewswire/ -- When it comes to wearing trendy, stylish shoes, many women are weary about the potential foot pain and discomfort vogue footwear can cause. In fact, a new survey released by KIWI® Shoe Care, part of Sara Lee Food & Beverage, has found that almost half of American women (48%) would categorize themselves as "prudent chic" – trying hard to find a balance between style and comfort.

Finding comfortable, dressy shoes to wear to work or for an evening out can be difficult, at best, especially in the summer months with strappy sandals and flip-flops being shoe wardrobe staples. Another 43 percent of women don't even bother with fancy footwork, preferring to be the "jeans and sneakers" type to avoid worrying about foot pain. Only eight percent of the women surveyed admitted to braving all shoes with a "no pain no gain" mentality toward fashionable footwear.

"Historically, women have gone to great lengths for style, enduring foot pain in the name of wearing fashionable shoes," said Martin Lind, President of Household & Beverage for Sara Lee Corporation. "Today's multi-tasking women want style and comfort all in one shoe.

KIWI is committed to helping customers put their best foot forward – there are a variety of ways women can look and feel confident in stylish shoes without wearing sneakers every day and without enduring foot pain."

KIWI recommends women take the following steps to protect their feet:

• Break 'em in. Women should wear their heels around the house for an afternoon  - especially if they are brand new. This allows women to notice problems, like blister areas, before they become painful – and helps women take the necessary steps to correct any issues before wearing the shoes in public.
• Don't feel the burn. Women don't have to experience that horrible burning sensation in the balls of their feet and heels. KIWI recommends women pick up some insoles for their shoes to provide extra cushioning and enhanced comfort to those sensitive pain points in the feet.
• Fill the gap. If one's foot is constantly sliding down her shoe, jamming her toes in the point, and creating a gap between the back of her shoe and her heel, her shoes don't fit. Women can place heal liners in the backs of their shoes to help fill the gap between the heel and the back of the shoe – keeping her foot in place and minimizing toe pain.
• Always have backup. Women should keep a pair of trusty sneakers or flats handy in the event that they truly can't make it through the rest of the day in heels. Her feet will appreciate the break!

For additional tips on protecting and caring for your feet or for more information on KIWI® SMILING FEET®, KIWI's comfort line of clear gel shoe inserts, please visit www.KIWISmilingFeet.com.  

Survey Methodology

KIWI Shoe Care's survey results represent the findings of a telephone survey conducted among a national probability sample of 507 women 18 years of age and older, living in private households in the continental United States. Interviewing for this CARAVAN® Survey was completed during the period March 11-14, 2010.

About Kiwi

Since 1906, KIWI has viewed shoes as a key part of personal grooming and its products as an important part of projecting a certain image to the world.  This belief remains true today as KIWI is now sold and marketed in almost 200 countries worldwide.  As an integral brand within Sara Lee Corporation's Household & Beverage Division since 1984, KIWI remains the world's number one shoe care brand offering Show Polish, Cleaners, Insoles and Shoe Laces. For more information on KIWI, visit www.kiwicare.com.

About Sara Lee Corporation

Sara Lee Corporation (NYSE: SLE).  Based in Downers Grove, Ill., Sara Lee Food & Beverage develops and markets many of the world's favorite high-quality baked goods, packaged meats and coffee.  Leading brands and products include Sara Lee fresh breads, frozen desserts and deli meats, Hillshire Farm lunch meats, Jimmy Dean sausage and breakfast foods, Ball Park franks and the Senseo single-serve premium coffee system.

SOURCE KIWI Shoe Care

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