Take This Shoe and Love It: 57% of American Consumers Say if the Old Shoe Fits, They Will Wear It

EXTON, Pa., April 12 /PRNewswire/ -- KIWI® Shoe Care, part of Sara Lee Food & Beverage, has announced new survey findings that suggest American consumers will continue to curb spending when it comes to updating their shoe closets for spring and summer. In fact, the majority (57%) of American consumers surveyed said they plan to be "frugal fashionistas" when it comes to shoe shopping this spring – if the old shoe fits, they will wear it.

"At KIWI, we are committed to helping our customers put their best foot forward and feel confidence in their everyday lives," said Martin Lind, President of Household & Beverage for Sara Lee Corporation. "Just because many of us are pinching pennies this spring, doesn't mean our shoes need to look the part. There are simple, wallet-friendly steps everyone can take to extend the life of their shoes in order to look and feel confident."

KIWI recommends consumers take the following steps to better take care of and protect their shoes:

• Clean before you polish. Dirt and other debris can easily get stuck in leather shoes. Be sure to clean your shoes and remove excess dirt and debris prior to polishing.
• Whiten your whites. White shoes can easily be rehabbed with shoe whitener. You'll be able to cover up any scuffs or dark marks, hiding all of the evidence that you nabbed those shoes from your closet, not the store.
• April showers… can ruin your shoes. You should always protect your suede and nubuck shoes before you wear them for the first time – especially shoes and boots you plan to wear in the rain. If they do end up getting completely soaked, stuff them with newspaper while they dry to help keep their shape. Always allow them to dry naturally, away from direct heat.
• Protect while storing. Don't just throw your shoes on the floor of your closet after wearing. Store leather shoes using a shoetree to help retain the shape of the leather. If a shoetree won't work (such as for strappy sandals), stuff the toecap with newspaper or tissue. Never store or dry leather shoes near direct heat.
• Travel smart. If traveling, place your shoes inside a shoe bag or wrap them in a soft material for additional protection.

For additional tips on protecting and caring for your shoes or for more information on KIWI products or where to buy them, please visit www.KIWIcare.com.

Survey Methodology

KIWI Shoe Care's survey results represent the findings of a telephone survey conducted among a national probability sample of 1,007 adults comprising 500 men and 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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