Narrow Shoe Fittings Pose Problems

Press, Volume XCIX, Issue 29272, 2 August 1960, Page 2

Narrow Shoe Fittings Pose Problems

Why can women not buy narrow fitting shoes? Manufacturers say they will make them if required. Shoe shop proprietors say they will have them made if they are asked. Yet every day numerous women in Christchurch who take a double A or narrower shoe fitting trudge the streets fruitlessly searching for a pair of shoes.

It appeared that retailers were not willing to' take the risk of having shoes on their hands when fashions changed, and that many assistants were not taking the trouble to satisfy the customer, said an unsatisfied customer, who takes a triple A fitting. A director of a Christchurch shoe manufacturing firm said that his factory had lasts for every line of shoe they produced, up to a double A fitting. In some more conservative styles, they could make triple A fittings. “We have no inquiries for fashion shoes in the narrower fittings,” he said. Analysis of sales records showed that in one fashion shoe line, only four pairs of double A fitting were sold, compared with 200 of A fitting, 1700 of B and 1800 of C. A more conservatively styled shoe, on the other hand, sold 100 pairs of double A, 250 pairs of A, 1700 of B, 1600 of C, and 120 of D fittings. A Christchurch retailer’s comments bore out this analysis. “Christchurch women in the unusual size ranges do not favour fashion shoes. I tried to do something for them a few years ago. They would not decide what they wanted, and I lost heavily on the year,” he saidHe suggested, however, that shoes could be made to order, at little or no extra cost. But in the same shop two assistants were not even interested. Another shop stocked double A fittings in all fashion shoes. “There is not enough demand for triple A fittings to warrant stocking,” said the buyer. The store would have shoes made, at a

slightly higher price. She claimed that factories sometimes would not take these special orders if they were busy. Bigger Feet “We could get shoes to fit before the war,” is a cry often heard. “The average size of feet of the new generation is about a size larger than before the war,” a Christchurch retailer said. There was less variation and variety in shoes then, and less emphasis on fashion. Today there was more variety in style and colour, and more emphasis on correct fitting. He hoped that eventually the demand would be such that It would be worthwhile for retailers to stock the out-sizes.