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Shoe sales in Shrewsbury are definitely 'going flat'

Shoe sales in Shrewsbury are definitely 'going flat'

Fashion-conscious shoppers in Shrewsbury are hot on the heels of the latest footwear trend – fabulous flats.

With national reports of more and more women making the move away from striking stilettos to more manageable moccasins, retailers at Shrewsbury Shopping’s Darwin and Pride Hill centres have reported that sartorially savvy shoppers are also ‘going flat’.

“Over the past few months, there have been a huge number of articles in the media about how fashion icons have been flaunting their flats,” said Claire Lancaster, of Shrewsbury Shopping. “From Victoria Beckham treating her feet to flats through to Jerry Hall and her daughters’ footwear at her recent wedding, it seems that heels are definitely no longer first choice for the fashion-conscious,” she said. “Even the Barbie doll has had her footwear range redesigned to include trainers and flats for the first time.

“Research amongst our own retailers here has found that the trend is not just limited to famous fashionistas, but is really being reflected among Shrewsbury shoppers,” said Claire. “Some stores reported sales of flat shoes outstripped heels by as much as 20 per cent.”

Jennifer Greenwood, manager of Topshop at Darwin Shopping Centre, said that sales at the store suggested Shrewsbury shoppers were following the latest celebrity flat shoe trend very closely. “Our target consumers are clearly incorporating their own style around the unique 90s inspired fashion for flats,” she said. “Almost 60% of our hanging shoe sales are flats, with our Vibrant range of ballet pumps proving hugely popular.”

Becky Hicks, manager of New Look at Pride Hill Shopping Centre, was in agreement. “Recently we have noticed an increase in our shoe department sales, particularly of flats,” she said. “Although we have a huge range of styles and fits, our range of on-trend flat shoes are so popular that we have to restock them daily.”

Another fashion retailer that has noticed the trend to go heel-less is Monsoon. Sarah Laynes-Felkin, manager of the Darwin Centre store, said that the number of high profile personalities declaring themselves fans of flats was clearly affecting shopper’s habits. “Our customers are hot on the heels of the latest high fashion and celebrity trends,” she said, “so our extensive range of casual and occasional flat shoes is proving hugely popular.”

Shrewsbury Shopping’s Claire Lancaster said the latest sales figures showed there were no signs of the trend reversing any time soon. “As more and more celebrities choose to combine comfort with style, Shrewsbury shoppers are also swapping their heels for flats,” she said. “With an ever wider choice of styles available and the new Spring/Summer lines filled with heel-less shoes, it’s unlikely that sales will suddenly fall flat.”