The prose of life is that many fashion shoe manufacturers often think only about the exterior of models, not paying much attention to the biomechanics of the foot. Even today, when in shoe fashion for several years now there has been a steady trend for comfortable sports and casual shoes. Doctors do not approve of this approach. How to come to a compromise? SR asked Olga Chizhevskaya, an expert and executive director of the League of Podiatry, about how different models of shoes affect the health of the foot and the entire musculoskeletal system, and which shoes are ideal for foot health. Podiatry is a branch of medicine that deals with the treatment of diseases of the feet and lower legs, combining knowledge of orthopedics, traumatology and surgery.
Olga Chizhevskaya - Executive Director of the Association of Medical Centers and Doctors "League of Podiatry". It so happened historically that when making men's shoes, shoemakers on all continents focused on mobility and safety of movement. Even the heels, which, as you know, originally adorned the boots of the Persian army cavalrymen, were attached not for the sake of chic, but for convenience, preventing the riders' feet from slipping out of the stirrups.
For women, fashion trends at all times were quite strict, forcing them to sacrifice health for the sake of fashion. What is the tradition of bandaging the feet of girls that existed in China until the end of the last century. The ideal leg in the concept of the men of the Celestial Empire should not have been longer than 9 cm. For the sake of the unnatural “fashion”, girls, starting from the age of 4, broke (!) Fingers and tightly bandaged their limbs. The twisted, unnaturally small feet were called "golden lotuses" for their resemblance to a curved flower bud. The production of specific shoes for lotus feet continued in some provinces until 1999.
Fortunately, the Chinese tradition is an exceptional story. Unfortunately, not the only one: for the sake of the desire to look luxurious and attractive, modern girls wear shoes that are not only uncomfortable, but also dangerous to health.
Naomi Syndrome
The trend towards gender neutrality can be treated in different ways. One thing can be said with certainty: if heels and platforms of breathtaking heights leave the catwalks, there will be fewer injuries and pathological conditions of the musculoskeletal system. Including world fashion stars. The fall of Naomi Campbell during the show Vivienne Westwood in 1993 went down in history. And the reason for the incident is blue crocodile shoes on a 25-centimeter platform, which are now stored in the Victoria and Albert Museum in London.
The use of non-physiological shoes is dangerous with falls, fraught with dislocations and fractures, but not only. For example, when wearing high heels, the pressure on the forefoot increases by 30%. In this position, the foot is less able to distribute the load, which means that the knee joints suffer first of all.
Do fashionable high heel shoes also have a pointed toe? Podiatrists (foot specialists) warn that the risk of articular deformities and the appearance of the very “bone” that doctors call hallux valgus increases. It is also possible such a nuisance as Morton's neuroma, which is formed by squeezing the nerve endings of the foot, a very painful condition.
Revolution Lagerfeld
When Karl Lagerfeld shod models in silk dresses in sneakers in 1975, it seemed like nonsense. However, the eccentric idea has taken root over the years, and has become a massive trend. In fairness, we note that not immediately. It is believed that the catalyst for reconciliation with the avant-garde idea was the transport strikes in New York, which forced people to walk more. However, the fact remains that women "got the right" to wear comfortable shoes.
The fashion revolution has saved a lot of legs. But here the industry, as often happens, made a 180-degree turn and recognized Ugly Shoes as fashionable. Since the "ugly boots" with futuristic voluminous soles hit the podium, traumatologists have not been left without work again. Obviously, in such shoes, the foot does not make a natural anatomical roll from heel to toe when stepping. Any "platform" reduces the spring capabilities of the foot, overloading the muscles and ligaments.
Not in size
Tight, pressing shoes end up in our wardrobe for various reasons. Someone orders shoes online without trying them on, forgetting that even the same manufacturer has different lasts. Others do not think about the fact that our foot grows throughout life, and suddenly try to “fit” into student sneakers. Still others deliberately buy shoes half a size smaller, because "they are very beautiful, maybe they break." And, finally, there are those who dream of making the leg look more elegant, and are ready to “suffer a little” for this.
And here we, it turns out, in our aspirations go not far from the Chinese lovers of "lotuses". Think for yourself: is it reasonable to fit your feet under shoes? The answer is obvious. But we will add medical facts.
The College of Podiatry (Great Britain) considered that lovers of inappropriate shoes spend tens of millions of pounds per year on operations to correct deformities - the already mentioned “bones”, hammer toes, etc.
In the "best" case, tight shoes provoke corns and onychocryptosis (ingrown toenail).
To the very top
However, foot deformities are not the worst thing that happens to our body. As soon as the foot ceases to cope with its functions, the entire musculoskeletal system experiences the load. In our body, everything is interconnected, and as soon as, for example, the spring function of the foot deteriorates (when it is flattened), the knee and hip joints experience a shock load. Overstrain of the entire muscular corset leads to a curvature of posture. Muscle "clamps" cause circulatory disorders and neuralgia. Up to exhausting tension headaches. Chronic venous diseases (CVD) of the lower extremities are also associated with wearing non-physiological shoes. Spasms in the muscles of the lower leg simply interfere with normal venous outflow.
Perfect pair
What shoes are good from the point of view of podiatrists?
It meets a number of criteria and, in particular, has:
And in general, the perfect shoe fits the size, is chosen taking into account the instep and fullness of the foot.
If you really want...
Does all this mean that high-heeled shoes are strictly prohibited? No. Do you want to go on high heels to a meeting or to the world? Please! But try to limit yourself to a three-hour fashion show, and then, taking off your shoes, immediately do a light self-massage.
Does the office dress code include high heels? In general, if you do not have to stand on your feet all day, there is nothing terrible. Just take a shift with you.
Important point! Jumping from heels to flat shoes without a little warm-up is fraught with problems with the Achilles tendon. When you walk in heels, it shortens, when you go down to the ground, it stretches. With sudden “body movements”, microtraumas and even tears are possible.
There is a contact!
The most important disadvantage of model footwear is that in many cases it literally interferes with the natural biomechanics of movement, causing complex disorders of the musculoskeletal system (MDA).
However, the doctor may recommend improving the imperfect, but beloved couple with the help of modern orthotic therapy. Full contact insoles allow you to improve the "grip" of the foot and shoes and minimize errors in the pattern (pattern) of walking. Insoles are made individually by a doctor, taking into account all the nuances in step and in static. At the same time, existing deformities of the foot and distortions in the musculoskeletal system are corrected.
To sew shoes to order, alas, is not budgetary. But an ordinary pair purchased in a store can be made more comfortable by making custom orthoses. The same pair of insoles can be worn in different shoes.
Another option is universal insoles, which are now widely represented on the Russian market. And this type of product must be in your line of related assortment, and you need different insoles: for sports shoes, for pumps and boots, even for summer open shoes, there are special models of insoles.
Photo: GEOX FW'22/23
| Please rate the article |
Offline vs. Marketplaces: How to Survive and Win in 2026?
In Russia, e-commerce's share has grown from 5% in 2019 to nearly 23% in 2024 and continues to grow, with e-commerce market analysts predicting it will reach over 30% by 2029. Offline retail, meanwhile, can not only survive but also grow by 20-30% annually if it stops offering clothes on hangers and shoes on shelves and starts selling unique experiences. We discuss this topic with Shoes Report regular contributor Elena Vinogradova, an expert in fashion buying and sales and the author of the Fashion Business Blog, a blog for retailers and buyers.
The main colors of women's shoes for the fall-winter 2026/27 season
Fashion continues to embrace the language of emotion. The upcoming Fall/Winter 2026/27 season promises to be emotional and slightly reflective. Vibrancy gives way to depth, and ostentatious luxury is replaced by enveloping warmth. Five key shades of women's footwear reflect precisely these sentiments: trust in naturalness, attention to texture, and a desire to find beauty in nuances. Let's turn to the professional forecast of seasonal, cutting-edge colors from the international trend bureau Future Snoops. The selection of the Fall/Winter 2026/27 palette from Future Snoops presented in this article is an emotional map of the coming season, speaking of trust and fragile honesty, balance, inner strength, and warmth that requires no occasion. These five shades transform the seasonal footwear styles into a unique color language that can help the brand and its customers express themselves and their emotions.
Revisiting classic standards of retail lighting through the lens of modern technology
Just yesterday, the principle governing retail lighting was: the brighter the light, the brighter the store, the more customers and sales. Today, this principle has lost its relevance. It has been replaced by a trend toward a well-thought-out concept, intelligently applied lighting, and carefully selected lighting fixtures. Anastasia Efremova, SR's expert in retail lighting and lighting designer at Tochka Opory, discusses current lighting principles in fashion and footwear retail, and how light helps interact with merchandise, space, and customer emotions. She will help you understand the fundamental principles of lighting through the lens of new retail space requirements.
How a fashion brand can launch a successful licensed product with a celebrity
Why fashion brands should consider licensing as a strategic tool—this is what Natalia Timashova, editor-in-chief of Shoes Report magazine, discussed with Maria Kozeeva, CEO of the Yulia Vysotskaya media holding (part of the Andrey Sergeevich Konchalovsky Production Center) and brand director of the Edim Doma and Julia Vysotskaya businesses.
How to strengthen and make your brand more sustainable
2025 has become a year of survival for many fashion brands in the challenging and rapidly changing conditions of an overheated market: declining traffic, the closure of entire chains and companies, the consolidation of sellers on marketplaces, the shift of customer traffic from offline to online—all these and other factors have impacted everyone, especially the weaker ones, those experiencing various challenges. The market has shifted to savings consumption. Some consider this a crisis, but our expert, Dania Tkacheva, a business consultant specializing in sales management and strategic development for fashion brands, calls it the maturation of the market. She offers distressed companies her own tool for diagnosing their business and opportunities for recovery and recovery. She calls this tool the Brand Maturity Pyramid.
Sales of additional goods and services can add up to 20-30% to a store's turnover.
Many stores today have hit a sales ceiling: they have the product range, the team is working hard, the marketing is up and running, but revenue isn't growing. Where can they find growth opportunities? In reality, the potential for growth lies right in the customer's receipt. And it's not about raising prices, but about offering customers more value at the point of purchase. We discussed with Maria Gerasimenko, an expert at SR in fashion business management and development, how to increase sales with additional merchandise, why accessories and related products are becoming a strategic source of profit, and the role of the store team.
How to learn to effectively manage store customer traffic?
Customer traffic in shopping malls and street retail is declining; people are shopping less offline for a number of objective reasons, one of which is the convenience of online shopping with all its advantages. And yet, offline shopping continues to thrive. How can we control store traffic, learn to correctly calculate and influence the number of people visiting stores to ensure profitability?
From July 27 to 29, the Euro Shoes@CAF_Eliteline 2026 exhibition will be held in Almaty, Kazakhstan.
Elite Line is an international specialized exhibition of footwear, fur, leather, and accessories. The exhibition will feature collections from international and domestic manufacturers from Russia, Turkey, Germany, Italy, Kazakhstan, and other countries.
Just a month until the Euro Shoes exhibition in Moscow!
We are counting down the days for the main international exhibition of footwear and accessories Euro Shoes Premiere Collection in Moscow! The exhibition will be held from August 27 to 30 at a new premium venue – the capital's congress center WTC on Krasnopresnenskaya Embankment.
The Battle for the Sports Shoe Market
Fashion market experts and economic analysts predict a decline in sales of Nike and Adidas. The leadership positions of the unsinkable sports giants may be seriously shaken in the coming years, as they are being pushed out by young, bold and active competitors – challenger brands.
Micam and Livetrend presented a selection of footwear trends for the spring-summer 2026 season
The Italian international footwear fair Micam presents the "Spring-Summer 2026 Trend Guide", developed in collaboration with Livetrend. The guide is based on the analysis of social networks, online marketplaces and fashion shows, as well as new technologies such as artificial intelligence and Big Data.
The share of marketplaces will grow
The footwear category on Ozon Fashion shows steady growth
Turn to Asia. Features of shoe production at a factory in China
Finding a partner factory for shoe production is not an easy process. Today, many Russian brands sew their collections in factories in China. The concept of the women's shoe brand N.early N.aked, founded in 2019, was based on the idea of producing shoes suitable for dancing, with a perfect fit. Initially, the shoes were sewn in Europe, but in 2022, shoe production was moved to China.
How to Compete with Marketplaces in 2025
The shoe business is a complex process due to the many related micro-strategies used to extract profit. It is necessary to determine how much goods to purchase, what trade margin to set, and approve the norm of balances at the end of the season. In addition, it is necessary to draw up a sales plan and decide on marketing campaigns that take into account seasonal demand and the competitive environment, set up a personnel motivation system and correctly set control points.
Rieker and Remonte will present their new collections at Euro Shoes!
The brands Rieker and Remonte, which are among the leading shoe companies in Germany, will present their Spring-Summer'26 collections in Moscow at the international exhibition of footwear and accessories Euro Shoes! The exhibition will be held from August 27 to 30, 2025 at a new premium venue in the WTC Congress Center on Krasnopresnenskaya Embankment.
New Tamaris Spring-Summer 26 Collection: Comfort and Elegance in Every Model
German footwear and accessories brand Tamaris will present its new Spring-Summer '26 collection at the Euro Shoes exhibition in Moscow, from August 27 to 30.
KV+ sneakers for city and sports for the first time at Euro Shoes
The Swiss brand KV+ is not so well known to the general Russian audience, but it is well known in the world of skiing, because it was there that KV+ took its first steps and actively developed. The Swiss brand has earned the trust of the professional sports audience over the past 35 years. At the same time, the Russian sports market of ski equipment has always been a priority for the Swiss.
Creating an emotional connection through a showcase
Emotional response from customers is the key to successful retail sales. Shop windows are capable of not only attracting attention, but also evoking emotions: from joy and nostalgia to a sense of belonging and the desire to possess. Using psychological triggers in shop window design helps turn a passerby into a buyer. SR expert in visual merchandising and retail design Viktor Malygin talks about approaches to the concept of shop window design and current themes and plots for presenting goods in shop windows.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Correctly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we postpone the decision for months?