Press Centre

Strictly Come Dancong puts a shine on patent shoe sales

Men’s patent leather shoes once the must have footwear for lotharios and sugar daddies have become a hit thanks to TV programme Strictly Come Dancing after retailer ASDA witnessed sales increases by 200 per cent since the new series began in October.

Footwear designers at George have tracked the unexpected boost in sales of the shiny shoes started to soar to the exact date when Bruce, Arlene, Len, Craig and Bruno with a host of twinkle-toed celebrities graced our screens for the fifth series.

Although now on trend for male fashionistas, patent leather shoes had previously been restricted to the Strictly Come Dancing dance floor or black tie dos.

However George sales data shows that it’s the 30 – 50 year olds also putting the patent shoes that sell for £25 into their weekly shopping basket.

‘Although the essential item for fashion conscious fellas, we’ve witnessed an unexpected Brucie Bonus, thanks to Strictly Come Dancing, when it comes to patent leather men’s shoes, with sales fox-trotting through the roof, said Fiona Lambert, George’s brand director.

’What’s more when we look at who is buying them, it’s not just the youngsters wearing them with on-trend skinny jeans, it’s the dads putting their best foot forward with shiny shoes as well.’

Posted in Press Centre on 07 November 2007