If you cannot find a pair of shoes that fit in China, you are no different from the Chinese tourist who tries desperately to shop for a pair of shoes in Europe. The experts tell Gan Tian the reasons why.

Jean Kessels, 26, an American freelancer working in Beijing, has to fly home if she wants to buy a pair of boots that fit. Here, the largest pair she can find are just half a size shy of her best fit. In her frustration, she sometimes wonders if foot-binding still makes the Chinese women��s feet so small. That, of course, is far from the truth. It is simply because the Chinese woman has a more petite build compared to Europeans, and local shops naturally stock more of the most popular sizes.

British footwear giant Clarks has done comparative research on shoe sizes of the Chinese, British and Germans. According to the report, the most common female sizes in China are 4, 4.5 and 5 (UK), but most women in Britain and Germany are wearing shoes of sizes 5, 5.5 and 6 (UK). The most popular Chinese male sizes are 6.5, 7 and 8 (UK), also smaller than those in Western countries.

"At the same time, Chinese feet are wider, and their insteps are higher," says Nancy Huang, general manager of Clarks China.

Apart from the difference in fit, there are also marked differences in style.

Huang says she cannot help looking at what people are wearing wherever she goes. In Europe, she says, women tend to wear flat shoes in natural colors such as brown, black and gray, while in the United States, they prefer well-made, high-quality comfortable shoes.

In China, however, Huang finds it hard to identify a trend.

"There is so much diversity here, in colors, style, materials," she says. "But I notice most Chinese women like high heels."

More and more, Chinese customers are also demanding a better fit, and it is this demand that is driving some international shoe brands to open stores in China that offer customized services.

In Beijing's Solana shopping center, Clarks has opened a flagship store that offers a special "fitting service". Before a customer buys a pair of shoes, shop assistants will measure the feet for a better fit before recommending a pair of shoes.

More and more, the Chinese customer is demanding comfort above style.

Italian label Kappa launched its Curves range in China this summer, and the shoes all feature thick soles and fitted curves to protect the feet. American sportswear maker Skechers say its most popular products here are the Shape-Ups running shoes, which help the wearers keep the correct posture while running.

"Chinese customers are becoming more sophisticated in the past five years. They are paying much more attention to the comfort of the shoes," says Michael Greenberg, president and director of Skechers.

Casual and sports shoes are comparatively new to the Chinese and have only started to grow in popularity in the last decade. Twenty years ago, the footwear market was mostly dominated by formal styles in black and brown shoes that went along with formal suits.

"But lifestyles are changing rapidly, and people demand more personalized garments and shoes. Color and style are now more in demand," says Clarks' Huang.

You can contact the writer at

gantian@chinadaily.com.cn.