ABSTRACT
After the Second World War began in 1939, there were significant restrictions on shoe designs (Pratt and Wolley, 1999): height of heels was limited to 2.5 cm in the United States and 5 cm in Britain. Leather was in short supply and as a result poor quality leather with bright hues and cheap materials such as cork, wood, and rubber were used for shoes. Shoes had canvas uppers, crepe soles, and plastic straps. With the removal of restrictions on footwear, high heels and the peep toes emerged in the early 1950s. Toward the late 1950s, the toe area became longer, heel heights reduced, and the court shoe became popular. With the price of leather increasing, the materials used for shoes changed in the 1960s. Plastics and other synthetic material became popular and were promoted by many fashion designers. The platform shoe started to re-emerge around 1967 after it had gone out of fashion in the 1940s. By the mid-1970s, platform shoes and boots, and bell-bottomed trousers were the most popular. Crepe rubber and leather-covered plastics or wood were common materials for the shoe heel and soles. In the 1980s, people were most concerned with designer labels and shoes made of
8.1 Introduction .................................................................................................. 177 8.2 Consumer Buying Process ............................................................................ 178 8.3 Comfort: Its Importance ............................................................................... 178
8.3.1 Measurement of Sensation ................................................................ 180 8.4 Emotion ......................................................................................................... 182
8.4.1 Kansei Engineering .......................................................................... 183 8.4.2 Kano’s Method .................................................................................. 183 8.4.3 Challenges of Applying Kano’s Method ........................................... 186
8.4.3.1 Heterogeneity of the Population......................................... 187 8.5 Conclusions ................................................................................................... 187 Questions ................................................................................................................ 188 Appendix 8.A: Sample Paired Questions ............................................................... 188 References .............................................................................................................. 189
materials that could breathe became popular. Platform shoes made another comeback in the early 1990s. All such changes over the last century have been driven by fashion.
