Core Viewpoint - The article discusses the declining relevance and popularity of high heels, particularly in professional settings, as comfort and practicality become more prioritized in fashion choices [4][19][36]. Group 1: Changing Attitudes Towards High Heels - There is a growing movement against the requirement for flight attendants, especially female ones, to wear high heels, with several airlines allowing "flat shoe freedom" [5][6]. - High heels, once seen as a symbol of professionalism and elegance, are now viewed as a burden that poses health risks, such as increased chances of sprains and chronic pain [5][15]. - The pandemic has accelerated the shift towards more casual and comfortable attire, leading to a reevaluation of traditional dress codes [14][19]. Group 2: Fashion Trends and Consumer Preferences - Current fashion trends favor comfort and versatility, with alternatives to high heels, such as sneakers and loafers, becoming more popular [20][25]. - The fashion industry is witnessing a decline in the status of high heels, as consumers increasingly seek styles that are practical and suitable for multiple occasions [22][25]. - Brands that have traditionally focused on high heels are diversifying their product lines to include more comfortable footwear options, reflecting changing consumer preferences [37][39]. Group 3: Market Dynamics and Sales Trends - Global sales of high heels have been declining, with an annual decrease of 1.5% to 2% from 2019 to 2023, influenced by shifts in work and lifestyle habits [39][44]. - The footwear market is seeing a concentration of sales among leading brands, while many traditional high heel brands are struggling or pivoting to other product lines [46][47]. - High heels are increasingly viewed as a "bad asset" in the investment landscape, with capital focusing on more profitable segments of the footwear market [47][48].

Core Viewpoint - The discussion around high heels, particularly in the context of airline staff, highlights a shift in societal norms regarding professional attire, emphasizing comfort and practicality over traditional notions of beauty and professionalism [1][6][18]. Group 1: Industry Trends - Airlines such as Spring Airlines, Shandong Airlines, and Juneyao Airlines have begun to allow flight attendants to wear flat shoes, reflecting a broader trend towards comfort in professional settings [1][6]. - The global sales of high heels have been declining, with an annual decrease of 1.5%-2% from 2019 to 2023, indicating a significant shift in consumer preferences [18][21]. - The fashion industry is witnessing a move towards more casual and comfortable styles, with high heels increasingly seen as incompatible with modern lifestyle demands [11][12][19]. Group 2: Cultural Shifts - High heels, once a symbol of femininity and professionalism, are now often viewed as "instruments of beauty" that can cause physical harm, leading to a cultural reevaluation of their place in women's wardrobes [7][17]. - The portrayal of high heels in popular media, such as in the film "Sex and the City," has shifted, with contemporary narratives focusing on comfort and practicality over traditional glamour [15][18]. - The rise of alternative footwear options, such as sneakers and casual shoes, reflects changing attitudes towards fashion and functionality, with high heels becoming less common in everyday settings [10][21][24]. Group 3: Market Dynamics - Brands like Christian Louboutin are diversifying their product lines to include non-heel options, recognizing the declining demand for high heels [18][23]. - The market for high heels is becoming increasingly concentrated, with only a few brands like Christian Louboutin and Jimmy Choo still experiencing growth amidst a broader industry decline [22][24]. - Investment firms are viewing high heel businesses as "non-performing assets," indicating a lack of confidence in the future profitability of this segment [23][24].

Core Insights - The rise of Birkenstock shoes, often referred to as "ugly shoes," has become a new favorite among the middle class, with significant social media engagement, including over 1.09 million posts and 1 billion views on Xiaohongshu [1][7] - Birkenstock shoes are characterized by their comfort and functionality, appealing to a generation that prioritizes ease over traditional aesthetics [4][12] - The brand has seen a surge in popularity, with sales figures indicating nearly 24 million pairs sold annually in the UK and a strong presence in the Chinese market, where it has consistently ranked in the top 12 for sales on Tmall [7][5] Market Trends - The trend towards comfort has led to a broader acceptance of casual footwear, with various brands launching their own versions of comfortable sandals and slides, indicating a shift in consumer preferences [19][23] - Birkenstock's market value has skyrocketed, surpassing $10 billion shortly after its IPO, reflecting the brand's strong market position and consumer demand [5][10] - The emergence of a "slouchy old money" aesthetic has made Birkenstock shoes a staple in modern fashion, blending comfort with a sense of understated elegance [18][4] Consumer Behavior - Younger consumers are increasingly rejecting the notion of suffering for beauty, favoring products that offer comfort without compromising style [19][21] - The popularity of Birkenstock shoes is not just limited to casual settings; they are being integrated into various aspects of daily life, from work to outdoor activities, showcasing their versatility [10][16] - Social media has played a crucial role in shaping consumer perceptions, with platforms like Xiaohongshu driving the narrative around Birkenstock as a fashionable yet comfortable choice [1][11]