A shop attendant helps to fit a customer at Dagon Centre. Sales are rising on imported shoes as customers prefer quality over bargain prices.

A GOOD pair of shoes is essential when tackling the sidewalks of Yangon, which are littered with gaping holes and gaps that snap heels like twigs.

It’s no wonder that quality imported shoes from Singapore and Malaysia are now dominating the shoe market here.

More and more people are beginning to realise that cheap shoes are not going to go the distance, says Daw Khin Myat Cho, agent and distributor for Singapore brand Heatwave.

“In the past it was normal to see people buy three pairs of cheaply made shoes over a year,” she says.

“Now that we are seeing more imported labels customers have started to think long term. They are deciding to buy one expensive pair that will last longer and save them money in the long run.”

Heatwave is just one of many imported brands that have popped up here in the past few years.

Charles & Keith and Vincci are also making their mark.

“I think it has a lot to do with the changes in fashion,” says Charles & Keith brand executive Ma Khin Zarchi Win.

“Girls are more fashion conscious these days and they are becoming more daring, trying different foreign styles like stilettos in bright colours as well as chunkier styles like the wedge.”

Daw Ruby was one of the first to start selling Malaysian brand Vincci in Yangon nine years ago.

She admits she was hesitant about importing them because the shoes seemed too expensive and were less conservative than shoes made in Myanmar.

Now, she says, her customers will buy shoes ranging in price from K20,000 to K45,000 without a second thought.

But imported shoes must be carefully chosen by brand managers to suit the tastes of the target market here.

Cultural sensitivity and weather conditions are two things Daw Ruby must take into account when ordering from overseas.

She usually sticks to low heels and slip-on shoes, which are handy in a country with a courteous tradition of leaving shoes at the door.

Ma Khin Zarchi Win says it is not easy to launch certain designs.

“Peep-toes are very popular overseas right now, but girls don’t like them very much here,” she says.

To capitalise on the trend, Heatwave and Charles & Keith have begun their bridal season promotions, and Vincci is about to launch a discount card for regular customers.

Charles & Keith will also begin stocking belts and sunglasses from Singapore next year.