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News > Asda launches shoe-shining campaign
Published: 03/04/2008 | Categories: 'Shopping News', 'Fashion - Footwear'
Asda is launching a campaign to promote the benefits of a proper shoe shine in response to dwindling sales of shoe polish, it has emerged.
New figures from the supermarket retailer indicate that traditional shoe polish accounts for around 13 per cent of the shoe care market - which is attributed to the rise in casual footwear such as trainers and the number of quick-fix solutions available today.
"Few young people today know how to clean their shoes using old-style polish," said Ed Watson, a spokesman for Asda.
"Modern synthetic creams are brilliant at their job, however for many experts, nothing can ever surpass the deep, lustrous sheen of a leather shoe cleaned the traditional way."
The retailer has enlisted the advice of the army - which is to reveal its time-honoured shoe-polishing secrets on the Asda website.
According to the Telegraph, circular tins of shoe polish first appeared at the beginning of the 1900s to meet demand for a wax-based polish to provide waterproofing and a gloss finish.
It also reported that although sales of wax polish made up 94 per cent of the market in 1965, this figure dropped to 73 per cent in 1986 and 51 per cent in 2000.
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