The Mummy Code

THE MUMMY CODE LIDE. three years and nine months. NEW MUMS DITCH HIGH HEELS, skinny jeans and short skirts but rediscover their style mojo their children reach NEW MUMS A study of over 2000 UK mums commissioned by high street and online value footwear retailer, Shoe Zone found that - 40% drop their heel height by two inches. 78% of women change the way they dress when they have their first child. 18% cut their hair into a practical bob. 7% stop colouring their hair. REASONS FOR THIS CHANGE NO TIME FOR FASHION 51% MOTHERHOOD IS A MESSY JOB 42% SPEED & COMFORT 27% FITTING IN WITH OTHER MUMS T% LOOKING MORE 'MUMSY 4% THE MUMMY STYLE CODE New mums confirmed certain elements they changed about their style, and it seems there is a 'Mummy Style Code' that women feel pressure to adhere to. The top ten items of clothing women said they ditched as soon as they became a mum are - 21% 18% 1БИ 15% PLUNGING NECKLINES BODYCON DRESSES SHORT SKIRTS HIGH HEELS 13% 17% 16% BIKINIS 12% 5% LEATHER CLOTHING SKINNY JEANS CROP TOPS 4% SHORTS ANIMAL PRINT SPENDING The study found that the amount of money spent on clothes yearly is also affected. £612.44 £340.60 E523.16 THREE IS THE MAGIC NUMBER Despite the initial style changes, our research has shown that most mums reach for the high heels and start dressing to impress again when their child reaches three years and nine months. Reasons behind this change include - MISSED THEIR OLD CLOTHES (27%) OF "I personally got my style mojo back when I went back to work. I needed to look FED UP FEELING "MUMSY (22%) professional and like I meant business again, so I ditched the comfortable jeans and practical top for more sassy items such as a skirt with GOING BACK TO WORK (21%) MISSED THEIR HIGH HEELS (17%) high heels." REDISCOVERED THEIR STYLE (1%) - Tracey Warmington Mum of two CELEBRITY MUMMIES When asked what celebrity mums style they desired, as well as whose style left little to be desired, mums voted Holly Willoughby's effortless relaxed style on top, while Katie Price was voted the least stylish - HOLLY WILLOUGHBY 18% EMMA WILLIS 9% DAVINA M'CALL 7% KATE MIDDLETON 7% MYLEENE KLASS 5.5% 6% COLEEN ROONEY 8% AMANDA HOLDEN 8% KIM KARDASHIAN KERRY KATONA KATIE PRICE 10% 28% ABOUT SHOEZONE Shoe Zone, the leading value footwear retailer, sells a vast range of shoes for all ages. With over 550 stores across the UK, Shoe Zone sells over 22 million pairs of shoes a year, equivalent to over 40 pairs every minute! Shoe Zone delivering value to you www.shoezone.com BEST DRESSED CELEB MUMS WORST DRESSED CELEB MUMS