Comfort might be a subjective term says Iain Howie, but the footwear industry knows that this is what sells shoes. However, let there be no mistake, it is fashion that makes the footwear industry go round. The never-ending demand from consumers for shoes of different styles with different toe shapes, different heel heights, different materials and different textures has generated and sustains the global footwear industry at a level way beyond supplying functional needs. Fashion is the stimulus for change and business.