Does height really give you an advantage? Some men seem to think so, since they are opting for shoes that can make them appear taller by as much as 10cm.

According to a report in Lianhe Wanbao, Walking Tall at Raffles Place, which specialises in the height enhancers, has seen its sales increase steadily since it opened in 2006.

According to their spokesperson, as men become more concerned with their image, the demand for the shoes has increased in tandem.

However, their customers are not all vertically challenged, even customers taller than 1.75cm have felt the need to give their stature that extra boost.

They said that many of their customers are professionals, in particular sales executives who meet clients often, and employees of multi-national companies who often associate with their Caucasian colleagues.

About 30 per cent of their customers are grooms to be - especially for those whose fiances are taller than they are.

Well hidden, well-heeled
But the store's owner Mr Li Qi Wen assures that the heels are well hidden.

"There is an additional layer of cushioning in the shoe that cannot be seen externally, which can increase your height by six to 10 cm."

The heel cushioning tapers down from the back so that the heel is thicker than the toe, but has a larger surface area than most women's heels, and so is more comfortable.

"But some customers still need a day or to to get used to it," he said.

A health hazard?
Senior orthopaedic surgeon at Mount Alvernia Hospital, Dr Low Chee Kwang said that the entire surface of the shoe should be cushioned to avoid bone damage.

"Because the tapered heel makes your body lean forward, your body has to compensate by leaning back which will damage your hip and knee joint. While it looks good, a neutral posture is healthier."