Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Market data
- Consumer survey data
- Advertising creative
- Abbreviations
- Terms
Executive Summary
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- The size of the market
- Shoe segment activity
- Where the opportunities lie
- Driving the footwear market
- A varied footwear retail landscape gives consumers many options as to where to shop
- True innovation lacking, but footwear manufacturers maintain interest by focusing on external forces
- Marketing strategies vary, but many focus around social media
- The consumer
- Purchases of shoes by male and female respondents
- Trended purchases of shoes between 2004 and 2009
- Where respondents are buying shoes
- Number of pairs of shoes owned
- Shoe purchase decisions based on race/Hispanic origin
- Presence of children in the household and impact on shoe purchase
Insights and Opportunities
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- Doing what needs to be done to attract customers
- Using mobile technology and social media to improve the shopping experience
- Instant feedback
- Developing a pop-up store
- Eco-friendly shoes desired but hard to find
- Less is more?
- What runners want
- Considering fit before features or price
Inspire Insights
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- Trend: Premiumization and Indulgence
Market Size and Forecast
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- Key points
- The footwear market is on the upswing
- Total footwear sales and forecast
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- Figure 1: Total U.S. sales and forecast of footwear, at current prices, 2005-15
- Figure 2: Total U.S. sales and forecast of footwear, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: Fan chart forecast of footwear, 2005-15
Market Drivers
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- Black consumers over-index in apparel expenditures
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- Figure 4: Average annual expenditures, indexed to all CUs, by black and other races, 2008
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- Figure 5: Average annual apparel expenditures indexed to all CUs, by black and other races, 2008
- Figure 6: Attitudes towards shoes/shoe shopping, by race/Hispanic origin, July/August 2010
- Hispanic consumers continue to spend on apparel and services
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- Figure 7: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
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- Figure 8: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
- Economy flounders but footwear perseveres in 2010
Segment Performance
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- Key points
- Women’s footwear the largest segment in footwear overall
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- Figure 9: Total retail sales and forecast of footwear, at current prices, by segment, 2005-15
- Figure 10: Total retail sales of footwear, by segment, 2008 and 2010
Segment Performance—Women’s Footwear
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- Key points
- Women love their footwear
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- Figure 11: Total retail sales and forecast of women’s footwear, at current prices, 2005-15
Segment Performance—Men’s Footwear
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- Key point
- Men’s footwear showing signs of life
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- Figure 12: Total retail sales and forecast of men’s footwear, at current prices, 2005-15
Segment Performance—Children’s Footwear
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- Key points
- Parents spending on kids rather than themselves
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- Figure 13: Total retail sales and forecast of children’s footwear, at current prices, 2005-15
Retail Landscape
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- Overview
- Online shoes
- JCPenney
- DSW
- Payless
- Nordstrom
- Target
- Zappos.com
Innovation and Innovators
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- Timberland
- Fleet Feet
- New Balance
- BBC International and a focus on technological innovation
Marketing Strategies
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- Overview
- Brand analysis and TV ads
- Crocs
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- Figure 14: Brand analysis of Crocs, 2010
- Figure 15: Crocs television ad, 2010
- New Balance
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- Figure 16: Brand analysis of New Balance, 2010
- Figure 17: New Balance television ad, 2010
- Original Muck Boot Company
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- Figure 18: Brand analysis of Original Muck Boot Company, 2010
- Figure 19: Original Muck Boot Company television ad, 2010
- Teva
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- Figure 20: Brand analysis of Teva, 2010
- Figure 21: Teva television ad, 2010
- Timberland
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- Figure 22: Brand analysis of Timberland, 2010
- Figure 23: Timberland television ad, 2010
- Social media tools and tactics, a case study
- Antidote for negative ads
- Return to real customer service
Footwear Purchase and Purchase Locations
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- Key points
- Some basic level of footwear purchase is necessary
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- Figure 24: Purchases of footwear for self or others in the last 12 months, by gender, July/August 2010
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- Figure 25: Purchases of footwear for self or others in the last 12 months, by age, July/August 2010
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- Figure 26: Purchases of footwear for self or others in the last 12 months, by household income, July/August 2010
- Upscale retailers successful in targeting younger shoppers
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- Figure 27: Where footwear was purchased in the last 12 months, by gender, July/August 2010
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- Figure 28: Where footwear was purchased in the last 12 months, by age, July/August 2010
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- Figure 29: Where footwear was purchased in the last 12 months, by household income, July/August 2010
Purchases of Sneakers/Athletic Shoes
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- Key points
- Ages 18-24 least likely to have purchased new athletic shoes
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- Figure 30: Purchases of sneakers/athletic shoes in the last 12 months, by gender, February 2009-March 2010
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- Figure 31: Purchases of sneakers/athletic shoes in the last 12 months, by age, February 2009-March 2010
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- Figure 32: Purchases of sneakers/athletic shoes in the last 12 months, by household income, February 2009-March 2010
- Respondents purchasing casual shoes for daily use
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- Figure 33: Types of sneakers/athletic shoes bought in the last 12 months, by gender, February 2009-March 2010
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- Figure 34: Types of sneakers/athletic shoes bought in the last 12 months, by age, February 2009-March 2010
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- Figure 35: Types of sneakers/athletic shoes bought in the last 12 months, by household income, February 2009-March 2010
- Nike brand athletic shoes are most popular, though “other” brands follow closely behind
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- Figure 36: Brand of sneakers/athletic shoes purchased in the last 12 months, by gender, February 2009-March 2010
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- Figure 37: Brand of sneakers/athletic shoes purchased in the last 12 months, by age, February 2009-March 2010
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- Figure 38: Brand of sneakers/athletic shoes purchased in the last 12 months, by household income, February 2009-March 2010
Purchases of Footwear Other Than Sneakers
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- Men’s apparel and accessory purchases
- Key points
- A significant number of women buying men’s apparel and accessories
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- Figure 39: Purchases of men’s apparel and accessories in the last 12 months, by gender, February 2009-March 2010
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- Figure 40: Purchases of men’s apparel and accessories in the last 12 months, by age, February 2009-March 2010
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- Figure 41: Purchases of men’s apparel and accessories in the last 12 months, by household income, February 2009-March 2010
- Boots not hitting the mark among purchasers of men’s apparel and accessories
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- Figure 42: Specific types of men’s shoes purchased in the last 12 months, by gender, February 2009-March 2010
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- Figure 43: Specific types of men’s shoes purchased in the last 12 months, by age, February 2009-March 2010
- Younger respondents over-index on number of shoes purchased
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- Figure 44: Purchases of other types of men’s shoes in the last 12 months, by gender, February 2009-March 2010
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- Figure 45: Purchases of other types of men’s shoes in the last 12 months, by age, February 2009-March 2010
- Women’s apparel and accessory purchases
- Key points
- Women much more likely to purchase women’s apparel and accessories
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- Figure 46: Purchases of women’s apparel and accessories in the last 12 months, by gender, February 2009-March 2010
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- Figure 47: Purchases of women’s apparel and accessories in the last 12 months, by household income, February 2009-March 2010
- Older women less likely to purchase boots
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- Figure 48: Specific types of women’s shoes purchased in the last 12 months, by gender, February 2009-March 2010
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- Figure 49: Specific types of women’s shoes purchased in the last 12 months, by age, February 2009-March 2010
Trends in Men’s Footwear Purchasing
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- Key points
- Purchase patterns suggest an underlying need for shoes
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- Figure 50: Trended purchases of footwear in the last 12 months, 2004-10
Ownership, Footwear Qualities, and Reasons for Purchase
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- Key points
- Higher-income respondents own more pairs of shoes
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- Figure 51: Number of shoes/boots owned, by gender, July/August 2010
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- Figure 52: Number of shoes/boots owned, by household income, July/August 2010
- Durability a critical factor for respondents of lower economic means
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- Figure 53: Relative importance of footwear qualities, by gender, July/August 2010
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- Figure 54: Relative importance of footwear qualities, by age, July/August 2010
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- Figure 55: Relative importance of footwear qualities, by household income, July/August 2010
- Older respondents looking for function over form
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- Figure 56: Function vs. form as reasons for buying footwear, by gender, July/August 2010
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- Figure 57: Function vs. form as reasons for buying footwear, by age, July/August 2010
Attitudes Towards Purchasing Shoes
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- Key points
- Attitudes towards shoe shopping correlate with income level
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- Figure 58: Attitudes towards shoes and shoe shopping, by gender, July/August 2010
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- Figure 59: Attitudes towards shoes and shoe shopping, by age, July/August 2010
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- Figure 60: Attitudes towards shoes and shoe shopping, by household income, July/August 2010
Purchases of Children’s Shoes
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- Key points
- Lower income leads to more frequent shoe purchases
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- Figure 61: Purchases of footwear for children in the last 12 months, by gender, July/August 2010
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- Figure 62: Purchases of footwear for children in the last 12 months, by age, July/August 2010
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- Figure 63: Purchases of footwear for children in the last 12 months, by household income, July/August 2010
Impact of Race/Hispanic Origin
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- Key points
- Hispanics more likely to have purchased athletic shoes
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- Figure 64: Purchases of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
- Casual athletic shoes the type most commonly purchased
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- Figure 65: Purchases of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
- Targeted marketing having an impact on brands purchased
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- Figure 66: Brand of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
- Blacks and Hispanics hit hardest by recession, purchasing power affected
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- Figure 67: Purchases of men’s apparel and accessories, by race/Hispanic origin, February 2009-March 2010
- Boots more likely to be purchased by Hispanics
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- Figure 68: Specific types of men’s shoes purchased, by race/Hispanic origin, February 2009-March 2010
- Women’s boots slightly more popular among blacks and Hispanics
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- Figure 69: Specific types of women’s shoes purchased, by race/Hispanic origin, February 2009-March 2010
- Asians more likely to shop online or at upscale retailers
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- Figure 70: Where footwear was purchased in the last 12 months, by race/Hispanic origin, July/August 2010
- Black respondents own more pairs of shoes
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- Figure 71: Number of shoes/boots owned, by race/Hispanic origin, July/August 2010
- Style matters more to blacks and Asians
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- Figure 72: Relative importance of footwear qualities, by race/Hispanic origin, July/August 2010
- Shoe shopping an enjoyable experience for Asians and blacks
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- Figure 73: Attitudes towards shoes and shoe shopping, by race/Hispanic origin, July/August 2010
Cluster Analysis
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- Old Sneakers
- Demographics
- Characteristics
- Opportunity
- Globalists
- Demographics
- Characteristics
- Opportunity
- Sandalistas
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 74: Footwear clusters, July/August 2010
- Figure 75: Type of footwear purchased in the previous year, by footwear clusters, July/August 2010
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- Figure 76: Relative importance of footwear qualities, by footwear clusters, July/August 2010
- Figure 77: Reasons for buying footwear, by footwear clusters, July/August 2010
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- Figure 78: Attitudes towards shoes and shoe shopping, by footwear clusters, July/August 2010
- Cluster demographics
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- Figure 79: Footwear clusters, by gender, July/August 2010
- Figure 80: Footwear clusters, by age, July/August 2010
- Figure 81: Footwear clusters, by household income, July/August 2010
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- Figure 82: Footwear clusters, by race, July/August 2010
- Figure 83: Footwear clusters, by Hispanic origin, July/August 2010
- Cluster methodology
Custom Consumer Groups
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- Key points
- Presence of children a key purchase factor for men
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- Figure 84: Purchases of footwear for self or others in the last 12 months, by gender and presence of children in household. August 2010
- Women with children prompted to buy shoes at resale shops
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- Figure 85: Where footwear was purchased in the last 12 months, by gender and presence of children in household, July/August 2010
- Men with children more inclined to buy recycled products
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- Figure 86: Relative importance of footwear qualities, by gender and presence of children in household, July/August 2010
- Shoe shopping simply a necessity for men without children
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- Figure 87: Attitudes towards shoes and shoe shopping, by gender and presence of children in household, July/August 2010
Appendix: Other Useful Consumer Tables
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- Figure 88: Number of shoes/boots owned, by age, July/August 2010
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- Figure 89: Reasons for buying footwear, by household income, July/August 2010
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- Figure 90: Purchases of footwear for self or others in the last 12 months, by race/Hispanic origin, July/August 2010
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- Figure 91: Reasons for buying footwear, by race/Hispanic origin, July/August 2010
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- Figure 92: Number of shoes/boots owned, by gender and presence of children in the household, July/August 2010
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Appendix: Trade Associations
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