Men's and Women's Footwear - US - May 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
The issues
Increased online shopping could create challenges for traditional retailers
Figure 1: Preferences for footwear shopping, March 2018
Replacement is the top reason for purchase
Figure 2: Reasons for purchase, March 2018
The opportunities
Giving consumers more reasons to shop
Figure 3: Reasons for purchase – to treat myself, by select demographics, March 2018
Help shoppers narrow down the options
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Footwear sales will continue to grow thanks to consumer need and interest
Both sectors expected to grow, with women’s shoes leading the way
Growth in confidence, income, and population segments favorable for future footwear sales
MARKET SIZE AND FORECAST
An on-going need for and interest in footwear contributes to continued growth
Figure 4: Total US sales and fan chart forecast of men’s and women’s footwear, at current prices, 2012-22
Figure 5: Total US sales and forecast of men’s and women’s footwear, at current prices, 2012-22
MARKET BREAKDOWN
Steady growth expected in both men’s and women’s footwear
Figure 6: Total US retail sales and forecast of men’s and women’s footwear, by segment, at current prices, 2012-22
Women’s footwear continues to drive the category
Figure 7: Total US retail sales of men’s and women’s footwear, by segment, at current prices, 2015 and 2017
MARKET FACTORS 
Higher consumer confidence could lead to more spending
Figure 8: Consumer confidence and unemployment, 2000-March 2018
Population growth expected among key consumer groups
Young men and women
Figure 9: Population by age, 2013-23
Multicultural consumers
Figure 10: Population by race and Hispanic origin, 2013-23
Weather may affect footwear spending
Figure 11: U.S. precipitation, 12-month glance, March 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Innovative products and experiences keep shoppers interested
Shoppers are growing more comfortable with online shopping, indicating a threat for traditional retailers
New ways to address consumer preferences could appeal to both hesitant and frequent shoppers
WHAT’S WORKING?
New reasons to buy more shoes
Tech upgrades
Figure 12: Under Armour email campaign, February 2017
Customization
Figure 13: Converse email campaign, March 2018
Limited editions and designer collaborations
Figure 14: Adidas email campaign, March 2018
Special events and pop-ups
Casual is the new cool
Figure 15: Nordstrom email campaign, March 2018
Figure 16: Neiman Marcus email campaign, March 2018
Figure 17: Nordstrom email campaign, February 2018
Figure 18: Madewell email campaign, December 2017
WHAT’S STRUGGLING?
Some traditional outlets are struggling to stay relevant
Figure 19: Retailers shopped, in-store versus online, March 2018
WHAT’S NEXT?
Bridging the gap of online shopping
Figure 20: Desired improvements, March 2018
Investing in more than just shoes
Figure 21: Natural lifestyle motivators, by generation, April 2017
Figure 22: Adidas and Parley partnership email campaign, March 2018
Next Level Unboxing
THE CONSUMER – WHAT YOU NEED TO KNOW 
Consumers are replacing and splurging
Shoe shoppers seek traditional channels, but online shopping is growing
Footwear shoppers seek comfortable and casual styles
Most shoppers prefer to try before they buy and want retailers to help eliminate hesitation
REASONS FOR PURCHASING
Replacement and splurging are top reasons consumers buy shoes
Figure 23: Reasons for purchasing, March 2018
Men shop with purpose, women shop to treat themselves
Figure 24: Reasons for purchasing, by gender, March 2018
Figure 25: Footwear etc. email campaign, March 2018
Figure 26: Nike e-mail campaign, March 2018
Younger shoppers seek comfort
Figure 27: Reasons for purchasing, by age, March 2018
Parents have many reasons for purchasing footwear
Figure 28: Reasons for purchasing, by parental status, March 2018
Black shoppers are rewarding, while Hispanic shoppers are dressing up
Figure 29: Reasons for purchasing, by race and Hispanic origin, March 2018
RETAILERS SHOPPED
More than three quarters of footwear shoppers buy online
Figure 30: Retailers shopped, any retailer, March 2018
Figure 31: Retailers shopped, any visitation, March 2018
Women seek traditional destinations, while men seek convenience
Figure 32: Retailers shopped, by gender, March 2018
Young, affluent consumers are engaged, adventurous shoppers
Figure 33: Retailers shopped, by age and household income, March 2018
Hispanic consumers making more purchases in-store than others
Figure 34: Retailers shopped in-store, by race and Hispanic origin, March 2018
ITEMS PURCHASED
Top purchases reflect casualization trend
Figure 35: Items purchased – any purchase, March 2018
Men prioritize athletic footwear over other types
Figure 36: Items purchased – men’s footwear, by gender, March 2018
Women shift purchases with age
Figure 37: Items purchased – women’s footwear, by gender and age, March 2018
Married women appear to be shopping for their spouses
Figure 38: Items purchased – men’s footwear, by gender and marital status, March 2018
Hispanic shoppers making more men’s purchases
Figure 39: Items purchased – men’s footwear, by Hispanic origin, March 2018
PREFERENCES FOR FOOTWEAR SHOPPING
Preferences are split between in-store and online shoe shopping:
Most consumers want to try before they buy
Figure 40: Preferences for footwear shopping, March 2018
Older women prefer to try on shoes, while young men are doing more online research
Figure 41: Preferences for footwear shopping, by gender and age, March 2018
Dads are likely to seek guidance with their purchases
Figure 42: Preferences for footwear shopping, by parental status, March 2018
Black and Hispanic shoppers demonstrate similar preferences when shopping for footwear
Figure 43: Preferences for footwear shopping, by race and Hispanic origin, March 2018
ATTITUDES TOWARD FOOTWEAR
Comfort and quality are a priority for most shoppers
Figure 44: Attitudes toward footwear, March 2018
Young women express desire to be trendy over comfortable
Women describe how they typically make footwear purchases
Figure 45: Attitudes toward footwear, by gender and age, March 2018
Dads are willing to invest in shoes and look to social media for guidance
Figure 46: Attitudes toward footwear, by parental status, March 2018
Multicultural shoppers desire to be trendy
Multicultural shoppers describe their thoughts on style
DESIRED IMPROVEMENTS
Consumers want more options to alleviate frustrations
Figure 47: Desired improvements, March 2018
Innovations could increase purchases among the most enthusiastic shoppers
Figure 48: Desired improvements, by gender and age, March 2018
Parents are influenced by more factors
Figure 49: Desired improvements, by parental status, March 2018
Special shoes and sizing, reservations, and rewards could engage multicultural consumers
Figure 50: Desired improvements, by race and Hispanic origin, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 51: Total US sales and forecast of men’s and women’s footwear, at inflation-adjusted prices, 2012-22
Figure 52: Total US retail sales and forecast of men's footwear, at inflation-adjusted prices, 2012-22
Figure 53: Total US retail sales and forecast of women's footwear, at inflation-adjusted prices, 2012-22
Figure 54: Female population by age, 2013-23
Figure 55: Male population by age, 2013-23
Figure 56: Median household income, by race and Hispanic origin of householder, 2016
APPENDIX – THE CONSUMER 
Figure 57: Retailers shopped, by reasons for purchasing, March 2018
Figure 58: Items purchased – women’s footwear, March 2018
Figure 59: Items purchased – men’s footwear, March 2018