Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of adult footwear, at current prices, 2009-19
- Market drivers
- Macroeconomic indicators support growth in footwear sales
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- Figure 2: consumer confidence and unemployment, 2000-14
- Growing Hispanic population comprises key demographic for market
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- Figure 3: Population, by race and Hispanic origin, 2009-19
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- Figure 4: Women's and men's footwear purchases, by race/Hispanic origin, June 2014
- Fitness and health concerns drive demand for athletic shoes
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- Figure 5: Reasons for purchasing athletic footwear, June 2014
- Major suppliers and retailers embrace e-commerce and digital tools
- The consumer
- Women warrant focus as owners and buyers of greater number and range of shoes
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- Figure 6: Women's and men's footwear purchases, June 2014
- In-store shopping leads, but online retail is fast growing
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- Figure 7: Retailers shopped for footwear, June 2014
- Replacement is key driver, although other motivations are many and diverse
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- Figure 8: Reasons for purchasing footwear, by gender, June 2014
- Comfort, durability, and style are top-ranked attributes in new shoes
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- Figure 9: Important attributes when shopping for footwear (top 3 rank), June 2014
- Customers stick with styles they like, seek out sales, and avoid paying full price
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- Figure 10: Attitudes toward footwear in relation to price, comfort, and style, by gender and age, June 2014
- What we think
Issues and Insights
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- What motivates purchase and what attributes do key buyers seek?
- The issues
- The implications
- How is online shopping changing the retail landscape for footwear?
- The issues
- The implications
- How can retailers best engage with young Hispanics, including families?
- The issues
- The implications
Trend Applications
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- Trend: Many Mes
- Trend: Sense of the Intense
- Trend: Return to the Experts
Market Size and Forecast
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- Key points
- Slow but positive growth posted in competitive setting
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- Figure 11: Total US sales and forecast of adult footwear, at current prices, 2009-19
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- Figure 12: Total US sales and forecast of adult footwear, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 13: Total US sales and fan chart forecast of adult footwear, at current prices, 2009-19
Market Drivers
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- Key points
- Macroeconomic indicators support growth in footwear sales
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- Figure 14: Real gross domestic product and related measures: percent change from previous period, 2007-14
- Figure 15: consumer confidence and unemployment, 2000-14
- Growing Hispanic population comprises key demographic for market
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- Figure 16: Population, by race and Hispanic origin, 2009-19
- Figure 17: Women's and men's footwear purchases, by race/Hispanic origin, June 2014
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- Figure 18: Women's and men's footwear purchases, by Hispanic origin and age, June 2014
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- Figure 19: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
- Millennials and aging Boomers key demographic groups for footwear market
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- Figure 20: Women's and men's footwear purchases, by generations, June 2014
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- Figure 21: population, by generations, 2009-19
- Fitness and health concerns drive demand for athletic shoes
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- Figure 22: Prevalence of obesity among adults aged 20 and over, 2011-12
Segment Performance
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- Key points
- Women’s footwear is largest segment, helping drive growth from 2009-14
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- Figure 23: Total US retail sales and forecast of adult footwear, by segment, at current prices, 2009-19
- Figure 24: US retail sales and market share of adult footwear, by segment, at current prices, 2012 and 2014
Segment Performance – Women’s Footwear
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- Key points
- Women’s footwear is largest segment, helping drive growth from 2009-14
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- Figure 25: Total US Sales and forecast of women’s footwear, at current prices, 2009-19
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- Figure 26: Total US Sales and forecast of women’s footwear, at inflation-adjusted prices, 2009-19
Segment Performance – Men’s Footwear
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- Key points
- Men’s footwear buoyed by athletics and 18-34-year-old enthusiasts
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- Figure 27: Total US Sales and forecast of men’s footwear, at current prices, 2009-19
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- Figure 28: Total US Sales and forecast of men’s footwear, at inflation-adjusted prices, 2009-19
Major Suppliers
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- Overview of major suppliers of footwear to US market
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- Figure 29: Company wide sales of major footwear suppliers in US Market, 2012 and 2013
- Nike is dominant US supplier of athletic footwear
- German footwear giant touts adidas, Reebok, and Rockport brands
- Wolverine strengthens portfolio with Sperry Top-Sider’s steady growth
- Brown Shoe Company offers Naturalizer and range of other brands
- Skechers offers fashionable sneakers and casual shoes
- Vans sees sales climb in 2013
- Deckers Outdoor Corporation sells casual and high-performance brands
- Steve Madden sells footwear and other fashion products for women
- Crocs sees US sales slump in 2013 as its clogs slide in popularity
Retailer Overview
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- Introduction
- Overview of retailer websites and other online retailing tools
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- Figure 30: number of items sold and shipping services on websites of select footwear retailers, August 2014
- Department stores
- Nordstrom has reputation for wide selection of stylish shoes and great service
- Macy’s invests in “omnichannel” retail and reaches out to Hispanics
- JCPenney makes private label central to “back to basics” strategy
- Mass merchandisers
- Walmart maximizes low-price reputation, builds omnichannel presence
- Target offers budget-conscious chic through collaborations with designers
- Discount shoe stores
- DSW develops online presence and launches in-store pick-up for online buyers
- Payless targets families with wide range of exclusive, affordable brands
- Online shoe retailers
- Amazon.com leverages its expertise and clout as dominant online retailer
- Zappos.com shines with great customer service and “fun and a little weird” reputation
Innovations and Innovators
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- New technologies and materials
- Major suppliers upgrade shoes with improvements in materials and technology
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- Figure 31: Nike Free shoes with NIKEiD customization, 2014
- Figure 32: adidas Running Energy Boost 2.0 ESM shoes, 2014
- Lechal is “smart” shoe with buzzing insoles and Bluetooth technology
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- Figure 33: Lechal shoe integrating Bluetooth technology, 2014
- Other high-tech features and futuristic materials may transform shoes in the future
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- Figure 34: Social Media Barricade shoe from adidas, 2012
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- Figure 35: Vibram Smart Concept Sole, 2013
- Expansion and innovation in customization, in-store and online
- Skateboard shoes and athletic brands at forefront of customization
- Higher-end brands offer exclusive, made-in-the-US customized footwear
- Customization now found in boots, sandals, and women’s stilettos
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- Figure 36: Customizable Keen Newport H2 Sandals, 2014
- Innovative collaborations with bloggers and vbloggers
- Sarah Jessica Parker line leverages TV character’s love of shoes
- Zappos.com develops ongoing innovations in customer service
Marketing Strategies
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- Overview of the brand landscape
- Theme: Attract active youth with power, thrill, and drive of top athletes
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- Figure 37: Nike, “just do it – Out Move Yesterday ” ad, 2013
- Nike’s 2014 “Risk Everything” showcases top soccer athletes in edgy campaign
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- Figure 38: Nike’s Risk Everything Logo
- Figure 39: screenshot from Nike’s Risk Everything website showcasing soccer app
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- Figure 40: Nike, “Risk everything” ad featuring soccer stars, April 2014
- adidas “All In or Nothing” ad evokes high stakes and edgy cool of World Cup
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- Figure 41: adidas, “All In Or Nothing” for world cup, May 2014
- Theme: Embracing music, Xtreme sports, popular culture, and creativity
- Vans offers cool surf and skate wear and countercultural edge
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- Figure 42: Vans Star Wars Co-Branded collection, 2014
- Theme: Use celebrity endorsements to hone demographic appeal
- Keds uses Taylor Swift to promote colorful sneakers and “Brave Life Project”
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- Figure 43: Keds Print ad features Taylor Swift and promotes brave project, 2014
- Steve Madden uses Jenner sisters to promote Madden Girl label
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- Figure 44: Madden Girl, “Kendall & Kylie Jenner,” 2014
- Skechers appeals to young women aged 13-24 with endorsements of young pop singers
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- Figure 45: Skechers, Danielle Bradbery promotes BOBS shoes, May 2014
- Skechers promotes Relaxed Fit Line with older celebrities
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- Figure 46: Skechers, Brooke Burke-Charvet Relaxed Fit, July 2014
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- Figure 47: Skechers, Joe Montana and Relaxed Fit, 2014
- Figure 48: Skechers, Mark Cuban and Relaxed Fit, November 2013
- Cole Haan features older celebrities to celebrate 85th anniversary
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- Figure 49: Cole Haan print ad, 2014
- Theme: Appeal to tradition and nostalgia, capitalize on classic styles
- Wolverine touts a history of rugged, tough performance extending to 1883
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- Figure 50: Print ad for Wolverine, 2013
- Sperry Top-Sider leverages preppy sensibility and nostalgia
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- Figure 51: Sperry Top-Sider “Fresh Canvas,” ad info, April 2014
- Frye promotes quality and all-American history
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- Figure 52: Frye boot 150 anniversary collection print ad,2013
- Theme: Sustainable products and social responsibility for Millennials
- Toms touts “one for one” commitment to donate shoes to those in need
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- Figure 53: Toms Animal Initiative shoes with Virunga National Park logo and gorilla image, 2014
Purchase of Men’s and Women’s Footwear
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- Key points
- Gender is key factor shaping the number and types of footwear purchased
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- Figure 54: Women's and men's footwear purchases, June 2014
- Those aged 18-34 comprise most dynamic consumers of footwear
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- Figure 55: Women's and men's footwear purchases, by gender and age, June 2014
- Income drives purchasing of greater range of shoes
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- Figure 56: Women's and men's footwear purchases, by household income, June 2014
- Women’s footwear purchases
- Women aged 18-34 are top buyers in women’s footwear
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- Figure 57: Women's footwear purchases, by gender and age, June 2014
- Men’s footwear purchases
- Men aged 18-34 over index for purchasing of men’s footwear
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- Figure 58: Men's footwear purchases, by gender and age, June 2014
Retailers Shopped for Men’s and Women’s Footwear
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- Key points
- Brick-and-mortar stores still widely used, but online retail growing
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- Figure 59: Retailers shopped for footwear, June 2014
- Retailers shopped in-store
- Gender and age shape preferences of in-store footwear retailers
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- Figure 60: In-store retailers shopped for footwear, by gender and age, June 2014
- Household income shapes choice of in-store retailer
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- Figure 61: In-store retailers shopped for footwear, by household income, June 2014
- Retailers shopped online
- Men aged 18-34 stand out as top users of online footwear retailers
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- Figure 62: Online retailers shopped for footwear, by gender and age, June 2014
- Household income drives use of online footwear retailers
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- Figure 63: Online retailers shopped for footwear, by household income, June 2014
Reasons for Purchasing Footwear
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- Key points
- Replacement is key driver, though other motivations are many and diverse
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- Figure 64: Reasons for purchasing footwear, June 2014
- Sales, special occasions, and simple impulse motivate female buyers
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- Figure 65: Reasons for purchasing footwear, by gender, June 2014
- Younger shoppers buy for greater range of reasons
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- Figure 66: Reasons for purchasing footwear, by age, June 2014
- Replacement is primary reason for purchase, regardless of income
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- Figure 67: Reasons for purchasing footwear, by household income, June 2014
Reasons for Purchasing Athletic Footwear
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- Key points
- Replacement is prime reason, followed by everyday use, fashion, and sports
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- Figure 68: Reasons for purchasing athletic footwear, June 2014
- Men aged 18-34 seek athletic shoes for sports and value endorsements
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- Figure 69: Reasons for purchasing athletic footwear, by gender and age, June 2014
Important Attributes When Selecting Footwear
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- Key points
- Comfort, durability, and style/fashion are top-ranked factors
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- Figure 70: Important attributes when shopping for footwear, June 2014
- Women place more value on fashion/style, men on durability and fit
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- Figure 71: Important attributes when shopping for footwear, by gender (top 3 rank), June 2014
- Older shoppers prioritize comfort and ease, younger adults seek style and brand name
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- Figure 72: Important attributes when shopping for footwear, by age (top 3 rank), June 2014
- Across all household incomes, comfort is key consideration
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- Figure 73: Important attributes when shopping for footwear, by household income (top 3 rank), June 2014
Attitudes toward Footwear Price, Comfort, and Style
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- Key points
- Customers stick with styles they like, seek out sales
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- Figure 74: Attitudes toward footwear in relation to price, comfort, and style – Any Agree June 2014
- Women aged 35+ seek out sales, men aged 18-34 most willing to pay full price
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- Figure 75: Attitudes toward footwear in relation to price, comfort, and style, by gender and age, June 2014
- Regardless of household income, all shoppers want a great deal on footwear
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- Figure 76: Attitudes toward footwear in relation to price, comfort, and style, by household income, June 2014
Attitudes toward In-store Shopping for Footwear
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- Key points
- The majority enjoy shopping, but fewer prefer stores with assistants
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- Figure 77: Attitudes toward in-store shopping for footwear, June 2014
- Younger consumers and women find greater pleasure in shopping
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- Figure 78: Attitudes toward in-store shopping for footwear, by gender and age, June 2014
Attitudes toward Online Activities Regarding Footwear
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- Key points
- One in three prefer online purchasing with free shipping
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- Figure 79: Attitudes toward online activities regarding footwear, June 2014
- Age is key determinant for using online shopping and other resources
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- Figure 80: Attitudes toward online activities regarding footwear, by gender and age, June 2014
- Social media is crucial tool for engaging younger buyers
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- Figure 81: Attitudes toward online activities regarding footwear, by gender and age, June 2014
- Online shopping preference higher for those with household income of $75K+
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- Figure 82: Attitudes toward online activities regarding footwear, by household income, June 2014
Race and Hispanic Origin
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- Key points
- Hispanics buy more shoes than non-Hispanics
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- Figure 83: Women's and men's footwear purchases, by race/Hispanic origin, June 2014
- Young Hispanics comprise key consumer demographic
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- Figure 84: Women's and men's footwear purchases, by Hispanic origin and age, June 2014
- Hispanics over index for department stores and discount shoe stores
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- Figure 85: In-store retailers shopped for footwear, by race/Hispanic origin, June 2014
- Hispanics show high use of a range of online retailers
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- Figure 86: Online retailers shopped for footwear, by race/Hispanic origin, June 2014
- Blacks and Hispanics place greater importance on brand/designer names
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- Figure 87: Important attributes when shopping for footwear, by race/Hispanic origin (top 3 rank), June 2014
- Hispanics aged 18-44 buy shoes for gamut of reasons beyond replacement
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- Figure 88: Reasons for purchasing footwear, by Hispanic origin and age, June 2014
- Blacks and Hispanics follow trends and are more willing to pay full price
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- Figure 89: Attitudes toward footwear in relation to price, comfort, and style, by race/Hispanic origin, June 2014
- Blacks and Hispanics over index for enjoyment of shopping
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- Figure 90: Attitudes toward footwear, by race/Hispanic origin, June 2014
- Hispanics aged 18-44 show enthusiasm for online shopping and tools
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- Figure 91: Attitudes toward online activities regarding footwear by Hispanic origin and age, June 2014
Cluster Analysis
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- Basics-only Deal-seekers
- Demographics
- Characteristics
- Opportunity
- Style-seekers
- Demographics
- Characteristics
- Opportunity
- Shoe Enthusiasts
- Demographics
- Characteristics
- Opportunity
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- Figure 92: Footwear cluster groups, June 2014
- Figure 93: In-store retailers shopped for footwear, by footwear cluster groups, June 2014
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- Figure 94: Online retailers shopped for footwear, by footwear cluster groups, June 2014
- Figure 95: Reasons for purchasing footwear, by footwear cluster groups, June 2014
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- Figure 96: Important attributes when shopping for footwear (top 3 rank), by footwear cluster groups, June 2014
- Figure 97: Attitudes toward footwear by footwear cluster groups, June 2014
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- Figure 98: Attitudes toward online activities regarding footwear by footwear cluster groups, June 2014
- Cluster demographic tables
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- Figure 99: Footwear cluster groups, by demographics, June 2014
- Cluster methodology
Appendix – Other Useful Consumer Tables
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- Women’s and men’s footwear purchases
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- Figure 100: Women's and men's footwear purchases, by marital/relationship status, June 2014
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- Figure 101: Women's and men's footwear purchases, by household size, June 2014
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- Figure 102: Women's and men's footwear purchases, by employment, June 2014
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- Figure 103: Women's and men's footwear purchases, by race and age, June 2014
- Women’s footwear purchases
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- Figure 104: Women's footwear purchases, by household income, June 2014
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- Figure 105: Women's footwear purchases, by marital/relationship status, June 2014
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- Figure 106: Women's footwear purchases, by household size, June 2014
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- Figure 107: Women's footwear purchases, by presence of children in household, June 2014
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- Figure 108: Women's footwear purchases, by employment, June 2014
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- Figure 109: Women's footwear purchases, by generations, June 2014
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- Figure 110: Women's footwear purchases, by race and age, June 2014
- Men’s footwear purchases
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- Figure 111: Men's footwear purchases, by household income, June 2014
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- Figure 112: Men's footwear purchases, by marital/relationship status, June 2014
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- Figure 113: Men's footwear purchases, by household size, June 2014
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- Figure 114: Men's footwear purchases, by presence of children in household, June 2014
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- Figure 115: Men's footwear purchases, by employment, June 2014
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- Figure 116: Men's footwear purchases, by generations, June 2014
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- Figure 117: Men's footwear purchases, by race and age, June 2014
- Retailers shopped in-store
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- Figure 118: In-store retailers shopped for footwear, by presence of children in household, June 2014
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- Figure 119: In-store retailers shopped for footwear, by marital/relationship status, June 2014
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- Figure 120: In-store retailers shopped for footwear, by household size, June 2014
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- Figure 121: In-store retailers shopped for footwear, by employment, June 2014
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- Figure 122: In-store retailers shopped for footwear, by race and age, June 2014
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- Figure 123: In-store retailers shopped for footwear, by Hispanic origin and age group, June 2014
- Retailers shopped online
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- Figure 124: Online retailers shopped for footwear, by marital/relationship status, June 2014
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- Figure 125: Online retailers shopped for footwear, by household size, June 2014
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- Figure 126: Online retailers shopped for footwear, by employment, June 2014
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- Figure 127: Online retailers shopped for footwear, by generations, June 2014
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- Figure 128: Online retailers shopped for footwear, by presence of children in household, June 2014
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- Figure 129: Online retailers shopped for footwear, by Hispanic origin and age, June 2014
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- Figure 130: Retailers shopped in-store or online, by any footwear purchase, part 1, June 2014
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- Figure 131: Retailers shopped in-store or online, by any footwear purchase, part 2, June 2014
- Reasons for purchasing footwear
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- Figure 132: Reasons for purchasing footwear, by marital status, June 2014
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- Figure 133: Reasons for purchasing footwear, by employment, June 2014
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- Figure 134: Reasons for purchasing footwear, by race and age, June 2014
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- Figure 135: Reasons for purchasing footwear, by generations, June 2014
- Reasons for purchasing athletic footwear
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- Figure 136: Reasons for purchasing athletic footwear, by household income, June 2014
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- Figure 137: Reasons for purchasing athletic footwear, by marital/relationship status, June 2014
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- Figure 138: Reasons for purchasing athletic footwear, by household size, June 2014
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- Figure 139: Reasons for purchasing athletic footwear, by employment, June 2014
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- Figure 140: Reasons for purchasing athletic footwear, by generations, June 2014
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- Figure 141: Reasons for purchasing athletic footwear, by presence of children in household, June 2014
- Important attributes when shopping for footwear
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- Figure 142: Important attributes when shopping for footwear, by marital/relationship status (top 3 rank), June 2014
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- Figure 143: Important attributes when shopping for footwear, by household size (top 3 rank), June 2014
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- Figure 144: Important attributes when shopping for footwear, by presence of children in household (top 3 rank), June 2014
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- Figure 145: Important attributes when shopping for footwear, by generations (top 3 rank), June 2014
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- Figure 146: Important attributes when shopping for footwear, by race and age (top 3 rank), June 2014
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- Figure 147: Important attributes when shopping for footwear, by Hispanic origin and age (top 3 rank), June 2014
- Attitudes toward footwear
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- Figure 148: Attitudes toward footwear in relation to price, comfort, and style, by Hispanic origin and age, June 2014
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- Figure 149: Attitudes toward footwear, by marital/relationship status, June 2014
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- Figure 150: Attitudes toward footwear, by household size, June 2014
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- Figure 151: Attitudes toward footwear, by presence of children in household, June 2014
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- Figure 152: Attitudes toward footwear, by employment, June 2014
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- Figure 153: Attitudes toward footwear, by generations, June 2014
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- Figure 154: Attitudes toward in-store shopping for footwear, by household income, June 2014
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- Figure 155: Attitudes toward in-store shopping for footwear, by presence of children in household, June 2014
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- Figure 156: Attitudes toward in-store shopping for footwear, by race and age, June 2014
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- Figure 157: Attitudes toward in-store shopping for footwear, by Hispanic origin and age, June 2014
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- Figure 158: Attitudes toward online activities regarding footwear, by marital/relationship status, June 2014
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- Figure 159: Attitudes toward online activities regarding footwear, by household size, June 2014
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- Figure 160: Attitudes toward online activities regarding footwear, by race and age, June 2014
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- Figure 161: Attitudes toward online activities regarding footwear, by employment, June 2014
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- Figure 162: Attitudes toward online activities regarding footwear, by household income, June 2014
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- Figure 163: Attitudes toward online activities regarding footwear, by marital/relationship status, June 2014
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- Figure 164: Attitudes toward online activities regarding footwear, by presence of children in household, June 2014
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- Figure 165: Attitudes toward online activities regarding footwear, by household size, June 2014
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- Figure 166: Attitudes toward online activities regarding footwear, by presence of children in household, June 2014
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- Figure 167: Attitudes toward online activities regarding footwear, by employment, June 2014
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- Figure 168: Attitudes toward online activities regarding footwear, by race/Hispanic origin, June 2014
Appendix – Trade Associations
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