Table of Contents
Executive Summary
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- Overview
- The issues
- Increased online shopping could create challenges for traditional retailers
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- Figure 1: Preferences for footwear shopping, March 2018
- Replacement is the top reason for purchase
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- Figure 2: Reasons for purchase, March 2018
- The opportunities
- Giving consumers more reasons to shop
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- 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
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- 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
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- An on-going need for and interest in footwear contributes to continued growth
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- 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
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- Steady growth expected in both men’s and women’s footwear
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- 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
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- Figure 7: Total US retail sales of men’s and women’s footwear, by segment, at current prices, 2015 and 2017
Market Factors
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- Higher consumer confidence could lead to more spending
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- Figure 8: Consumer confidence and unemployment, 2000-March 2018
- Population growth expected among key consumer groups
- Young men and women
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- Figure 9: Population by age, 2013-23
- Multicultural consumers
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- Figure 10: Population by race and Hispanic origin, 2013-23
- Weather may affect footwear spending
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- Figure 11: U.S. precipitation, 12-month glance, March 2018
Key Players – What You Need to Know
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- 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?
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- New reasons to buy more shoes
- Tech upgrades
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- Figure 12: Under Armour email campaign, February 2017
- Customization
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- Figure 13: Converse email campaign, March 2018
- Limited editions and designer collaborations
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- Figure 14: Adidas email campaign, March 2018
- Special events and pop-ups
- Casual is the new cool
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- Figure 15: Nordstrom email campaign, March 2018
- Figure 16: Neiman Marcus email campaign, March 2018
- Figure 17: Nordstrom email campaign, February 2018
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- Figure 18: Madewell email campaign, December 2017
What’s Struggling?
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- Some traditional outlets are struggling to stay relevant
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- Figure 19: Retailers shopped, in-store versus online, March 2018
What’s Next?
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- Bridging the gap of online shopping
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- Figure 20: Desired improvements, March 2018
- Investing in more than just shoes
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- 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
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- 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
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- Replacement and splurging are top reasons consumers buy shoes
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- Figure 23: Reasons for purchasing, March 2018
- Men shop with purpose, women shop to treat themselves
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- Figure 24: Reasons for purchasing, by gender, March 2018
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- Figure 25: Footwear etc. email campaign, March 2018
- Figure 26: Nike e-mail campaign, March 2018
- Younger shoppers seek comfort
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- Figure 27: Reasons for purchasing, by age, March 2018
- Parents have many reasons for purchasing footwear
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- Figure 28: Reasons for purchasing, by parental status, March 2018
- Black shoppers are rewarding, while Hispanic shoppers are dressing up
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- Figure 29: Reasons for purchasing, by race and Hispanic origin, March 2018
Retailers Shopped
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- More than three quarters of footwear shoppers buy online
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- Figure 30: Retailers shopped, any retailer, March 2018
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- Figure 31: Retailers shopped, any visitation, March 2018
- Women seek traditional destinations, while men seek convenience
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- Figure 32: Retailers shopped, by gender, March 2018
- Young, affluent consumers are engaged, adventurous shoppers
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- Figure 33: Retailers shopped, by age and household income, March 2018
- Hispanic consumers making more purchases in-store than others
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- Figure 34: Retailers shopped in-store, by race and Hispanic origin, March 2018
Items Purchased
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- Top purchases reflect casualization trend
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- Figure 35: Items purchased – any purchase, March 2018
- Men prioritize athletic footwear over other types
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- Figure 36: Items purchased – men’s footwear, by gender, March 2018
- Women shift purchases with age
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- Figure 37: Items purchased – women’s footwear, by gender and age, March 2018
- Married women appear to be shopping for their spouses
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- Figure 38: Items purchased – men’s footwear, by gender and marital status, March 2018
- Hispanic shoppers making more men’s purchases
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- Figure 39: Items purchased – men’s footwear, by Hispanic origin, March 2018
Preferences for Footwear Shopping
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- Preferences are split between in-store and online shoe shopping:
- Most consumers want to try before they buy
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- Figure 40: Preferences for footwear shopping, March 2018
- Older women prefer to try on shoes, while young men are doing more online research
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- Figure 41: Preferences for footwear shopping, by gender and age, March 2018
- Dads are likely to seek guidance with their purchases
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- Figure 42: Preferences for footwear shopping, by parental status, March 2018
- Black and Hispanic shoppers demonstrate similar preferences when shopping for footwear
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- Figure 43: Preferences for footwear shopping, by race and Hispanic origin, March 2018
Attitudes toward Footwear
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- Comfort and quality are a priority for most shoppers
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- Figure 44: Attitudes toward footwear, March 2018
- Young women express desire to be trendy over comfortable
- Women describe how they typically make footwear purchases
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- 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
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- 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
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- Consumers want more options to alleviate frustrations
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- Figure 47: Desired improvements, March 2018
- Innovations could increase purchases among the most enthusiastic shoppers
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- Figure 48: Desired improvements, by gender and age, March 2018
- Parents are influenced by more factors
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- Figure 49: Desired improvements, by parental status, March 2018
- Special shoes and sizing, reservations, and rewards could engage multicultural consumers
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- Figure 50: Desired improvements, by race and Hispanic origin, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- 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
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- Figure 55: Male population by age, 2013-23
- Figure 56: Median household income, by race and Hispanic origin of householder, 2016
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Appendix – The Consumer
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- Figure 57: Retailers shopped, by reasons for purchasing, March 2018
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- Figure 58: Items purchased – women’s footwear, March 2018
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- Figure 59: Items purchased – men’s footwear, March 2018
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