The Global Footwear Market: Athletic and non-Athletic Shoes

Aug 1, 2009
240 Pages - Pub ID: LA2091872
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Footwear is a huge and increasingly diversified business, driven by a host of demographic, lifestyle and fashion trends. As a result, the industry is being segmented ever more finely as seen in the diversity of mainstream footwear trends — from casual comfort to sexy stiletto, and the fact that, in recent years, a far greater range of styles has become acceptable in the U.S. workplace. The liberalization of footwear norms coincided with an era of greed and seemingly endless conspicuous consumption where $150 sneakers and $500 pumps were easily consumed with ever-expanding consumer credit.

However, with a new economic reality comes a paradigm shift in the consumer mindset. For some consumers, charge now and pay later has been replaced with pay now or don’t buy at all. Instead of feeling good about expensive or ostentatious brands as they have in the past, many consumers will increasingly feel good about getting the best value, making the smartest choice, or not spending at all in 2009. The surge in frugality has brought back a variety of money-saving behaviors from days of yore, such as layaway and home cooked meals. Even cobblers are making a comeback.

Packaged Facts estimates the global footwear market at retail grew two percent over the 2007 level of $189.3 billion to $192.3 billion in 2008. Though the U.S. market grew at an annual rate of six percent between 2004 and 2008, growth in 2008 was much more subdued at less than two percent. For the footwear industry, an ongoing consumer paradigm shift in attitudes towards greater frugality and less conspicuous consumption means high-flying fashion brands may suffer at the expense of less expensive alternatives. But can the major marketers and retailers adapt?

The Global Footwear Market: Athletic and non-Athletic Shoes examines these questions and many others by looking at the current market, trends, major brands, and consumer preferences. The report presents concise, thought provoking analysis of various aspects of the footwear industry and provides a forecast for the market through 2013.

Read an excerpt from this report below.

Research Methodology

The information presented in this report was obtained from primary and secondary research. Primary research entailed on-site examination of footwear products in retail stores and consultations with footwear industry observers and executives. Secondary research involved canvassing information from financial, marketing, and trade publications, company literature, and independent research reports, plus reviews of industry group websites, such as the American Apparel and Footwear Association, and blogs and readers’ comments posted on these sites. Information was also gathered from the U.S Department of Commerce’s U.S. Census Bureau and major players in the industry. Other market data sources included the U.S. Bureau of Economic Analysis (BEA), the U.S. Bureau of Labor Statistics (BLS), and the U.S. International Trade Commission (USITC), and Experian Simmons Market Research Bureau (New York, NY) Winter 2008/09 Study of Media and Markets.

About the Author

Cogitamus Consulting is a branding and market research boutique in NYC that's all about hard work, imagination and common sense. Working with our clients, we custom tailor solutions and provide creative, thought-provoking analysis that address the most pertinent questions facing marketers, through general business consulting, white papers, and branded product concept and strategy development.

Chapter 1: Executive Summary
Scope of Report
Product Categories
Methodology
Global Footwear Market
Global Footwear Market Rises 2% Driven by Asia, Latin America
Figure 1-1: Global Footwear Retail Market, 2004-2008 (in billions $)
Unit Volume Declines Globally
Figure 1-2: Global Footwear Retail Market Unit Volume, 2004-2008 (in millions of pairs)
U.S. Footwear Retail Market
U.S. Footwear Market Flat
Figure 1-3: U.S. Footwear Retail Market and Percent of Global Footwear Market, 2004-2008 (in billions $)
U.S. Unit Volume Declines
Figure 1-4: U.S. Footwear Apparent Consumption by Volume and Percent of Global Footwear Market, 2004-2008 (in millions of pairs)
Imports Dominate U.S. Market
Figure 1-5: Share U.S. Footwear Import Volume by Top 10 Countries of Origin, 2008 (%)
U.S. Footwear Sales by Consumer Group & Major Product Category
Figure 1-6: Share of U.S. Footwear Retail Sales by Consumer Group and Major Product Category, 2008 (%)
Global Footwear Market Forecast
Global Footwear Market to Reach $238 Billion by 2013
Figure 1-7: Global Footwear Retail Market Forecast, 2008-2013 (in billions $).9
Global Unit Volume Consumption to Reach 12.1 Billion Pairs
Figure 1-8: Global Footwear Retail Market Unit Volume Forecast, 2008-2013 (in millions of pairs)
U.S. Footwear Market
U.S. Footwear Market to Suffer from Thriftier Consumer Habits
Figure 1-9: U.S. Footwear Retail Market Forecast, 2008-2013 (in billions $)
Unit Volume Declines Globally
Figure 1-10: U.S. Footwear Retail Market Unit Volume Forecast, 2008-2013 (in millions of pairs)
Footwear Retail Sales by Major Channels
Figure 1-11: Share of U.S. Footwear Sales by Major Channel, 2008 (%)
Competitive Landscape
Footwear Market Highly Fragmented
Table 1-1: Selected Footwear Marketers with Footwear Sales Greater Than $1 Billion, 2004-2008 (in millions $)
Marketplace and Consumer Trends
Down Economy Means Thriftier Consumer
Fashion and Footwear Industries Feeling the Pinch
Figure 1-12: Quarterly Clothing and Clothing Accessory Store Sales, 1992-Q1, 2009 (in billions $)
Consumer Footwear Expenditures
Kids Footwear Has Three Protections
Company Ethics and Added Values Important to Consumers
Counterfeiting, a Dangerous Business
Industry Hopes to See End Depression-Era Tax
Style and Innovation Trends: Personalized Footwear
Comfort versus Style: Footwear No longer Easily Categorized
Technology Offers Good Shoes and Good Health
Aggressive Designs Versus Staid Style
Marketing Outreach
Recession Time to Engage Loyal Consumers
Integration Important as Media Preferences Shift
Jimmy Choo Out of The Shoe Box Thinking
Virtual Marketing and Etail Make Most of Recession Dollars
All the Simplicity of Email
Make Use of Alternative Advertising Media
The Puma Past Masher
Behavioral Targeting in Diverse Consumer Market
Word-of-Mouth Increasingly Important
Social Networking to Play Big Part in WOM
Don’t Forget the Human Touch
Product Placement Opportunities Abound
Nike Active in Broadcast Placement
Reliance on Sports Icons Shifting More to Celebrity
Payless and Summer Rayne Oakes Go Green
Footwear Consumer
Men’s Athletic Footwear Penetration Levels Highest at 20%
Table 1-2: Total Consumer Penetration Levels for Men’s Footwear Bought in the Past 12 Months, 2004-2009 (%)
Women’s Non-Athletic Footwear Penetration Levels Highest at 23%
Table 1-3: Consumer Penetration Levels for Women’s Footwear Bought in the Past 12 Months, 2004-2009 (%)
For Footwear, Consumers Shop Wal-Mart Most
Table 1-4: Consumer Penetration Levels for Stores Shopped Most Often for Shoes, by Women, Men and Total Population, 2006-2008 (%)


Chapter 2: The Market
Scope of Report
Product Categories
Methodology
Global Footwear Market
Global Footwear Market Rises 2% Driven by Asia, Latin America
European Growth Tempers
U.S. Drags the Global Market Down
Figure 2-1: Global Footwear Retail Market, 2004-2008 (in billions $)
Global Five-Year Growth at 6%
Table 2-1: Global Footwear Retail Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Unit Volume Declines Globally
Figure 2-2: Global Footwear Retail Market Unit Volume, 2004-2008 (in millions of pairs)
Table 2-2: Global Footwear Retail Market Unit Volume and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)
U.S. Footwear Retail Market
U.S. Footwear Market Flat
Figure 2-3: U.S. Footwear Retail Market and Percent of Global Footwear Market, 2004-2008 (in billions $)
U.S. Market Losing Global Dominance
Table 2-3: U.S. Footwear Retail Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)
U.S. Unit Volume Declines
Figure 2-4: U.S. Footwear Apparent Consumption by Volume and Percent of Global Footwear Market, 2004-2008 (in millions of pairs)
Table 2-4: U.S. Footwear Apparent Consumption by Volume and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)
Imports Dominate U.S. Market
Figure 2-5: U.S. Footwear Import Volume and Percent of Apparent Consumption, 2004-2008 (in millions of pairs)
Table 2-5: U.S. Footwear Import Volume and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)
China Imports Declining
Is Vietnam the New China for U.S. Imports?
Table 2-6: U.S. Footwear Import Volume by Top 10 Countries of Origin, 2004-2008 (in millions of pairs)
Figure 2-6: U.S. Footwear Import Volume Shares, by Top 10 Countries of Origin, 2008 (%)
U.S. Footwear Sales by Consumer Group: Women, Men, Kids
Table 2-7: U.S. Footwear Retail Market by Consumer Group, Women, Men, Kids, 2004-2008 (in millions $)
Figure 2-7: Share of U.S. Footwear Retail Market by Consumer Group, 2008 (%)
U.S. Footwear Sales by Major Product Category
Table 2-8: U.S. Footwear Retail Market by Major Product Category, 2004-2008 (in millions $)
Figure 2-8: Share of U.S. Footwear Retail Market by Major Product Category, 2008 (%)
U.S. Footwear Sales by Consumer Group & Major Product Category
Women’s, Children’s Athletic Footwear Strong
Men’s, Children’s Non-Athletic Decline
Table 2-9: U.S. Footwear Retail Market by Consumer & Major Product Type, 2004-2008 (in millions $)
Women’s Non-Athletic, Men’s Athletic Growth Stable
Figure 2-9: Share of U.S. Footwear Retail Sales by Consumer Group and Major Product Category, 2008 (%)
Global Footwear Market Forecast
Global Footwear Market to Reach $238 Billion by 2013
Figure 2-10: Global Footwear Retail Market Forecast, 2008-2013 (in billions $)
Global Growth at Annual Rate of 4%
Table 2-10: Global Footwear Retail Market and Year-over-Year Percentage Change, 2008-2013 (in millions $)
Global Unit Volume Consumption to Reach 12.1 Billion Pairs
Figure 2-11: Global Footwear Retail Market Unit Volume Forecast, 2008-2013 (in millions of pairs)
Table 2-11: Global Footwear Retail Market Unit Volume Forecast and Year-over-Year Percentage Change, 2008-2013 (in millions of pairs)
U.S. Footwear Market
U.S. Footwear Market to Suffer from Thriftier Consumer Habits
Figure 2-12: U.S. Footwear Retail Market Forecast, 2008-2013 (in billions $)
U.S. Global Market Share to Drop Two Points by 2013
Overall Growth Estimated at 1% Annually to Reach $48.4 Billion
Table 2-12: U.S. Footwear Retail Market Forecast and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Segments to Show Similar Growth
Table 2-13: U.S. Footwear Retail Market Forecast by Consumer Group & Major Product Category, 2008-2013 (in millions $)
Unit Volume Declines Globally
Figure 2-13: U.S. Footwear Retail Market Unit Volume Forecast, 2008-2013 (in millions of pairs)
Table 2-14: U.S. Footwear Retail Market Unit Volume Forecast and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)


Chapter 3: Retail & Distribution
Overview
Footwear Distribution Method and Class
Method: Wholesale or Direct
Class: Authorized or Mass
Footwear Retail Channels Overview
Shoe Stores
Discount Shoe Stores
Sporting Goods and Athletic Shoe Stores
General Merchandise: Mass Discounters
General Merchandise: Department Stores and National Chains
Apparel: Specialty Apparel Stores
Apparel: Off-Pricers
Non-Store Retail: Catalog
Non-Store Retail: The Internet
Footwear Retail Sales by Major Channels
Shoe Stores Remain the Medium of Choice
Table 3-1: U.S. Footwear Retail Market by Major Channel, 2004-2008 (in millions $)
General Merchandise Stores Still Second, but Struggling
Apparel Stores Less of a Force
Sporting Goods Stores on the Rise
Catalogs Tried and True, Internet Still on Trial
Zappos.com Gets in Step
Figure 3-1: Share of U.S. Footwear Sales by Major Channel, 2008 (%)
Footwear as a Percent of Retailer Sales by Channel
Table 3-2: U.S. Footwear Retail Sales as a Percent of Selected Retail Channel Sales, 2004-2008 (%)
Retail Channels and Stores by Consumer Preference
Footwear Consumers Prefer to Shop at Specialty Apparel Stores
Figure 3-2: Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Adult Users, 2008 (%)
Wal-Mart, Payless Still Top Choice for Consumers
Kohl’s Hopes Celebrity Will Kick Sales Up a Notch
Economy Hard on Off-Pricers Too
And from Behind Comes Famous Footwear
Table 3-3: Consumer Penetration Levels for Stores Shopped Most Often for Shoes, by Adult Users, 2006-2008 (%)


Chapter 4: Competitive Landscape
Overview
Footwear Market Highly Fragmented
Nike the Global Leader
Adidas at Number 2
Other Top Competitors: Puma, Asics, New Balance, C&J Clark
Table 4-1: Selected Footwear Marketers with Footwear Sales Greater Than $1.0 Billion, 2004-2008 (in millions $)
Athletic Footwear Market More Concentrated at Top
Niche Athletic Sales Lower but Offerings Diverse
Nike Leads U.S. Footwear Market with Double-Digit Share
Followed By Adidas, Jones Apparel in Single Digits
Privately Held Companies Share Considerable
Table 4-2: Selected Global Footwear Marketers with U.S. Sales, 2004-2008 (in millions $)
Figure 4-1: Share of U.S. Footwear Wholesale Market by Selected Company, 2008 (%)
Consolidation and Strategic Acquisitions All but Stopped
Nike on the Prowl?
Skechers Diggin’ in Its Heelys
LaCrosse Footwear, Inc. Expands with Sustainable Acquisition
Selected Company Profiles
Nike, Inc.
Overview
Performance
Figure 4-2: Nike, Inc. Total Net Sales, 2005-2009 (in millions $)
Table 4-3: Nike, Inc. Total Net Sales and Year-over-Year Percentage Change, 2005-2009 (in millions $)
Sales by Product Category
Figure 4-3: Share of Nike, Inc. Total Net Sales by Product Category, 2009 (%)
Sales by Geographic Region
Figure 4-4: Share of Nike, Inc. Total Net Sales by Geographic Region, 2009 (%)
Footwear Sales Solid Despite Economy
Figure 4-5: Nike, Inc. Footwear Net Sales and Percent of Total Net Sales, 2005-2009 (in millions $)
Table 4-4: Nike, Inc. Total Net Sales and Year-over-Year Percentage Change, 2005-2009 (in millions $)
Cole Haan, Converse and Other Sales Did Suffer
Figure 4-6: Nike, Inc. Net Sales of Cole Haan, Converse & Other Products and Percent of Total Net Sales, 2005-2009 (in millions $)
Table 4-5: Nike, Inc. Total Net Sales and Year-over-Year Percentage Change, 2005-2009 (in millions $)
Brand Portfolio
Table 4-6: Nike Brand Portfolio
Timeline of Significant Events
Table 4-7: Nike Timeline of Significant Events
Under Armour, Inc.
Overview
Performance
Figure 4-7: Under Armour, Inc. Total Net Sales, 2004-2008 (in millions $)
Table 4-8: Under Armour, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Product Category
Figure 4-8: Share of Under Armour, Inc. Total Net Sales by Product Category, 2008 (%)
Sales by Geographic Region
Figure 4-9: Share of Under Armour, Inc. Total Net Sales by Geographic Region, 2008 (%)
Footwear Sales See Astounding Incremental Growth
Figure 4-10: Under Armour, Inc. Footwear Net Sales and Percent of Total Net Sales, 2004-2008 (in millions $)
Table 4-9: Under Armour, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Product Portfolio
Table 4-10: Under Armour Footwear Product Portfolio
Timeline of Significant Events
Table 4-11: Under Armour Timeline of Significant Events
Skechers, USA Inc.
Overview
Performance
Figure 4-11: Skechers USA, Inc. Total Net Sales, 2004-2008 (in millions $)
Table 4-12: Skechers USA, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Channel
Figure 4-12: Share of Skechers USA, Inc. Total Net Sales by Channel, 2008 (%)
Sales by Geographic Region
Figure 4-13: Share of Skechers USA, Inc. Total Net Sales by Geographic Region, 2008 (%)
Product Portfolio
Table 4-13: Skechers USA Footwear Product Portfolio
Table 4-14: Skechers USA Licensed Footwear Product Portfolio
Timeline of Significant Events
Table 4-15: Skechers USA Timeline of Significant Events
Jones Apparel Group
Overview
Performance
Figure 4-14: Jones Apparel Group Total Net Sales, 2004-2008 (in millions $)
Table 4-16: Jones Apparel Group Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Channel
Figure 4-15: Share of Jones Apparel Group Total Net Sales by Channel, 2008 (%)
Sales by Geographic Region
Figure 4-16: Share of Jones Apparel Group Total Net Sales by Geographic Region, 2008 (%)
Footwear Sales
Figure 4-17: Jones Apparel Group Footwear & Accessories Net Sales and Percent of Total Net Sales, 2004-2008 (in millions $))
Table 4-17: Jones Apparel Group Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Brand & Product Portfolio
Table 4-18: Jones Apparel Group Footwear Product Portfolio
Timeline of Significant Events
Table 4-19: Jones Apparel Group Timeline of Significant Events
Deckers Outdoor Corporation
Overview
Performance
Figure 4-18: Deckers Outdoor Total Net Sales, 2004-2008 (in millions $)
Table 4-20: Deckers Outdoor Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Channel
Figure 4-19: Share of Deckers Outdoor Total Net Sales by Channel, 2008 (%)
Sales by Geographic Region
Figure 4-20: Share of Deckers Outdoor Total Net Sales by Geographic Region, 2008 (%)
Brand Portfolio
Table 4-21: Deckers Outdoor Footwear Product Portfolio
Timeline of Significant Events
Table 4-22: Deckers Outdoor Timeline of Significant Events
Adidas AG
Overview
Performance
Figure 4-21: Adidas AG Total Net Sales, 2004-2008 (in millions $)
Table 4-23: Adidas AG Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Product
Figure 4-22: Share of Adidas AG Total Net Sales by Channel, 2008 (%)
Sales by Geographic Region
Figure 4-23: Share of Adidas AG Total Net Sales by Geographic Region, 2008 (%)
Sales by Division
Figure 4-24: Share of Adidas AG Total Net Sales by Geographic Region, 2008 (%)
Footwear Sales Grew 11% in 2008
Figure 4-25: Adidas AG Total Footwear Net Sales and Percent of Total Net Sales, 2004-2008 (in millions $)
Table 4-24: Adidas AG Total Footwear Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Brand Portfolio
Table 4-25: Adidas AG Footwear Brand Portfolio
Timeline of Significant Events
Table 4-26: Adidas AG Timeline of Significant Events
Genesco, Inc.
Overview
Performance
Figure 4-26: Genesco Inc. Total Net Sales, 2004-2008 (in millions $)
Table 4-27: Adidas AG Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Division
Figure 4-27: Share of Genesco Inc. Total Net Sales by Division, 2008 (%)
Brand Portfolio
Table 4-28: Genesco Inc. Footwear Brand Portfolio
Timeline of Significant Events
Table 4-29: Genesco Inc. Timeline of Significant Events
Crocs
Overview
Performance
Figure 4-28: Crocs, Inc. Total Net Sales, 2004-2008 (in millions $)
Table 4-30: Crocs, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Sales by Product
Figure 4-29: Share of Crocs, Inc. Total Net Sales by Channel, 2008 (%)
Sales by Geographic Region
Figure 4-30: Share of Crocs, Inc. Total Net Sales by Geographic Region, 2008 (%)
Footwear Sales
Figure 4-31: Crocs, Inc. Total Footwear Net Sales and Percent of Total Net Sales, 2004-2008 (in millions $)
Table 4-31: Crocs, Inc. Total Footwear Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Brand Portfolio
Table 4-32: Crocs, Inc. Footwear Brand Portfolio
Timeline of Significant Events
Table 4-33: Crocs, Inc. Timeline of Significant Events


Chapter 5: Marketplace and Consumer Trends
Thriftiness Hot in a Down Economy
The Return of the Cobbler
Figure 5-1: Total Sales for Footwear and Leather Goods Repair Establishments, 2003-2007 (in millions $)
Consumers Cut Back
Figure 5-2: Quarterly Retail & Foodservice Sales, 1992-Q1, 2009 (in billions $)
Figure 5-3: Quarterly Personal Consumption Expenditures (PCE), 1992-Q1, 2009 (in trillions $)
Fashion and Footwear Industries Feeling the Pinch
Figure 5-4: Quarterly Clothing and Clothing Accessory Store Sales, 1992-Q1, 2009 (in billions $)
High-End Branded Footwear Toughing it Out
Consumer Footwear Expenditures
Figure 5-5: Average Annual Footwear Expenditure Per Consumer Unit: All Consumers Units, 2003-2007 ($)
Table 5-1: Average Annual Footwear Expenditure Per Consumer Unit by Household Income Before Tax, 2003-2007 ($)
Table 5-2: Average Annual Footwear Expenditure Per Consumer Unit by Age of Reference Person, 2003-2007 ($)
Table 5-3: Average Annual Footwear Expenditure Per Consumer Unit by Race or Ethnic Origin of Reference Person, 2003-2007 ($)
Table 5-4: Average Annual Footwear Expenditure Per Consumer Unit by Region, 2003-2007 ($)
Table 5-5: Average Annual Footwear Expenditure Per Consumer Unit by Education Level, 2003-2007($)
Kids Footwear Has Built-In Protections
38 Million Kids by 1212
Figure 5-6: Population Forecast of U.S. Kids Age 3-11, 2008-2012 (in millions)
An Influential Force with Buying Power
Figure 5-7: Spending Power Forecast of U.S. Kids Age 3-11, 2008-2012 (in billions $)
Cool Licenses Trump All
Figure 5-8: The Inchworm Shoe
Kids Express Themselves with Crocs’s Jibbitz Charms
Company Ethics and Added Values Important to Consumers
Global Consumers: Will Spend More on Ethical Brands
Green Particularly Important to Youth to a (Price) Point
Sustainable Initiatives are Financially Viable
Deckers Finds a Simple Way to Sustainability
Naturalizer and Dress for Success
TOMS Shoes One for One
Danner and the Fallen Officers Drive
Counterfeiting, a Dangerous Business
Staggering Consequences
Counterfeit Counter-Intelligence
Industry Hopes to See End Depression-Era Tax
Style and Innovation Trends
Free to Re-Invent Me
Make Me Unique: Personalized Footwear
Figure 5-9: Adidas’ Customizable Mi Originals
Work Shoes Get the Custom Treatment
Emotional Pulls the Shoes Strings Too
High End Activity
Interchangeable Shoes
Figure 5-10: Sandals with Interchangeable Upper or Band
Finding Comfort in a Pair of Shoes
Comfort versus Style: Footwear No Longer Easily Categorized
Shoe Comfort Gets More Accessible
Comfort Shoe Brands Break the Mold
Figure 5-11: Privo’s Acacia Slip-on with Flex-Fit
Figure 5-12: Indigo’s Sweetie Pump with ABS Heel
Figure 5-13: Unstructured’s Un.radke Ankle Boot
Figure 5-14: Kigo Footwear
Fashion Finds Comfort
Figure 5-15: RSVP Lyndsey Cushioned by Foot Petals
The Science of Footwear
Figure 5-16: Optimus Prime inspired Nike Air Trainer "Transformers"
Under Armour Gets Sophisticated
Technology Offers Good Shoes and Good Health
Better Health Through Earthly Footwear at Sky-High prices
Spas, Fitness Experts Saw Opportunity
Figure 5-17: Masai Barefoot Technology Kaya
Figure 5-18: Fit Flops Sandal
Figure 5-19: Z-Coil Freedom
Experts Conflicted on Fitness Shoe Promises
Fall Footwear Stylings: 1980s Revisited, Strong Embellishments and Colors, Aggressive Heels and Boots,
Women’s Footwear Goes Retro, Aggressive
Retro Designs Not New
A No-Frills Backlash in the Offing?


Chapter 6: Marketing Outreach
Recession Time to Engage Loyal Consumers
Integration Important as Media Preferences Shift
Jimmy Choo Takes It Down a Notch
More Strategies to Reach Price Conscious Consumers
Virtual Marketing and Etail Make Most of Recession Dollars
More People Cocooning and Online in Recession
All the Simplicity of Email
Make Use of Alternative Advertising Media
Alternative Media Increasingly Important, Especially Among the Young
The Puma Past Masher
Behavioral Targeting in Diverse Consumer Market
Word-of-Mouth: Added-Value for Marketers and Consumers
Footwear Clubs Breed WOM
Social Networking to Play Big Part in WOM
Proof That WOM Works
Don’t Forget the Human Touch
Product Placement Opportunities Abound
Nike Active in Broadcast Placement
Reliance on Sports Icons Shifting More to Celebrity
What Do Kelly Ripa and Eddie Van Halen Have in Common?
Appropriate and Authentic Celebrity Relationships
Payless and Summer Rayne Oakes Go Green
Candie’s Taps Britney to Connect with Young Consumers
If the License Fits, Wear It
Table 6-1: License! Global Selected Top Global Licensees in the Footwear Category, 2008
Do-Good Marketing
Do-Good Marketing Part of a Whole Brand’s Image
Timberland Taps Double Benefit


Chapter 7: The Footwear Consumer
Note on Experian Simmons Market Research Bureau Consumer Data
Note on BIGresearch Data
Men’s Athletic Footwear Penetration Levels Highest at 20%
Table 7-1: Total Consumer Penetration Levels for Men’s Footwear Bought in the Past 12 Months, 2004-2009 (%)
Figure 7-1: Total Consumer Penetration Levels for Men’s Footwear Bought in the Past 12 Months, 2004-2009 (%)
Women’s Non-Athletic Footwear Penetration Levels Highest at 23%
Table 7-2: Consumer Penetration Levels for Women’s Footwear Bought in the Past 12 Months, 2004-2009 (%)
Figure 7-2: Total Consumer Penetration Levels for Women’s Footwear Bought in the Past 12 Months, 2004-2009 (%)
Penetration When Purchasing for the Opposite Sex Typical
Table 7-3: Consumer Penetration Levels for Men’s and Women’s Footwear Bought in the Past 12 Months by Member of the Opposite Sex, 2004-2009 (%)
Top Footwear Segment Consumer Demographics by Sex
Male and Female Athletic Shoe Purchasers Characteristics Upwardly Mobile
Table 7-4: Demographic Characteristics of Male Athletic Shoe Purchasers, 2009 (index)
Table 7-5: Demographic Characteristics of Female Athletic Shoe Purchasers, 2009 (index)
Male and Female Non-Athletic Shoe Purchasers Characteristics Also Upwardly Mobile
Table 7-6: Demographic Characteristics of Male Non-Athletic Shoe Purchasers, 2009 (index)
Table 7-7: Demographic Characteristics of Female Non-Athletic Shoe Purchasers, 2009 (index)
Male and Female Boot Purchasers Showed Dramatically Different Characteristics
Table 7-8: Demographic Characteristics of Male Boot Purchasers, 2009 (index)
Table 7-9: Demographic Characteristics of Female Boot Purchasers, 2009 (index)
Male and Female Boot Purchasers Showed Dramatically Different Characteristics
Table 7-10: Demographic Characteristics of Male Slipper Purchasers, 2009 (index)
Table 7-11: Demographic Characteristics of Female Slipper Purchasers, 2009 (index)
Consumer Agreement with Select Attitudinal Statements
Surprise! Shoe Shopping a Favorite Pastime for Women
Table 7-12: Top Demographic Characteristics of Consumers who ‘Agree a Lot’ with the Statement: Shopping For Shoes is Favorite Pastime, 2009 (index)
Brand/Designer Important to Urbanites
Table 7-13: Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: Shoe Brand or Designer is Important, 2009 (index)
Fewer Purchases and Less Expensive Purchases Among the More Disenfranchised
Table 7-14: Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: I am Buying Fewer Shoes Because of the Economy, 2009 (index)
Table 7-15: Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: I am Buying Less Expensive Shoes Because of the Economy, 2009 (index)
Function over Form Skewed Older
Table 7-16 Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: In Buying Shoes, I Prioritize Function Over Style, 2009 (index)
Footwear Consumer at Retail
For Footwear, Consumers Shop Wal-Mart Most
Table 7-17: Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Adult Users, Men and Women, 2006-2008 (%)
Specialty for Young, Department Store for Old
Preference by HHI Plays Out Along Socio-Economic Lines
Blacks and Hispanics Prefer to Shop at Specialty Apparel
Table 7-18: Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Age, Household Income and Race, 2008 (%)
For Footwear, Consumers Shop Wal-Mart Most
Table 7-19: Consumer Penetration Levels for Stores Shopped Most Often for Shoes, by Women, Men and Total Population, 2006-2008 (%)
Age, HHI and Race Affect Retail Preference
Department Stores Should Address Aging Consumer
High Income Households Shop Value, but Branding Important
Racial Preference Decidedly Different
Table 7-20: Consumer Penetration Levels for Top 15 Stores Shopped Most Often for Shoes, by Age, Household Income and Race, 2008 (%)
Price, Selection, Quality and Location Top Shoe Retail Drivers
Table 7-21: Top Consumer Shoe Retail Drivers for Men and Women, 2008 (%)
Average Monthly Spend on Shoes in 2008: $25
Table 7-22: Average Monthly Spend on Shoes, by Adults, Men and Women, 2006-2008 (%)
The Younger You are the More You Spend
Wealthier More Likely to Spend on More Expensive Footwear
Whites Show Lowest Average Spend Levels
Table 7-23: Average Monthly Spend on Shoes, by Age, HHI and Race, 2008 (%)
Consumers Likely to Spend Less
Table 7-24: Consumer Response to the Question, “Over the next 90 days (July, August and September), do you plan on spending more, the same or less on footwear than you would normally spend at this time of the year?” by Adults, Women and Men, 2006-2008 (%)
Table 7-25: Consumer Response to the Question, “Over the next 90 days (July, August and September), do you plan on spending more, the same or less on footwear than you would normally spend at this time of the year?” by Age, HHI and Race, 2008 (%)


Chapter 8: The Athletic Footwear Consumer
Note on Simmons Market Research Bureau Consumer Data
Sneaker, Athletic and Sport Shoes Penetration Higher for Women at 63%
Table 8-1: Total Consumer Penetration Levels for Sneakers, Athletic Shoes, or Sports Shoes Bought in the Past 12 Months, by Sex and Total Population, 2009 (%)
Casual Sneakers Top Among Both Men and Women
Table 8-2: Total Consumer Penetration Levels for Sneakers, Athletic Shoes, or Sports Shoes Product Segments Bought in the Past 12 Months, by Sex and Total Population, 2009 (%)
Top Demographic Characteristics by Sneakers, Athletic Shoes, or Sports Shoes Type
Casual Sneaker Purchasers More Likely Than Average to Be Young Living on East or West Coast
Table 8-3: Demographic Characteristics of Casual Sneaker Purchasers, by Sex, 2009 (index)
Exercise and Walking Purchasers Skew Much Older, Retired
Table 8-4: Demographic Characteristics of Exercise and Walking Shoe Purchasers, by Sex, 2009 (index)
Jogging or Running Purchasers More Likely Than Average to be Educated, White-Collar, Family-oriented
Table 8-5: Demographic Characteristics of Jogging and Running Shoe Purchasers, by Sex, 2009 (index)
Cross Trainers Similar to Joggers
Table 8-6: Demographic Characteristics of Cross Training Shoe Purchasers, by Sex, 2009 (index)
Female Basketball Shoe Purchasers High Earners versus Male
Table 8-7: Demographic Characteristics of Basketball Shoe Purchasers, by Sex, 2009 (index)
Tennis Shoe Purchasers Not Necessarily the Country Club Stereotype
Table 8-8: Demographic Characteristics of Tennis Shoe Purchasers, by Sex, 2009 (index)
Aerobic Sneaker Purchasers More Likely Than Average to be High-income Women
Table 8-9: Demographic Characteristics of Aerobic Shoe Purchasers, by Sex, 2009 (index)
Hiking Purchasers More Likely Than Average to be Educated, West Coast
Table 8-10: Demographic Characteristics of Hiking Shoe Purchasers, by Sex, 2009 (index)
Nike and New Balance Only Brands with Double Digit Penetration Levels
Table 8-11: Total Consumer Penetration Levels for Sneakers, Athletic Shoes, or Sports Shoes Brands Bought in the Past 12 Months, by Sex and Total Population, 2009 (%)
Top Demographic and Psychographic Characteristics by Selected Sneakers, Athletic Shoes, or Sports Shoes Brand
Nike Purchasers Demographics and Psychographics
Table 8-12: Demographic Characteristics of Nike Shoe Purchasers, by Sex, 2009 (index)
Table 8-13: Psychographic Characteristics of Nike Shoe Purchasers, 2009 (index)
New Balance Purchasers Demographics and Psychographics
Table 8-14: Demographic Characteristics of New Balance Shoe Purchasers, by Sex, 2009 (index)
Table 8-15: Psychographic Characteristics of New Balance Shoe Purchasers, 2009 (index)
Adidas Purchasers Demographics and Psychographics
Table 8-16: Demographic Characteristics of Adidas Shoe Purchasers, by Sex, 2009 (index)
Table 8-17: Psychographic Characteristics of Adidas Shoe Purchasers, 2009 (index)
Reebok Purchasers Demographics and Psychographics
Table 8-18: Demographic Characteristics of Reebok Shoe Purchasers, by Sex, 2009 (index)
Table 8-19: Psychographic Characteristics of Reebok Shoe Purchasers, 2009 (index)
Skechers Purchasers Demographics and Psychographics
Table 8-20: Demographic Characteristics of Skechers Shoe Purchasers, by Sex, 2009 (index)
Table 8-21: Psychographic Characteristics of Skechers Shoe Purchasers, 2009 (index)
Asics Purchasers Demographics and Psychographics
Table 8-22: Demographic Characteristics of Asics Shoe Purchasers, by Sex, 2009 (index)
Table 8-23: Psychographic Characteristics of Asics Shoe Purchasers, 2009 (index)
Converse Purchasers Demographics and Psychographics
Table 8-24: Demographic Characteristics of Converse Shoe Purchasers, by Sex, 2009 (index)
Table 8-25: Psychographic Characteristics of Converse Shoe Purchasers, 2009 (index)
Puma Purchasers Demographics and Psychographics
Table 8-26: Demographic Characteristics of Puma Shoe Purchasers, by Sex, 2009 (index)
Table 8-27: Psychographic Characteristics of Puma Shoe Purchasers, 2009 (index)

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