The Global Footwear Market: Athletic and non-Athletic Shoes

Published by: Packaged Facts

Published: Aug. 1, 2009 - 240 Pages

Table of Contents

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)

Abstract

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.

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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.

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