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The Global Footwear Market: Athletic and non-Athletic Shoes

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.


Market Insights: A Selection From The Report


Segments to Show Similar Growth

Packaged Facts expects all segments to show rather slow growth overall with men’s non-athletic footwear and children’s footwear leading the pack at slightly better than one percent annually through 2013. Slower growth is expected in children’s and women’s athletic footwear.

Class: Authorized or Mass

Footwear may be distributed on a mass (unlimited) or authorized (limited or franchise) basis. Mass-distributed footwear is supplied to a variety of retail outlets without limits or restriction; little or no attempt is made to protect retail accounts from competition or maintain product exclusivity. Mass-distributed products are generally lower-priced, often a benefit resulting from higher unit volume and faster turnover. As implied, mass-distributed products have a much wider range of distribution than authorized-distribution (limited) footwear. Common retailers consist of national retailers, local and regional discount shoe stores, and warehouse clubs.

Authorized distribution is restricted in part based on geography to reduce competition at the retail level for each individual brand. The selected outlets may be the only selling agents of the manufacturer within a specific territory, and therefore have a protected franchise, but the degree of restriction on a limited distribution line can vary depending on market. For example, a particular product line may be distributed through only one outlet in a small town, whereas in a major metropolitan area, several outlets might carry that same brand.

Outlets for limited distribution can also be selected on the basis of clientele and image. The prime outlets for limited distribution are usually “class A” department stores, shoe stores, and sporting goods stores. In some cases, marketers are able to reserve a predetermined amount of square footage to carve out exclusivity or even create the appearance of a store-within-a-store.

In the News


Fashion Frugality Revamps Footwear Market

New York, August 7, 2009 Footwear is a huge and increasingly diversified market driven by a host of demographic, lifestyle and fashion trends, according to The Global Footwear Market: Athletic and non-Athletic Shoes by leading market research publisher Packaged Facts.  The market therefore is segmenting ever more finely, as evident in the diversity of mainstream footwear trends, from casual comfort to sexy stiletto.

Moreover, a far greater range of shoe styles has become acceptable in the workplace.  The liberalization of footwear norms coincided with an era where $150 sneakers and $500 pumps were symptomatic of seemingly endless conspicuous consumption fueled by seemingly endless credit.  But with the new economic reality came a paradigm shift.  Charge now and pay later has been replaced with pay now or don’t buy at all. The fashion for frugality has even brought back a variety of money-saving behaviors from days of yore, including layaway plans and shoe repair cobblers.

The worldwide retail footwear market thus grew only two percent in 2008, according to The Global Footwear Market: Athletic and non-Athletic Shoes. The 2008 gain was the lowest during the five-year period spanning 2004 through 2008, and was due largely to increased sales in the emerging economies of Latin America and Asia.

The U.S. footwear market was essentially flat in 2008, though still accounting for 24% of global sales.  “In a time of economic crisis, more consumers will conclude that conspicuous consumption is no longer acceptable,” says Tatjana Meerman, publisher of Packaged Facts.  “Instead of feeling good about buying expensive brands, consumers will feel good about getting the best value.”

As consumers have gotten more cautious about spending, they have also gotten more curious.  Not only do they want to know about the fashion sensibility and functional benefits of footwear products, they also want to know about the core values of the footwear brand.  During times of economic upheaval and distress, according to Packaged Facts, it is more important than ever to provide an emotional connection between the consumer and the consumer good.

The Global Footwear Market: Athletic and non-Athletic Shoes analyzes the U.S. and global market for footwear sold at retail. The report covers dollar sales and unit volume consumption, and tabulates U.S. retail sales by major retail channel, major product type, and consumer segment.  Along with analyzing the competitive landscape and international marketer strategies, the report discusses key trends affecting the market (including economic, design and marketing factors) and consumer preferences by major product category and retail channel. 

About Packaged Facts - Packaged Facts, a division of Market Research Group, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products.  Packaged Facts also offers a full range of custom research services.

  • Executive Summary
    • Scope of Report
      • Methodology
    • Global Footwear Market
      • Global Footwear Market Rises 2% Driven by Asia, Latin America
      • Unit Volume Declines Globally
    • U.S. Footwear Retail Market
      • U.S. Footwear Market Flat
      • U.S. Unit Volume Declines
      • Imports Dominate U.S. Market
      • U.S. Footwear Sales by Consumer Group & Major Product Category
    • Global Footwear Market Forecast
      • Global Footwear Market to Reach $238 Billion by 2013
    • U.S. Footwear Market
      • U.S. Footwear Market to Suffer from Thriftier Consumer Habits
    • Footwear Retail Sales by Major Channels
    • Competitive Landscape
      • Footwear Market Highly Fragmented
        • Table Selected Footwear Marketers with Footwear Sales Greater Than $1 Billion, 2004-2008 (in millions $)
    • Marketplace and Consumer Trends
      • Down Economy Means Thriftier Consumer
      • 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
      • Virtual Marketing and Etail Make Most of Recession Dollars
      • Make Use of Alternative Advertising Media
      • Behavioral Targeting in Diverse Consumer Market
      • Word-of-Mouth Increasingly Important
      • Product Placement Opportunities Abound
      • Reliance on Sports Icons Shifting More to Celebrity
    • Footwear Consumer
      • Men's Athletic Footwear Penetration Levels Highest at 20%
        • Table 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 Consumer Penetration Levels for Women's Footwear Bought in the Past 12 Months, 2004-2009 (%)
      • For Footwear, Consumers Shop Wal-Mart Most
        • Table Consumer Penetration Levels for Stores Shopped Most Often for Shoes, by Women, Men and Total Population, 2006-2008 (%)
  • The Market
    • Scope of Report
      • Methodology
    • Global Footwear Market
      • Global Footwear Market Rises 2% Driven by Asia, Latin America
        • Table Global Footwear Retail Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Unit Volume Declines Globally
        • Table 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
        • Table U.S. Footwear Retail Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • U.S. Unit Volume Declines
        • Table U.S. Footwear Apparent Consumption by Volume and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)
      • Imports Dominate U.S. Market
        • Table U.S. Footwear Import Volume and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)
        • Table U.S. Footwear Import Volume by Top 10 Countries of Origin, 2004-2008 (in millions of pairs)
      • U.S. Footwear Sales by Consumer Group: Women, Men, Kids
        • Table U.S. Footwear Retail Market by Consumer Group, Women, Men, Kids, 2004-2008 (in millions $)
      • U.S. Footwear Sales by Major Product Category
        • Table U.S. Footwear Retail Market by Major Product Category, 2004-2008 (in millions $)
      • U.S. Footwear Sales by Consumer Group & Major Product Category
        • Table U.S. Footwear Retail Market by Consumer & Major Product Type, 2004-2008 (in millions $)
    • Global Footwear Market Forecast
      • Global Footwear Market to Reach $238 Billion by 2013
        • Table Global Footwear Retail Market and Year-over-Year Percentage Change, 2008-2013 (in millions $)
        • Table 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
        • Table U.S. Footwear Retail Market Forecast and Year-over-Year Percentage Change, 2004-2008 (in millions $)
        • Table U.S. Footwear Retail Market Forecast by Consumer Group & Major Product Category, 2008-2013 (in millions $)
        • Table U.S. Footwear Retail Market Unit Volume Forecast and Year-over-Year Percentage Change, 2004-2008 (in millions of pairs)
  • Retail & Distribution
    • Overview
      • Footwear Distribution Method and Class
      • Footwear Retail Channels Overview
    • Footwear Retail Sales by Major Channels
      • Table U.S. Footwear Retail Market by Major Channel, 2004-2008 (in millions $)
      • Table U.S. Footwear Retail Sales as a Percent of Selected Retail Channel Sales, 2004-2008 (%)
    • Retail Channels and Stores by Consumer Preference
      • Table Consumer Penetration Levels for Stores Shopped Most Often for Shoes, by Adult Users, 2006-2008 (%)
  • Competitive Landscape
    • Overview
      • Footwear Market Highly Fragmented
        • Table Selected Footwear Marketers with Footwear Sales Greater Than $1.0 Billion, 2004-2008 (in millions $)
        • Table Selected Global Footwear Marketers with U.S. Sales, 2004-2008 (in millions $)
      • Consolidation and Strategic Acquisitions All but Stopped
    • Selected Company Profiles
      • Nike, Inc.
        • Table Nike, Inc.
      • Performance
        • Table Nike, Inc. Total Net Sales and Year-over-Year Percentage Change, 2005-2009 (in millions $)
        • Table Nike, Inc. Total Net Sales and Year-over-Year Percentage Change, 2005-2009 (in millions $)
        • Table Nike, Inc. Total Net Sales and Year-over-Year Percentage Change, 2005-2009 (in millions $)
      • Brand Portfolio
        • Table Nike Brand Portfolio
        • Table Nike Timeline of Significant Events
    • Under Armour, Inc.
      • Table Under Armour, Inc.
      • Overview
      • Performance
        • Table Under Armour, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
        • Table Under Armour, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Product Portfolio
        • Table Under Armour Footwear Product Portfolio
        • Table Under Armour Timeline of Significant Events
    • Skechers, USA Inc.
      • Table Skechers, USA Inc.
      • Overview
      • Performance
        • Table Skechers USA, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Product Portfolio
        • Table Skechers USA Footwear Product Portfolio
        • Table Skechers USA Licensed Footwear Product Portfolio
        • Table Skechers USA Timeline of Significant Events
    • Jones Apparel Group
      • Table Jones Apparel Group
      • Overview
      • Performance
        • Table Jones Apparel Group Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
        • Table Jones Apparel Group Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Brand & Product Portfolio
        • Table Jones Apparel Group Footwear Product Portfolio
        • Table Jones Apparel Group Timeline of Significant Events
    • Deckers Outdoor Corporation
      • Table Deckers Outdoor Corporation
      • Overview
      • Performance
        • Table Deckers Outdoor Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Brand Portfolio
        • Table Deckers Outdoor Footwear Product Portfolio
        • Table Deckers Outdoor Timeline of Significant Events
    • Adidas AG
      • Table Adidas AG
      • Overview
      • Performance
        • Table Adidas AG Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
        • Table Adidas AG Total Footwear Net Sales and Year-over-Year Percentage Change, 2004-2008 (in
      • Brand Portfolio
        • Table Adidas AG Footwear Brand Portfolio
        • Table Adidas AG Timeline of Significant Events
    • Genesco, Inc.
      • Table Genesco, Inc.
      • Overview
      • Performance
        • Table Adidas AG Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
      • Brand Portfolio
        • Table Genesco Inc. Footwear Brand Portfolio
        • Table Genesco Inc. Timeline of Significant Events
    • Crocs
      • Table Crocs
      • Overview
      • Performance
        • Table Crocs, Inc. Total Net Sales and Year-over-Year Percentage Change, 2004-2008 (in millions $)
        • Table Crocs, Inc. Total Footwear Net Sales and Year-over-Year Percentage Change, 2004-2008,(in millions $)
      • Brand Portfolio
        • Table Crocs, Inc. Footwear Brand Portfolio
        • Table Crocs, Inc. Timeline of Significant Events
  • Marketplace and Consumer Trends
    • Thriftiness Hot in a Down Economy
      • Consumer Footwear Expenditures
        • Table Average Annual Footwear Expenditure Per Consumer Unit by Household Income Before Tax, 2003-2007 ($)
        • Table Average Annual Footwear Expenditure Per Consumer Unit by Age of Reference Person, 2003-2007 ($)
        • Table Average Annual Footwear Expenditure Per Consumer Unit by Race or Ethnic Origin of Reference Person, 2003-2007 ($)
        • Table Average Annual Footwear Expenditure Per Consumer Unit by Region, 2003-2007 ($)
        • Table Average Annual Footwear Expenditure Per Consumer Unit by Education Level, 2003-2007 ($)
      • Kids Footwear Has Built-In 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
      • Free to Re-Invent Me
      • Make Me Unique: Personalized Footwear
      • Finding Comfort in a Pair of Shoes
      • The Science of Footwear
      • Fall Footwear Stylings: 1980s Revisited, Strong Embellishments and Colors, Aggressive Heels and Boots,
  • Marketing Outreach
    • Recession Time to Engage Loyal Consumers
      • Virtual Marketing and Etail Make Most of Recession Dollars
      • Make Use of Alternative Advertising Media
      • Behavioral Targeting in Diverse Consumer Market
      • Word-of-Mouth: Added-Value for Marketers and Consumers
      • Product Placement Opportunities Abound
      • Reliance on Sports Icons Shifting More to Celebrity
      • If the License Fits, Wear It
        • Table License! Global Selected Top Global Licensees in the Footwear Category, 2008
      • Do-Good Marketing
  • 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 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 Consumer Penetration Levels for Women's Footwear Bought in the Past 12 Months, 2004-2009 (%)
      • Penetration When Purchasing for the Opposite Sex Typical
        • Table 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
        • Table Demographic Characteristics of Male Athletic Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Female Athletic Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Male Non-Athletic Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Female Non-Athletic Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Male Boot Purchasers, 2009 (index)
        • Table Demographic Characteristics of Female Boot Purchasers, 2009 (index)
        • Table Demographic Characteristics of Male Slipper Purchasers, 2009 (index)
        • Table Demographic Characteristics of Female Slipper Purchasers, 2009 (index)
      • Consumer Agreement with Select Attitudinal Statements
        • Table Top Demographic Characteristics of Consumers who `Agree a Lot' with the Statement: Shopping For Shoes is Favorite Pastime, 2009 (index)
        • Table Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: Shoe Brand or Designer is Important, 2009 (index)
        • Table Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: I am Buying Fewer Shoes Because of the Economy, 2009 (index)
        • Table Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: I am Buying Less Expensive Shoes Because of the Economy, 2009 (index)
        • Table 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 Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Adult Users, Men and Women, 2006-2008 (%)
        • Table Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Age, Household Income and Race, 2008 (%)
        • Table 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
        • Table 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 Top Consumer Shoe Retail Drivers for Men and Women, 2008 (%)
      • Average Monthly Spend on Shoes in 2008: $25
        • Table Average Monthly Spend on Shoes, by Adults, Men and Women, 2006-2008 (%)
        • Table Average Monthly Spend on Shoes, by Age, HHI and Race, 2008 (%)
      • Consumers Likely to Spend Less
        • Table 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 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 (%)
  • The Athletic Footwear Consumer
    • Note on Simmons Market Research Bureau Consumer Data
      • Sneaker, Athletic and Sport Shoes Penetration Higher for Women at 63%
        • Table 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 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
        • Table Demographic Characteristics of Casual Sneaker Purchasers, by Sex, 2009 (index)
        • Table Demographic Characteristics of Exercise and Walking Shoe Purchasers, by Sex, 2009 index)
        • Table Demographic Characteristics of Jogging and Running Shoe Purchasers, by Sex, 2009 index)
        • Table Demographic Characteristics of Cross Training Shoe Purchasers, by Sex, 2009 index)
        • Table Demographic Characteristics of Basketball Shoe Purchasers, by Sex, 2009 index)
        • Table Demographic Characteristics of Tennis Shoe Purchasers, by Sex, 2009 (index)
        • Table Demographic Characteristics of Aerobic Shoe Purchasers, by Sex, 2009 (index)
        • Table Demographic Characteristics of Hiking Shoe Purchasers, by Sex, 2009 (index)
      • Nike and New Balance Only Brands with Double Digit Penetration Levels
        • Table 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
        • Table Demographic Characteristics of Nike Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of Nike Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of New Balance Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of New Balance Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Adidas Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of Adidas Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Reebok Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of Reebok Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Skechers Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of Skechers Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Asics Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of Asics Shoe Purchasers, 2009 (index)
        • Table Demographic Characteristics of Converse Shoe Purchasers, by Sex, 2009 index)
        • Table Psychographic Characteristics of Converse Shoe Purchasers , 2009 (index)
        • Table Demographic Characteristics of Puma Shoe Purchasers, by Sex, 2009 (index)
        • Table Psychographic Characteristics of Puma Shoe Purchasers, 2009 (index)

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