Footwear - US - November 2010
Report description
About this report
The footwear market reached a total of $46.5 billion in estimated sales for 2010, showing a seemingly surprising increase in sales in spite of the continuing economic crisis in the U.S. Mintel’s research reveals how the footwear market has withstood some of the impact of a recession that has led families to economize when and where possible. These factors have forced manufacturers and retailers to respond by offering more value in the form of lower price points over a variety of footwear to consumers who are loath to spending any money.
In order to fully explore the factors affecting the footwear market, this report takes a closer look at the following:
* How a company like zappos.com has used social media and other new channels to become an industry leader, while also relying on old-fashioned principles, such as exemplary customer service
* The impact of the growing Hispanic population on the footwear market, as Mintel’s custom consumer research reveals that Hispanics over-index on shoe purchases, and the reasons for these purchases
* The specific reasons why the footwear market has not been negatively impacted by the recession, as so many other product categories have
* What’s new to the retail landscape and what innovations have been introduced in fitness and eco-friendly footwear, including pop-up stores as a new channel, footwear that increases muscle fitness, and the promise of eco-friendly footwear choices
Table of contents
Scope and Themes
What you need to know
Definition
Data sources
Market data
Consumer survey data
Advertising creative
Abbreviations
Terms
Executive Summary
The size of the market
Shoe segment activity
Where the opportunities lie
Driving the footwear market
A varied footwear retail landscape gives consumers many options as to where to shop
True innovation lacking, but footwear manufacturers maintain interest by focusing on external forces
Marketing strategies vary, but many focus around social media
The consumer
Purchases of shoes by male and female respondents
Trended purchases of shoes between 2004 and 2009
Where respondents are buying shoes
Number of pairs of shoes owned
Shoe purchase decisions based on race/Hispanic origin
Presence of children in the household and impact on shoe purchase
Market Size and Forecast
Key points
The footwear market is on the upswing
Total footwear sales and forecast
Figure 1: Total U.S. sales and forecast of footwear, at current prices, 2005-15
Figure 2: Total U.S. sales and forecast of footwear, at inflation-adjusted prices, 2005-15
Fan chart forecast
Figure 3: Fan chart forecast of footwear, 2005-15
Market Drivers
Black consumers over-index in apparel expenditures
Figure 4: Average annual expenditures, indexed to all CUs, by black and other races, 2008
Figure 5: Average annual apparel expenditures indexed to all CUs, by black and other races, 2008
Figure 6: Attitudes towards shoes/shoe shopping, by race/Hispanic origin, July/August 2010
Hispanic consumers continue to spend on apparel and services
Figure 7: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
Figure 8: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
Economy flounders but footwear perseveres in 2010
Segment Performance
Key points
Women’s footwear the largest segment in footwear overall
Figure 9: Total retail sales and forecast of footwear, at current prices, by segment, 2005-15
Figure 10: Total retail sales of footwear, by segment, 2008 and 2010
Segment Performance—Women’s Footwear
Key points
Women love their footwear
Figure 11: Total retail sales and forecast of women’s footwear, at current prices, 2005-15
Segment Performance—Men’s Footwear
Key point
Men’s footwear showing signs of life
Figure 12: Total retail sales and forecast of men’s footwear, at current prices, 2005-15
Segment Performance—Children’s Footwear
Key points
Parents spending on kids rather than themselves
Figure 13: Total retail sales and forecast of children’s footwear, at current prices, 2005-15
Retail Landscape
Overview
Online shoes
JCPenney
DSW
Payless
Nordstrom
Target
Zappos.com
Innovation and Innovators
Timberland
Fleet Feet
New Balance
BBC International and a focus on technological innovation
Marketing Strategies
Overview
Brand analysis and TV ads
Crocs
Figure 14: Brand analysis of Crocs, 2010
Figure 15: Crocs television ad, 2010
New Balance
Figure 16: Brand analysis of New Balance, 2010
Figure 17: New Balance television ad, 2010
Original Muck Boot Company
Figure 18: Brand analysis of Original Muck Boot Company, 2010
Figure 19: Original Muck Boot Company television ad, 2010
Teva
Figure 20: Brand analysis of Teva, 2010
Figure 21: Teva television ad, 2010
Timberland
Figure 22: Brand analysis of Timberland, 2010
Figure 23: Timberland television ad, 2010
Social media tools and tactics, a case study
Antidote for negative ads
Return to real customer service
Footwear Purchase and Purchase Locations
Key points
Some basic level of footwear purchase is necessary
Figure 24: Purchases of footwear for self or others in the last 12 months, by gender, July/August 2010
Figure 25: Purchases of footwear for self or others in the last 12 months, by age, July/August 2010
Figure 26: Purchases of footwear for self or others in the last 12 months, by household income, July/August 2010
Upscale retailers successful in targeting younger shoppers
Figure 27: Where footwear was purchased in the last 12 months, by gender, July/August 2010
Figure 28: Where footwear was purchased in the last 12 months, by age, July/August 2010
Figure 29: Where footwear was purchased in the last 12 months, by household income, July/August 2010
Purchases of Sneakers/Athletic Shoes
Key points
Ages 18-24 least likely to have purchased new athletic shoes
Figure 30: Purchases of sneakers/athletic shoes in the last 12 months, by gender, February 2009-March 2010
Figure 31: Purchases of sneakers/athletic shoes in the last 12 months, by age, February 2009-March 2010
Figure 32: Purchases of sneakers/athletic shoes in the last 12 months, by household income, February 2009-March 2010
Respondents purchasing casual shoes for daily use
Figure 33: Types of sneakers/athletic shoes bought in the last 12 months, by gender, February 2009-March 2010
Figure 34: Types of sneakers/athletic shoes bought in the last 12 months, by age, February 2009-March 2010
Figure 35: Types of sneakers/athletic shoes bought in the last 12 months, by household income, February 2009-March 2010
Nike brand athletic shoes are most popular, though “other” brands follow closely behind
Figure 36: Brand of sneakers/athletic shoes purchased in the last 12 months, by gender, February 2009-March 2010
Figure 37: Brand of sneakers/athletic shoes purchased in the last 12 months, by age, February 2009-March 2010
Figure 38: Brand of sneakers/athletic shoes purchased in the last 12 months, by household income, February 2009-March 2010
Purchases of Footwear Other Than Sneakers
Men’s apparel and accessory purchases
Key points
A significant number of women buying men’s apparel and accessories
Figure 39: Purchases of men’s apparel and accessories in the last 12 months, by gender, February 2009-March 2010
Figure 40: Purchases of men’s apparel and accessories in the last 12 months, by age, February 2009-March 2010
Figure 41: Purchases of men’s apparel and accessories in the last 12 months, by household income, February 2009-March 2010
Boots not hitting the mark among purchasers of men’s apparel and accessories
Figure 42: Specific types of men’s shoes purchased in the last 12 months, by gender, February 2009-March 2010
Figure 43: Specific types of men’s shoes purchased in the last 12 months, by age, February 2009-March 2010
Younger respondents over-index on number of shoes purchased
Figure 44: Purchases of other types of men’s shoes in the last 12 months, by gender, February 2009-March 2010
Figure 45: Purchases of other types of men’s shoes in the last 12 months, by age, February 2009-March 2010
Women’s apparel and accessory purchases
Key points
Women much more likely to purchase women’s apparel and accessories
Figure 46: Purchases of women’s apparel and accessories in the last 12 months, by gender, February 2009-March 2010
Figure 47: Purchases of women’s apparel and accessories in the last 12 months, by household income, February 2009-March 2010
Older women less likely to purchase boots
Figure 48: Specific types of women’s shoes purchased in the last 12 months, by gender, February 2009-March 2010
Figure 49: Specific types of women’s shoes purchased in the last 12 months, by age, February 2009-March 2010
Trends in Men’s Footwear Purchasing
Key points
Purchase patterns suggest an underlying need for shoes
Figure 50: Trended purchases of footwear in the last 12 months, 2004-10
Ownership, Footwear Qualities, and Reasons for Purchase
Key points
Higher-income respondents own more pairs of shoes
Figure 51: Number of shoes/boots owned, by gender, July/August 2010
Figure 52: Number of shoes/boots owned, by household income, July/August 2010
Durability a critical factor for respondents of lower economic means
Figure 53: Relative importance of footwear qualities, by gender, July/August 2010
Figure 54: Relative importance of footwear qualities, by age, July/August 2010
Figure 55: Relative importance of footwear qualities, by household income, July/August 2010
Older respondents looking for function over form
Figure 56: Function vs. form as reasons for buying footwear, by gender, July/August 2010
Figure 57: Function vs. form as reasons for buying footwear, by age, July/August 2010
Attitudes Towards Purchasing Shoes
Key points
Attitudes towards shoe shopping correlate with income level
Figure 58: Attitudes towards shoes and shoe shopping, by gender, July/August 2010
Figure 59: Attitudes towards shoes and shoe shopping, by age, July/August 2010
Figure 60: Attitudes towards shoes and shoe shopping, by household income, July/August 2010
Purchases of Children’s Shoes
Key points
Lower income leads to more frequent shoe purchases
Figure 61: Purchases of footwear for children in the last 12 months, by gender, July/August 2010
Figure 62: Purchases of footwear for children in the last 12 months, by age, July/August 2010
Figure 63: Purchases of footwear for children in the last 12 months, by household income, July/August 2010
Impact of Race/Hispanic Origin
Key points
Hispanics more likely to have purchased athletic shoes
Figure 64: Purchases of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
Casual athletic shoes the type most commonly purchased
Figure 65: Purchases of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
Targeted marketing having an impact on brands purchased
Figure 66: Brand of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
Blacks and Hispanics hit hardest by recession, purchasing power affected
Figure 67: Purchases of men’s apparel and accessories, by race/Hispanic origin, February 2009-March 2010
Boots more likely to be purchased by Hispanics
Figure 68: Specific types of men’s shoes purchased, by race/Hispanic origin, February 2009-March 2010
Women’s boots slightly more popular among blacks and Hispanics
Figure 69: Specific types of women’s shoes purchased, by race/Hispanic origin, February 2009-March 2010
Asians more likely to shop online or at upscale retailers
Figure 70: Where footwear was purchased in the last 12 months, by race/Hispanic origin, July/August 2010
Black respondents own more pairs of shoes
Figure 71: Number of shoes/boots owned, by race/Hispanic origin, July/August 2010
Style matters more to blacks and Asians
Figure 72: Relative importance of footwear qualities, by race/Hispanic origin, July/August 2010
Shoe shopping an enjoyable experience for Asians and blacks
Figure 73: Attitudes towards shoes and shoe shopping, by race/Hispanic origin, July/August 2010
Appendix: Other Useful Consumer Tables
Figure 88: Number of shoes/boots owned, by age, July/August 2010
Figure 89: Reasons for buying footwear, by household income, July/August 2010
Figure 90: Purchases of footwear for self or others in the last 12 months, by race/Hispanic origin, July/August 2010
Figure 91: Reasons for buying footwear, by race/Hispanic origin, July/August 2010
Figure 92: Number of shoes/boots owned, by gender and presence of children in the household, July/August 2010
Appendix: Trade Associations
What you need to know
Definition
Data sources
Market data
Consumer survey data
Advertising creative
Abbreviations
Terms
Executive Summary
The size of the market
Shoe segment activity
Where the opportunities lie
Driving the footwear market
A varied footwear retail landscape gives consumers many options as to where to shop
True innovation lacking, but footwear manufacturers maintain interest by focusing on external forces
Marketing strategies vary, but many focus around social media
The consumer
Purchases of shoes by male and female respondents
Trended purchases of shoes between 2004 and 2009
Where respondents are buying shoes
Number of pairs of shoes owned
Shoe purchase decisions based on race/Hispanic origin
Presence of children in the household and impact on shoe purchase
Market Size and Forecast
Key points
The footwear market is on the upswing
Total footwear sales and forecast
Figure 1: Total U.S. sales and forecast of footwear, at current prices, 2005-15
Figure 2: Total U.S. sales and forecast of footwear, at inflation-adjusted prices, 2005-15
Fan chart forecast
Figure 3: Fan chart forecast of footwear, 2005-15
Market Drivers
Black consumers over-index in apparel expenditures
Figure 4: Average annual expenditures, indexed to all CUs, by black and other races, 2008
Figure 5: Average annual apparel expenditures indexed to all CUs, by black and other races, 2008
Figure 6: Attitudes towards shoes/shoe shopping, by race/Hispanic origin, July/August 2010
Hispanic consumers continue to spend on apparel and services
Figure 7: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
Figure 8: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
Economy flounders but footwear perseveres in 2010
Segment Performance
Key points
Women’s footwear the largest segment in footwear overall
Figure 9: Total retail sales and forecast of footwear, at current prices, by segment, 2005-15
Figure 10: Total retail sales of footwear, by segment, 2008 and 2010
Segment Performance—Women’s Footwear
Key points
Women love their footwear
Figure 11: Total retail sales and forecast of women’s footwear, at current prices, 2005-15
Segment Performance—Men’s Footwear
Key point
Men’s footwear showing signs of life
Figure 12: Total retail sales and forecast of men’s footwear, at current prices, 2005-15
Segment Performance—Children’s Footwear
Key points
Parents spending on kids rather than themselves
Figure 13: Total retail sales and forecast of children’s footwear, at current prices, 2005-15
Retail Landscape
Overview
Online shoes
JCPenney
DSW
Payless
Nordstrom
Target
Zappos.com
Innovation and Innovators
Timberland
Fleet Feet
New Balance
BBC International and a focus on technological innovation
Marketing Strategies
Overview
Brand analysis and TV ads
Crocs
Figure 14: Brand analysis of Crocs, 2010
Figure 15: Crocs television ad, 2010
New Balance
Figure 16: Brand analysis of New Balance, 2010
Figure 17: New Balance television ad, 2010
Original Muck Boot Company
Figure 18: Brand analysis of Original Muck Boot Company, 2010
Figure 19: Original Muck Boot Company television ad, 2010
Teva
Figure 20: Brand analysis of Teva, 2010
Figure 21: Teva television ad, 2010
Timberland
Figure 22: Brand analysis of Timberland, 2010
Figure 23: Timberland television ad, 2010
Social media tools and tactics, a case study
Antidote for negative ads
Return to real customer service
Footwear Purchase and Purchase Locations
Key points
Some basic level of footwear purchase is necessary
Figure 24: Purchases of footwear for self or others in the last 12 months, by gender, July/August 2010
Figure 25: Purchases of footwear for self or others in the last 12 months, by age, July/August 2010
Figure 26: Purchases of footwear for self or others in the last 12 months, by household income, July/August 2010
Upscale retailers successful in targeting younger shoppers
Figure 27: Where footwear was purchased in the last 12 months, by gender, July/August 2010
Figure 28: Where footwear was purchased in the last 12 months, by age, July/August 2010
Figure 29: Where footwear was purchased in the last 12 months, by household income, July/August 2010
Purchases of Sneakers/Athletic Shoes
Key points
Ages 18-24 least likely to have purchased new athletic shoes
Figure 30: Purchases of sneakers/athletic shoes in the last 12 months, by gender, February 2009-March 2010
Figure 31: Purchases of sneakers/athletic shoes in the last 12 months, by age, February 2009-March 2010
Figure 32: Purchases of sneakers/athletic shoes in the last 12 months, by household income, February 2009-March 2010
Respondents purchasing casual shoes for daily use
Figure 33: Types of sneakers/athletic shoes bought in the last 12 months, by gender, February 2009-March 2010
Figure 34: Types of sneakers/athletic shoes bought in the last 12 months, by age, February 2009-March 2010
Figure 35: Types of sneakers/athletic shoes bought in the last 12 months, by household income, February 2009-March 2010
Nike brand athletic shoes are most popular, though “other” brands follow closely behind
Figure 36: Brand of sneakers/athletic shoes purchased in the last 12 months, by gender, February 2009-March 2010
Figure 37: Brand of sneakers/athletic shoes purchased in the last 12 months, by age, February 2009-March 2010
Figure 38: Brand of sneakers/athletic shoes purchased in the last 12 months, by household income, February 2009-March 2010
Purchases of Footwear Other Than Sneakers
Men’s apparel and accessory purchases
Key points
A significant number of women buying men’s apparel and accessories
Figure 39: Purchases of men’s apparel and accessories in the last 12 months, by gender, February 2009-March 2010
Figure 40: Purchases of men’s apparel and accessories in the last 12 months, by age, February 2009-March 2010
Figure 41: Purchases of men’s apparel and accessories in the last 12 months, by household income, February 2009-March 2010
Boots not hitting the mark among purchasers of men’s apparel and accessories
Figure 42: Specific types of men’s shoes purchased in the last 12 months, by gender, February 2009-March 2010
Figure 43: Specific types of men’s shoes purchased in the last 12 months, by age, February 2009-March 2010
Younger respondents over-index on number of shoes purchased
Figure 44: Purchases of other types of men’s shoes in the last 12 months, by gender, February 2009-March 2010
Figure 45: Purchases of other types of men’s shoes in the last 12 months, by age, February 2009-March 2010
Women’s apparel and accessory purchases
Key points
Women much more likely to purchase women’s apparel and accessories
Figure 46: Purchases of women’s apparel and accessories in the last 12 months, by gender, February 2009-March 2010
Figure 47: Purchases of women’s apparel and accessories in the last 12 months, by household income, February 2009-March 2010
Older women less likely to purchase boots
Figure 48: Specific types of women’s shoes purchased in the last 12 months, by gender, February 2009-March 2010
Figure 49: Specific types of women’s shoes purchased in the last 12 months, by age, February 2009-March 2010
Trends in Men’s Footwear Purchasing
Key points
Purchase patterns suggest an underlying need for shoes
Figure 50: Trended purchases of footwear in the last 12 months, 2004-10
Ownership, Footwear Qualities, and Reasons for Purchase
Key points
Higher-income respondents own more pairs of shoes
Figure 51: Number of shoes/boots owned, by gender, July/August 2010
Figure 52: Number of shoes/boots owned, by household income, July/August 2010
Durability a critical factor for respondents of lower economic means
Figure 53: Relative importance of footwear qualities, by gender, July/August 2010
Figure 54: Relative importance of footwear qualities, by age, July/August 2010
Figure 55: Relative importance of footwear qualities, by household income, July/August 2010
Older respondents looking for function over form
Figure 56: Function vs. form as reasons for buying footwear, by gender, July/August 2010
Figure 57: Function vs. form as reasons for buying footwear, by age, July/August 2010
Attitudes Towards Purchasing Shoes
Key points
Attitudes towards shoe shopping correlate with income level
Figure 58: Attitudes towards shoes and shoe shopping, by gender, July/August 2010
Figure 59: Attitudes towards shoes and shoe shopping, by age, July/August 2010
Figure 60: Attitudes towards shoes and shoe shopping, by household income, July/August 2010
Purchases of Children’s Shoes
Key points
Lower income leads to more frequent shoe purchases
Figure 61: Purchases of footwear for children in the last 12 months, by gender, July/August 2010
Figure 62: Purchases of footwear for children in the last 12 months, by age, July/August 2010
Figure 63: Purchases of footwear for children in the last 12 months, by household income, July/August 2010
Impact of Race/Hispanic Origin
Key points
Hispanics more likely to have purchased athletic shoes
Figure 64: Purchases of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
Casual athletic shoes the type most commonly purchased
Figure 65: Purchases of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
Targeted marketing having an impact on brands purchased
Figure 66: Brand of sneakers/athletic shoes in the last 12 months, by race/Hispanic origin, February 2009-March 2010
Blacks and Hispanics hit hardest by recession, purchasing power affected
Figure 67: Purchases of men’s apparel and accessories, by race/Hispanic origin, February 2009-March 2010
Boots more likely to be purchased by Hispanics
Figure 68: Specific types of men’s shoes purchased, by race/Hispanic origin, February 2009-March 2010
Women’s boots slightly more popular among blacks and Hispanics
Figure 69: Specific types of women’s shoes purchased, by race/Hispanic origin, February 2009-March 2010
Asians more likely to shop online or at upscale retailers
Figure 70: Where footwear was purchased in the last 12 months, by race/Hispanic origin, July/August 2010
Black respondents own more pairs of shoes
Figure 71: Number of shoes/boots owned, by race/Hispanic origin, July/August 2010
Style matters more to blacks and Asians
Figure 72: Relative importance of footwear qualities, by race/Hispanic origin, July/August 2010
Shoe shopping an enjoyable experience for Asians and blacks
Figure 73: Attitudes towards shoes and shoe shopping, by race/Hispanic origin, July/August 2010
Appendix: Other Useful Consumer Tables
Figure 88: Number of shoes/boots owned, by age, July/August 2010
Figure 89: Reasons for buying footwear, by household income, July/August 2010
Figure 90: Purchases of footwear for self or others in the last 12 months, by race/Hispanic origin, July/August 2010
Figure 91: Reasons for buying footwear, by race/Hispanic origin, July/August 2010
Figure 92: Number of shoes/boots owned, by gender and presence of children in the household, July/August 2010
Appendix: Trade Associations
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