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Footwear - US - November 2010

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

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Table of contents

  1. 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
                                              • Insights and Opportunities

                                                • Doing what needs to be done to attract customers
                                                  • Using mobile technology and social media to improve the shopping experience
                                                    • Instant feedback
                                                      • Developing a pop-up store
                                                        • Eco-friendly shoes desired but hard to find
                                                          • Less is more?
                                                            • What runners want
                                                              • Considering fit before features or price
                                                              • Inspire Insights

                                                                  • Trend: Premiumization and Indulgence
                                                                  • 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
                                                                                                                                            • Cluster Analysis

                                                                                                                                                • Old Sneakers
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Globalists
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Sandalistas
                                                                                                                                                                  • Demographics
                                                                                                                                                                    • Characteristics
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                          • Figure 74: Footwear clusters, July/August 2010
                                                                                                                                                                          • Figure 75: Type of footwear purchased in the previous year, by footwear clusters, July/August 2010
                                                                                                                                                                          • Figure 76: Relative importance of footwear qualities, by footwear clusters, July/August 2010
                                                                                                                                                                          • Figure 77: Reasons for buying footwear, by footwear clusters, July/August 2010
                                                                                                                                                                          • Figure 78: Attitudes towards shoes and shoe shopping, by footwear clusters, July/August 2010
                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                          • Figure 79: Footwear clusters, by gender, July/August 2010
                                                                                                                                                                          • Figure 80: Footwear clusters, by age, July/August 2010
                                                                                                                                                                          • Figure 81: Footwear clusters, by household income, July/August 2010
                                                                                                                                                                          • Figure 82: Footwear clusters, by race, July/August 2010
                                                                                                                                                                          • Figure 83: Footwear clusters, by Hispanic origin, July/August 2010
                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Presence of children a key purchase factor for men
                                                                                                                                                                              • Figure 84: Purchases of footwear for self or others in the last 12 months, by gender and presence of children in household. August 2010
                                                                                                                                                                            • Women with children prompted to buy shoes at resale shops
                                                                                                                                                                              • Figure 85: Where footwear was purchased in the last 12 months, by gender and presence of children in household, July/August 2010
                                                                                                                                                                            • Men with children more inclined to buy recycled products
                                                                                                                                                                              • Figure 86: Relative importance of footwear qualities, by gender and presence of children in household, July/August 2010
                                                                                                                                                                            • Shoe shopping simply a necessity for men without children
                                                                                                                                                                              • Figure 87: Attitudes towards shoes and shoe shopping, by gender and presence of children in household, 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

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • American Apparel & Footwear Association (AAFA)
                                                                                                                                                                            • American Apparel Producers Network
                                                                                                                                                                            • Apparel Search Company
                                                                                                                                                                            • Google, Inc.
                                                                                                                                                                            • International Council of Shopping Centres
                                                                                                                                                                            • J C Penney Company, Inc
                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                            • Manolo Blahnik USA, Ltd.
                                                                                                                                                                            • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                            • National Retail Federation (NRF)
                                                                                                                                                                            • New Balance Athletic Shoe, Inc.
                                                                                                                                                                            • Nike
                                                                                                                                                                            • Reebok International Ltd
                                                                                                                                                                            • The Conference Board
                                                                                                                                                                            • Timberland (USA)
                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                            Footwear - US - November 2010

                                                                                                                                                                            £3,174.67 (Excl.Tax)