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Men's and Women's Footwear - US - May 2018

Footwear sales have been strong, and that trend is expected to continue in both men’s and women’s segments, thanks to necessity and product innovation. The challenge for brands and retailers lies in encouraging more shopping outside of replacement and continuing to find ways to address changing consumer shopping preferences, especially as online shopping increases in the category.

This report looks at the following areas:

  • Increased online shopping could create challenges for traditional retailers
  • Replacement is the top reason for purchase

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Increased online shopping could create challenges for traditional retailers
              • Figure 1: Preferences for footwear shopping, March 2018
            • Replacement is the top reason for purchase
              • Figure 2: Reasons for purchase, March 2018
            • The opportunities
              • Giving consumers more reasons to shop
                • Figure 3: Reasons for purchase – to treat myself, by select demographics, March 2018
              • Help shoppers narrow down the options
                • What it means
                • The Market – What You Need to Know

                  • Footwear sales will continue to grow thanks to consumer need and interest
                    • Both sectors expected to grow, with women’s shoes leading the way
                      • Growth in confidence, income, and population segments favorable for future footwear sales
                      • Market Size and Forecast

                        • An on-going need for and interest in footwear contributes to continued growth
                          • Figure 4: Total US sales and fan chart forecast of men’s and women’s footwear, at current prices, 2012-22
                          • Figure 5: Total US sales and forecast of men’s and women’s footwear, at current prices, 2012-22
                      • Market Breakdown

                        • Steady growth expected in both men’s and women’s footwear
                          • Figure 6: Total US retail sales and forecast of men’s and women’s footwear, by segment, at current prices, 2012-22
                        • Women’s footwear continues to drive the category
                          • Figure 7: Total US retail sales of men’s and women’s footwear, by segment, at current prices, 2015 and 2017
                      • Market Factors

                        • Higher consumer confidence could lead to more spending
                          • Figure 8: Consumer confidence and unemployment, 2000-March 2018
                        • Population growth expected among key consumer groups
                          • Young men and women
                            • Figure 9: Population by age, 2013-23
                          • Multicultural consumers
                            • Figure 10: Population by race and Hispanic origin, 2013-23
                          • Weather may affect footwear spending
                            • Figure 11: U.S. precipitation, 12-month glance, March 2018
                        • Key Players – What You Need to Know

                          • Innovative products and experiences keep shoppers interested
                            • Shoppers are growing more comfortable with online shopping, indicating a threat for traditional retailers
                              • New ways to address consumer preferences could appeal to both hesitant and frequent shoppers
                              • What’s Working?

                                • New reasons to buy more shoes
                                  • Tech upgrades
                                    • Figure 12: Under Armour email campaign, February 2017
                                  • Customization
                                    • Figure 13: Converse email campaign, March 2018
                                  • Limited editions and designer collaborations
                                    • Figure 14: Adidas email campaign, March 2018
                                  • Special events and pop-ups
                                    • Casual is the new cool
                                      • Figure 15: Nordstrom email campaign, March 2018
                                      • Figure 16: Neiman Marcus email campaign, March 2018
                                      • Figure 17: Nordstrom email campaign, February 2018
                                      • Figure 18: Madewell email campaign, December 2017
                                  • What’s Struggling?

                                    • Some traditional outlets are struggling to stay relevant
                                      • Figure 19: Retailers shopped, in-store versus online, March 2018
                                  • What’s Next?

                                    • Bridging the gap of online shopping
                                      • Figure 20: Desired improvements, March 2018
                                    • Investing in more than just shoes
                                      • Figure 21: Natural lifestyle motivators, by generation, April 2017
                                      • Figure 22: Adidas and Parley partnership email campaign, March 2018
                                    • Next Level Unboxing
                                    • The Consumer – What You Need to Know

                                      • Consumers are replacing and splurging
                                        • Shoe shoppers seek traditional channels, but online shopping is growing
                                          • Footwear shoppers seek comfortable and casual styles
                                            • Most shoppers prefer to try before they buy and want retailers to help eliminate hesitation
                                            • Reasons for Purchasing

                                              • Replacement and splurging are top reasons consumers buy shoes
                                                • Figure 23: Reasons for purchasing, March 2018
                                              • Men shop with purpose, women shop to treat themselves
                                                • Figure 24: Reasons for purchasing, by gender, March 2018
                                                • Figure 25: Footwear etc. email campaign, March 2018
                                                • Figure 26: Nike e-mail campaign, March 2018
                                              • Younger shoppers seek comfort
                                                • Figure 27: Reasons for purchasing, by age, March 2018
                                              • Parents have many reasons for purchasing footwear
                                                • Figure 28: Reasons for purchasing, by parental status, March 2018
                                              • Black shoppers are rewarding, while Hispanic shoppers are dressing up
                                                • Figure 29: Reasons for purchasing, by race and Hispanic origin, March 2018
                                            • Retailers Shopped

                                              • More than three quarters of footwear shoppers buy online
                                                • Figure 30: Retailers shopped, any retailer, March 2018
                                                • Figure 31: Retailers shopped, any visitation, March 2018
                                              • Women seek traditional destinations, while men seek convenience
                                                • Figure 32: Retailers shopped, by gender, March 2018
                                              • Young, affluent consumers are engaged, adventurous shoppers
                                                • Figure 33: Retailers shopped, by age and household income, March 2018
                                              • Hispanic consumers making more purchases in-store than others
                                                • Figure 34: Retailers shopped in-store, by race and Hispanic origin, March 2018
                                            • Items Purchased

                                              • Top purchases reflect casualization trend
                                                • Figure 35: Items purchased – any purchase, March 2018
                                              • Men prioritize athletic footwear over other types
                                                • Figure 36: Items purchased – men’s footwear, by gender, March 2018
                                              • Women shift purchases with age
                                                • Figure 37: Items purchased – women’s footwear, by gender and age, March 2018
                                              • Married women appear to be shopping for their spouses
                                                • Figure 38: Items purchased – men’s footwear, by gender and marital status, March 2018
                                              • Hispanic shoppers making more men’s purchases
                                                • Figure 39: Items purchased – men’s footwear, by Hispanic origin, March 2018
                                            • Preferences for Footwear Shopping

                                              • Preferences are split between in-store and online shoe shopping:
                                                • Most consumers want to try before they buy
                                                  • Figure 40: Preferences for footwear shopping, March 2018
                                                • Older women prefer to try on shoes, while young men are doing more online research
                                                  • Figure 41: Preferences for footwear shopping, by gender and age, March 2018
                                                • Dads are likely to seek guidance with their purchases
                                                    • Figure 42: Preferences for footwear shopping, by parental status, March 2018
                                                  • Black and Hispanic shoppers demonstrate similar preferences when shopping for footwear
                                                    • Figure 43: Preferences for footwear shopping, by race and Hispanic origin, March 2018
                                                • Attitudes toward Footwear

                                                  • Comfort and quality are a priority for most shoppers
                                                    • Figure 44: Attitudes toward footwear, March 2018
                                                  • Young women express desire to be trendy over comfortable
                                                    • Women describe how they typically make footwear purchases
                                                        • Figure 45: Attitudes toward footwear, by gender and age, March 2018
                                                      • Dads are willing to invest in shoes and look to social media for guidance
                                                        • Figure 46: Attitudes toward footwear, by parental status, March 2018
                                                      • Multicultural shoppers desire to be trendy
                                                        • Multicultural shoppers describe their thoughts on style
                                                        • Desired Improvements

                                                          • Consumers want more options to alleviate frustrations
                                                            • Figure 47: Desired improvements, March 2018
                                                          • Innovations could increase purchases among the most enthusiastic shoppers
                                                            • Figure 48: Desired improvements, by gender and age, March 2018
                                                          • Parents are influenced by more factors
                                                              • Figure 49: Desired improvements, by parental status, March 2018
                                                            • Special shoes and sizing, reservations, and rewards could engage multicultural consumers
                                                              • Figure 50: Desired improvements, by race and Hispanic origin, March 2018
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Direct marketing creative
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 51: Total US sales and forecast of men’s and women’s footwear, at inflation-adjusted prices, 2012-22
                                                                              • Figure 52: Total US retail sales and forecast of men's footwear, at inflation-adjusted prices, 2012-22
                                                                              • Figure 53: Total US retail sales and forecast of women's footwear, at inflation-adjusted prices, 2012-22
                                                                              • Figure 54: Female population by age, 2013-23
                                                                              • Figure 55: Male population by age, 2013-23
                                                                              • Figure 56: Median household income, by race and Hispanic origin of householder, 2016
                                                                          • Appendix – The Consumer

                                                                              • Figure 57: Retailers shopped, by reasons for purchasing, March 2018
                                                                              • Figure 58: Items purchased – women’s footwear, March 2018
                                                                              • Figure 59: Items purchased – men’s footwear, March 2018

                                                                          Men's and Women's Footwear - US - May 2018

                                                                          US $4,395.00 (Excl.Tax)