Global Footwear Market: Athletic and non-Athletic Shoes, The

• Publication date: August 2009

Footwear is a huge and increasingly diversified business, driven by a host of demographic, lifestyle and fashion trends. As a result, the category 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...

Footwear is a huge and increasingly diversified business, driven by a host of demographic, lifestyle and fashion trends. As a result, the category 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 all making a comeback.


Though the market for footwear in the U.S. 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 more 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 U.S. Market for Footwear 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 eyewear industry and provides a forecast for the market through 2013.


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.

Global Footwear Industry

The Return of the Cobbler

Figure 5-1: Total Sales for Footwear and Leather Goods Repair Establishments, 2003-2007 (in millions $)

Consumers Cut Back

Figure 5-2: Quarterly Retail & Foodservice Sales, 1992-Q1, 2009 (in billions $)

Figure 5-3: Quarterly Personal Consumption Expenditures (PCE), 1992-Q1, 2009 (in trillions $)

Fashion and Footwear Industries Feeling the Pinch

Figure 5-4: Quarterly Clothing and Clothing Accessory Store Sales, 1992-Q1, 2009 (in billions $)

High-End Branded Footwear Toughing it Out

Figure 5-5: Average Annual Footwear Expenditure Per Consumer Unit: All Consumers Units, 2003-2007 ($)

Table 5-1: Average Annual Footwear Expenditure Per Consumer Unit by Household Income Before Tax, 2003-2007 ($)

Table 5-2: Average Annual Footwear Expenditure Per Consumer Unit by Age of Reference Person, 2003-2007 ($)

Table 5-3: Average Annual Footwear Expenditure Per Consumer Unit by Race or Ethnic Origin of Reference Person, 2003-2007 ($)

Table 5-4: Average Annual Footwear Expenditure Per Consumer Unit by Region, 2003-2007 ($)

Table 5-5: Average Annual Footwear Expenditure Per Consumer Unit by Education Level, 2003-2007($)

38 Million Kids by 1212

Figure 5-6: Population Forecast of U.S. Kids Age 3-11, 2008-2012 (in millions)

An Influential Force with Buying Power

Figure 5-7: Spending Power Forecast of U.S. Kids Age 3-11, 2008-2012 (in billions $)

Cool Licenses Trump All

Figure 5-8: The Inchworm Shoe

Kids Express Themselves with Crocs’s Jibbitz Charms

Global Consumers: Will Spend More on Ethical Brands

Green Particularly Important to Youth to a (Price) Point

Sustainable Initiatives are Financially Viable

Deckers Finds a Simple Way to Sustainability

Naturalizer and Dress for Success

TOMS Shoes One for One

Danner and the Fallen Officers Drive

Staggering Consequences

Counterfeit Counter-Intelligence

Industry Hopes to See End Depression-Era Tax

Figure 5-9: Adidas’ Customizable Mi Originals

Work Shoes Get the Custom Treatment

Emotional Pulls the Shoes Strings Too

High End Activity

Interchangeable Shoes

Figure 5-10: Sandals with Interchangeable Upper or Band

Comfort versus Style: Footwear No Longer Easily Categorized

Shoe Comfort Gets More Accessible

Comfort Shoe Brands Break the Mold

Figure 5-11: Privo’s Acacia Slip-on with Flex-Fit

Figure 5-12: Indigo’s Sweetie Pump with ABS Heel

Figure 5-13: Unstructured’s Un.radke Ankle Boot

Figure 5-14: Kigo Footwear

Fashion Finds Comfort

Figure 5-15: RSVP Lyndsey Cushioned by Foot Petals

Figure 5-16: Optimus Prime inspired Nike Air Trainer "Transformers"

Under Armour Gets Sophisticated

Technology Offers Good Shoes and Good Health

Better Health Through Earthly Footwear at Sky-High prices

Spas, Fitness Experts Saw Opportunity

Figure 5-17: Masai Barefoot Technology Kaya

Figure 5-18: Fit Flops Sandal

Figure 5-19: Z-Coil Freedom

Experts Conflicted on Fitness Shoe Promises

Women’s Footwear Goes Retro, Aggressive

Retro Designs Not New

A No-Frills Backlash in the Offing?

Integration Important as Media Preferences Shift

Jimmy Choo Takes It Down a Notch

More Strategies to Reach Price Conscious Consumers

More People Cocooning and Online in Recession

All the Simplicity of Email

Alternative Media Increasingly Important, Especially Among the Young

The Puma Past Masher

Footwear Clubs Breed WOM

Social Networking to Play Big Part in WOM

Proof That WOM Works

Don’t Forget the Human Touch

Nike Active in Broadcast Placement

What Do Kelly Ripa and Eddie Van Halen Have in Common?

Appropriate and Authentic Celebrity Relationships

Payless and Summer Rayne Oakes Go Green

Candie’s Taps Britney to Connect with Young Consumers

Table 6-1: License! Global Selected Top Global Licensees in the Footwear Category, 2008

Do-Good Marketing Part of a Whole Brand’s Image

Timberland Taps Double Benefit

Table 7-1: Total Consumer Penetration Levels for Men’s Footwear Bought in the Past 12 Months, 2004-2009 (%)

Figure 7-1: Total Consumer Penetration Levels for Men’s Footwear Bought in the Past 12 Months, 2004-2009 (%)

Table 7-2: Consumer Penetration Levels for Women’s Footwear Bought in the Past 12 Months, 2004-2009 (%)

Figure 7-2: Total Consumer Penetration Levels for Women’s Footwear Bought in the Past 12 Months, 2004-2009 (%)

Table 7-3: Consumer Penetration Levels for Men’s and Women’s Footwear Bought in the Past 12 Months by Member of the Opposite Sex, 2004-2009 (%)

Male and Female Athletic Shoe Purchasers Characteristics Upwardly Mobile

Table 7-4: Demographic Characteristics of Male Athletic Shoe Purchasers, 2009 (index)

Table 7-5: Demographic Characteristics of Female Athletic Shoe Purchasers, 2009 (index)

Male and Female Non-Athletic Shoe Purchasers Characteristics Also Upwardly Mobile

Table 7-6: Demographic Characteristics of Male Non-Athletic Shoe Purchasers, 2009 (index)

Table 7-7: Demographic Characteristics of Female Non-Athletic Shoe Purchasers, 2009 (index)

Male and Female Boot Purchasers Showed Dramatically Different Characteristics

Table 7-8: Demographic Characteristics of Male Boot Purchasers, 2009 (index)

Table 7-9: Demographic Characteristics of Female Boot Purchasers, 2009 (index)

Male and Female Boot Purchasers Showed Dramatically Different Characteristics

Table 7-10: Demographic Characteristics of Male Slipper Purchasers, 2009 (index)

Table 7-11: Demographic Characteristics of Female Slipper Purchasers, 2009 (index)

Surprise! Shoe Shopping a Favorite Pastime for Women

Table 7-12: Top Demographic Characteristics of Consumers who ‘Agree a Lot’ with the Statement: Shopping For Shoes is Favorite Pastime, 2009 (index)

Brand/Designer Important to Urbanites

Table 7-13: Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: Shoe Brand or Designer is Important, 2009 (index)

Fewer Purchases and Less Expensive Purchases Among the More Disenfranchised

Table 7-14: Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: I am Buying Fewer Shoes Because of the Economy, 2009 (index)

Table 7-15: Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: I am Buying Less Expensive Shoes Because of the Economy, 2009 (index)

Function over Form Skewed Older

Table 7-16 Top Demographic Characteristics of Consumers who Agree a Lot with the Statement: In Buying Shoes, I Prioritize Function Over Style, 2009 (index)

Table 7-17: Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Adult Users, Men and Women, 2006-2008 (%)

Specialty for Young, Department Store for Old

Preference by HHI Plays Out Along Socio-Economic Lines

Blacks and Hispanics Prefer to Shop at Specialty Apparel

Table 7-18: Consumer Penetration Levels for Type of Retail Shopped Most Often for Shoes, by Age, Household Income and Race, 2008 (%)

Table 7-19: Consumer Penetration Levels for Stores Shopped Most Often for Shoes, by Women, Men and Total Population, 2006-2008 (%)

Department Stores Should Address Aging Consumer

High Income Households Shop Value, but Branding Important

Racial Preference Decidedly Different

Table 7-20: Consumer Penetration Levels for Top 15 Stores Shopped Most Often for Shoes, by Age, Household Income and Race, 2008 (%)

Table 7-21: Top Consumer Shoe Retail Drivers for Men and Women, 2008 (%)

Table 7-22: Average Monthly Spend on Shoes, by Adults, Men and Women, 2006-2008 (%)

The Younger You are the More You Spend

Wealthier More Likely to Spend on More Expensive Footwear

Whites Show Lowest Average Spend Levels

Table 7-23: Average Monthly Spend on Shoes, by Age, HHI and Race, 2008 (%)

Table 7-24: Consumer Response to the Question, “Over the next 90 days (July, August and September), do you plan on spending more, the same or less on footwear than you would normally spend at this time of the year?” by Adults, Women and Men, 2006-2008 (%)

Table 7-25: Consumer Response to the Question, “Over the next 90 days (July, August and September), do you plan on spending more, the same or less on footwear than you would normally spend at this time of the year?” by Age, HHI and Race, 2008 (%)

Table 8-1: Total Consumer Penetration Levels for Sneakers, Athletic Shoes, or Sports Shoes Bought in the Past 12 Months, by Sex and Total Population, 2009 (%)

Table 8-2: Total Consumer Penetration Levels for Sneakers, Athletic Shoes, or Sports Shoes Product Segments Bought in the Past 12 Months, by Sex and Total Population, 2009 (%)

Casual Sneaker Purchasers More Likely Than Average to Be Young Living on East or West Coast

Table 8-3: Demographic Characteristics of Casual Sneaker Purchasers, by Sex, 2009 (index)

Exercise and Walking Purchasers Skew Much Older, Retired

Table 8-4: Demographic Characteristics of Exercise and Walking Shoe Purchasers, by Sex, 2009 (index)

Jogging or Running Purchasers More Likely Than Average to be Educated, White-Collar, Family-oriented

Table 8-5: Demographic Characteristics of Jogging and Running Shoe Purchasers, by Sex, 2009 (index)

Cross Trainers Similar to Joggers

Table 8-6: Demographic Characteristics of Cross Training Shoe Purchasers, by Sex, 2009 (index)

Female Basketball Shoe Purchasers High Earners versus Male

Table 8-7: Demographic Characteristics of Basketball Shoe Purchasers, by Sex, 2009 (index)

Tennis Shoe Purchasers Not Necessarily the Country Club Stereotype

Table 8-8: Demographic Characteristics of Tennis Shoe Purchasers, by Sex, 2009 (index)

Aerobic Sneaker Purchasers More Likely Than Average to be High-income Women

Table 8-9: Demographic Characteristics of Aerobic Shoe Purchasers, by Sex, 2009 (index)

Hiking Purchasers More Likely Than Average to be Educated, West Coast

Table 8-10: Demographic Characteristics of Hiking Shoe Purchasers, by Sex, 2009 (index)

Table 8-11: Total Consumer Penetration Levels for Sneakers, Athletic Shoes, or Sports Shoes Brands Bought in the Past 12 Months, by Sex and Total Population, 2009 (%)

Nike Purchasers Demographics and Psychographics

Table 8-12: Demographic Characteristics of Nike Shoe Purchasers, by Sex, 2009 (index)

Table 8-13: Psychographic Characteristics of Nike Shoe Purchasers, 2009 (index)

New Balance Purchasers Demographics and Psychographics

Table 8-14: Demographic Characteristics of New Balance Shoe Purchasers, by Sex, 2009 (index)

Table 8-15: Psychographic Characteristics of New Balance Shoe Purchasers, 2009 (index)

Adidas Purchasers Demographics and Psychographics

Table 8-16: Demographic Characteristics of Adidas Shoe Purchasers, by Sex, 2009 (index)

Table 8-17: Psychographic Characteristics of Adidas Shoe Purchasers, 2009 (index)

Reebok Purchasers Demographics and Psychographics

Table 8-18: Demographic Characteristics of Reebok Shoe Purchasers, by Sex, 2009 (index)

Table 8-19: Psychographic Characteristics of Reebok Shoe Purchasers, 2009 (index)

Skechers Purchasers Demographics and Psychographics

Table 8-20: Demographic Characteristics of Skechers Shoe Purchasers, by Sex, 2009 (index)

Table 8-21: Psychographic Characteristics of Skechers Shoe Purchasers, 2009 (index)

Asics Purchasers Demographics and Psychographics

Table 8-22: Demographic Characteristics of Asics Shoe Purchasers, by Sex, 2009 (index)

Table 8-23: Psychographic Characteristics of Asics Shoe Purchasers, 2009 (index)

Converse Purchasers Demographics and Psychographics

Table 8-24: Demographic Characteristics of Converse Shoe Purchasers, by Sex, 2009 (index)

Table 8-25: Psychographic Characteristics of Converse Shoe Purchasers, 2009 (index)

Puma Purchasers Demographics and Psychographics

Table 8-26: Demographic Characteristics of Puma Shoe Purchasers, by Sex, 2009 (index)

Table 8-27: Psychographic Characteristics of Puma Shoe Purchasers, 2009 (index)