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Footwear Market 2021Footwear Retail Is SprintingThe Footwear Distributors and Retailers of America (FDRA) reports 2020 consumer spending on footwear during May 2021 totaled $98.7 billion on a seasonally-adjusted annualized rate (SAAR), which was almost a record.Much like apparel and many other retail sectors, shoe stores suffered significantly during 2020, with sales decreasing 21.9% from 2019, but shoe store sales increased by huge triple-digits during April and May 2021.According to a 2021 survey conducted by and published in the June 2021 issue of Footwear Insight, 96% of respondents said they expected to buy new footwear for themselves during fall 2021.Shoe Stores’ Sales Comparisons, 2021 to 2019 and 2020PeriodTotalChange from 2020Change from 2019PeriodTotalChange from 2020Change from 2019Q1 2019$8.29 BNANAMay 2019$3.02 BNANAQ1 2020$6.54 BNA-21.1%May 2020$1.62 BNA-46.4%Q1 2021$8.05 B+23.1%-2.9%May 2021$3.59 B+121.6%+18.9%April 2019$3.04 BNANAJan–May 2019$14.35 BNANAApril 2020$462 MNA-84.8%Jan–May 2020$8.62 BNA-40.0%April 2021$3.36 B+627.3%+10.5%Jan–May 2021$15.01 B+74.1%+4.6%US Census Bureau, July 2021 Industry Business InsightsAn FDRA 2021 survey of footwear distributors and retailers found 46% said their sales equaled or exceeded pre-pandemic levels and 80% expected the next six months to be a strong period for footwear consumer spending. Because of the effect of the pandemic in countries where most footwear is manufactured and on shipping delays, the FDRA forecasted a 10% decrease in imports during the first half of 2021, but a 3.0% increase during the April–September 2021 period.With these import manufacturing and shipping challenges and recent and significant increases in inflation throughout the US economy, footwear industry insiders are reporting retail prices will increase “modestly.” Demand and materials cost are also parison of May 2021 Monthly Shoe Store Visits to May 2019, for Selected Stores, July 21StoreYO2Y ChangeStoreYO2Y ChangeDSW Designer Shoe Warehouse+3.8%Famous Footwear-3.1%Foot Locker-6.5%Shoe Carnival+11.3%Rack Room Shoes+5.6%Boot Barn+48.5%Placer.ai, July 2021 More Physical Activities = More Athletic FootwearA well-documented effect on the pandemic is people being more physically active, which is a direct benefit to athletic footwear sales. According to the Physical Activity Council, the total number of persons 6+ participating in physical activities during 2020 was 229.7 million. This 3.7% YOY increase was the largest during the 2015–2020 period and the participation rate increased from 73.2% for 2019 to 75.6% for 2020, again the largest increase during the 2015–2020 period. Of the seven sports the Physical Activity Council measures, outdoor sports had the largest increase, from a 50.7% participation rate during 2019 to 52.9% during 2020. Participation in the other six sports during 2020 either decreased or was stagnant.The #1 Physical Activity In Which Persons 6+ Intend to Participate During the Next 12 Months, by Age Group, 2020Age GroupActivityAge GroupActivity6–12Basketball35–44Hiking13–17Basketball45–54Hiking18–24Running/Jogging55–64Hiking25–34Running/Jogging65+FishingPhysical Activity Council, 2021Running, Walking and HikingAs the table above indicates, running/jogging and hiking are the focus of many age groups’ physical activity plans for 2021. According to data from The NPD Group, the sale of women’s hiking footwear increased 37% YO2Y (2019) while men’s sales increased 18% YO2Y.The NPD Group also reported the top brands for women’s hiking brands during 1H 2021, compared to 1H 2019, were Columbia, Salomon, Skechers and Danner. Another women’s footwear niche many brands and retailers are overlooking is walking shoes. The NPD Group data revealed women’s walking footwear increased 22% during 1H 2021 and accounted for a 63% share of all women’s performance footwear.Women 18+ Who Participated in Hiking During the Past Four Weeks, by Age Groups, in Selected Markets, 2021Age GroupPortland, MEJacksonvilleHoustonSan FranciscoSeattle-Tacoma18+44.7%48.8%44.0%49.1%50.2%18–2424.6%2.7%12.2%11.6%13.1%25–4426.1%57.7%63.0%52.5%51.0%45–5419.9%18.4%11.3%12.2%18.2%55–7429.5%21.3%13.6%22.7%17.7%75+***1.1%*Based on The Media Audit’s Spring 2021 surveys*insufficient dataThe Footwear ConsumerAccording to a January/February 2021 survey from Provoke Insights, the profile of footwear consumers are Gen X (47%), household income of $100K+ (47%), have children (46%), employed (45%), optimistic (45%) and female (45%).Of these survey participants, 34% said quality was the most essential criteria for selecting a footwear brand, followed by price (21%); brand trust (11%); and ease of use, history with brand and online reviews (5% each).A separate 2021 survey published in the June 2021 issue of Footwear Insight, found 88% of consumers who said they would be purchasing footwear during fall 2021 were planning on buying athletic footwear, with casual second at 55% and boots/fashion third at 35%.Where Consumers Shop Most Frequently for Footwear, 2021ChannelPercentChannelPercent#1: Online (not affiliate with a store)45%#6: Sports specialty store37%#2: Footwear specialty chain42%#7: Independent shoe store35%#3: Sporting goods store41%#8: Online (single-brand specific)33%#4: Department store41%#9: Mass merchant33%#5: Online (affiliate with physical store)38%#10: Single-brand store20%Footwear Insight, June 2021More Footwear Consumer InsightsAccording to the Footwear Insight survey cited above, footwear stores may be overlooking a sales opportunity, as 55% of respondents said they shop for footwear in one store, but shop for footwear accessories in another store.Among those consumers who said they shop at an independent shoe store, 39% rated the quality of footwear assortment as good while almost as many (35%) rated assortment quality very good. Excellent was the answer of 12% of consumers.Almost half (43%) of independent shoe store shoppers rated sales associates’ knowledge compared to other types of stores as very good, 28% excellent and 19% good.The In-Store Elements That Make the Biggest Impression on Consumers, 2021ElementPercentBrand and product assortment32%Pricing25%A good and thorough fitting21%Thoughtful product recommendations14%Easy and intuitive displays5%Extra touches (offering a beverage)3%Footwear Insight, June 2021More Valuable InsightsSustainability is increasing in importance among many consumers, especially those in younger age groups and the footwear industry has been criticized for many years for the environmental impact of manufacturing its products and the waste issues they create. During April 2021, Morning Consult conducted a survey for Stifel in six countries, including the US, of consumers who purchased lifestyle brands (athletic or activewear clothing and footwear, casual lifestyle apparel, apparel for outdoor activities or sporting goods and outdoor recreation equipment). More than 70% said product sustainability was more important to them than during 2020 and more than 50% bought a new brand or product because the manufacturer was more focused on sustainability and promoted its support of the issue.How US Consumers Are Trying to Live More Sustainably, April 2021Sustainability PracticesPercentTry to be more sustainable during my day-to-day life79%Care more now about the sustainability of products I buy than I did a year ago71%Purchased a new brand/product specifically because of its sustainability practices61%Try to learn about a brand’s sustainability practices before I buy it the first time59%Intend to purchase fewer products for the sake of sustainability58%Regularly opt for more expensive brands or products because they are more sustainable52%Boycotted or stopped buying brand/product specifically because of its sustainability (or lack thereof)46%eMarketer (Morning Consult and Stifel), July 2021Sources: Footwear Distributors and Retailers of America Website, 8/21; U.S. Census Bureau Website, 8/21; Trend Insight Website, 8/21; Footwear News Website, 8/21; Placer.ai Website, 8/21; Physical Activity Council Website, 8/21; The Media Audit Website, 8/21; Provoke Insights Website, 8/21; eMarketer Website, 8/21.Updated: August 2021? 2021 Media Group Online, Inc. 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