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INDUSTRIES
&
MARKETSFootwear:
market
data
analysis&
forecastMarket
InsightsreportAugust
2023AgendaMarket
OutlookOverviewAppendix48ProductOverviewAuthor146150MarketSizeMarketInsightsMarketDriversConsumerInsightsTrends1730364347KeyPlayersMarketsSneakers5376AthleticFootwearLeatherFootwearTextile&OtherFootwear991222MARKET
INSIGHTSThis
report
is
part
ofour
Market
Insights
productGainabetterunderstandingofmarketsacross190+
geographicalentities
–
onaglobal,
regional,country,
and/orstatelevel.
Accessourdatavia
webinterface,download(XLS,
PDF,PPT),or
reports.Benefitfromour48-hourcustomerservice
guarantee.?
10
sectors:
advertising&media,consumers,countries,digital
sector,finance,health,
industrialsector,mobility,andtechnology?
1,000+
markets,
e.g.,
FinTech,Food,or
Robotics?
KPIs,
e.g.,
revenue,marketshares,prices,andvolume?
Features:Compare
countries®ions,
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currencies,
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customize
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Usecases:
sales
planning,
investment
decision
support,resourceallocation,andportfolio
management10sectors190+geographicalentities1,000+markets400+reportsFind
out
more
on:https://www.Goto
Market
Insightscom/outlook/3CHAPTER
01Market
Overview?
Market
definition?
Market
segmentation?
Key
takeawaysFootwear
market
is
shaped
by
changes
in
customer
purchase
habitsOverview:
Market
definitionMarket
definitionInscopeOutof
scopeTheFootwear
market
comprises
allkindsof
shoes
thataredesigned
and
intendedforavariety
ofactivities.
Thismarket
includesathletic,casual,formal,
andothertown
footwear
but
excludes
work
andsafetyshoes.
Depending
ontheirpurposeandfunction,
these
shoes
are
madefrom
leather,
textile,plastic,rubber,and/orwood
materials.
Themarket
covers
women’s,
men’s,
andchildren’s
footwear.
JustliketheApparelmarket,
theFootwear
market
iscurrently
beingshaped
byatremendous
changeincustomer
purchase
habits.
Theupswing
ine-commercestore
concepts
isputting
significantpressure
onstationary
retail
stores.Thismarket
includes:?Leather
footwear?AthleticFootwearThismarket
excludes:?Work
andsafetyshoes?“Athleisure”
footwear
(everydayshoes
with
athleticdesign)?Othertown
footwear
(e.g.
withtextile
footwear)5Sources:Market
Insights
2023Footwear
market
is
divided
into
four
segmentsMarket
segmentationSneakersLeather
FootwearFootwearTextile
&OtherFootwearAthleticFootwear6Sources:Market
Insights
2023With
35%,
the
segment
Textile
&
Other
Footwear
accounts
for
the
biggestsharein
the
Footwear
marketOverview:
Key
takeawaysHighlightsGlobal
sales
intheFootwear
market
amounted
toUS$382
billionin2022
and
areforecast
togrow
atanaverage
rateof
1.8%
to
reach
US$473
billion
by2028.With35%,
Textile
&OtherFootwear
isthelargest
segment
of
theFootwear
marketwith
revenues
of
US$134
billionin2022,
followed
byLeather
Footwear
segment(US$125
billion)
and
Sneakers
(US$73
billion).Thesmallest
segment
isAthleticFootwear
(US$51
billion).Sneakers
isthe
second
smallest
andfastestgrowing
segment
and
forecast
toincrease
by35%
to
US$98
billion
in2028.Thehighestper
capita
revenues
were
generated
inPuertoRico
with
US$311
perperson.Thebigsportsbrandmanufacturers(Nike,
Adidas,
Puma,New
Balance,
Asics)arebyfarthebiggestplayers
inanotherwise
very
fragmented
industrylandscapecharacterized
byregionally
or
nationallyoriented
playersandstore
brands.7Sources:Market
Insights
2023CHAPTER
02Market
Size?
Worldwide
revenue?
Worldwide
average
revenue
per
capita?
Worldwide
market
volume?
Worldwide
volume
percapita?
Worldwide
average
price
perunit?
Sustainablefootwear
share?
Luxuryrevenue
share?
Worldwide
saleschannelIn2022,
the
Footwearmarket
realized
a
revenue
of
US$382
billion
worldwideMarket
size:
Worldwide
(1/8)Revenue
inbillionUS$1,8%(1)473455441427413397398398382343346201820192020202120222023202420252026202720289Notes:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Sources:Average
revenue
percapita
for
the
Footwearmarket
is
estimated
to
increase
ata
CAGR(1)
of
0.8%
from2018
to
2028Market
Size:
Worldwide
(2/8)Averagerevenue
percapita
inUS$0.8%(1)59.057.255.954.654.253.853.351.950.245.945.92018201920202021202220232024202520262027202810
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Footwear
volume
is
estimated
to
decrease
at
a
CAGR(1)
of
1.1%
from2018
to2028Market
Size:
Worldwide
(3/8)Volume
inbillionpairs-1.1%(1)16.115.814.514.314.014.114.214.013.812.912.72018201920202021202220232024202520262027202811
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Footwear
volume
per
capita
are
estimated
to
decrease
from
2018
to
2028Market
Size:
Worldwide
(4/8)Averagevolume
per
capita
inpairs2.202.142.22.01.81.61.41.21.00.80.60.40.20.01.811.821.811.801.801.811.791.731.682018201920202021202220232024202520262027202812Sources:Market
Insights
2023Average
price
per
unit
of
Footwears
are
estimated
to
increase
from
2014
to2028Market
Size:
Worldwide
(5/8)Averagepriceperunit
inUS$3532.6531.9131.1030.3029.4728.573025201510527.7227.3026.6225.1224.6502018201920202021202220232024202520262027202813Sources:Market
Insights
2023Share
of
sustainable
footwear
increases
from
2013
to
2026Market
Size:
Worldwide
(6/8)Sustainable
footwear
share
inpercent6.7076.1065.605.104.805432104.404.103.903.603.403.303.103.002.902013201420152016201720182019202020212022202320242025202614Sources:Market
Insights
2023Luxury
revenue
share
in
the
Footwearmarket
increases
from
2018
to
2028Market
Size:
Worldwide
(7/8)Luxury
revenue
share
inpercent94.094.094.093.093.093.093.093.093.092.092.06.06.06.07.07.07.07.07.07.08.08.020182019202020212022202320242025202620272028LuxuryNon-Luxury15Sources:Market
Insights
2023Offline
sales
continue
to
dominate
the
global
Footwear
marketMarket
Size:
Worldwide
(8/8)Online
revenue
share74.074.674.474.076.578.078.678.185.384.226.025.425.626.023.622.021.421.914.715.82018201920202021202220232024202520262027OfflineOnline16Sources:Market
Insights
2023CHAPTER
03Market
Insights?
Analystopinion?
Worldwide
market
comparison?
Regional
comparison?
Country-level
comparisonEmerging
markets
are
the
key
driverfor
growth
in
global
Footwear
marketMarket
Insights:Analyst
opinionTheoverall
outlook
forthefashionindustryremains
positive
astheshareof
theapparel
andfootwear
portfolio
is
expected
todecline
only
slightly,leadingtoenormous
overall
growth
potential.
Themost
important
driver
forthe
globalfootwear
market
isthe
increasing
importance
of
emerging
markets
notonly
asproduction
sitesbutalsoasconsumer
markets.
Thisindicatesastrong
impetusforproducers
and
retailers
todiversify
theirgeographical
presence
to
enable
furthergrowth.
Additionally,the
athleisure
trend
thatcombines
comfort
with
chicandhaselevated
functionalsportswear
tocoveted
fashionstatements
isboundtocontinue.18Sources:Market
Insights
2023The
Sneakers
market
has
the
highestgrowth
potential
with
a
CAGR(1)
of
4.2%from2022
to
2028Market
Insights:Worldwide
market
comparisonRevenue
inbillionUS$+2.6%(1)+1.7%(1)20.518.117.616.4+4.2%(1)12.39.6+3.2%(1)8.16.7Textile
&OtherFootwearLeather
FootwearSneakersAthleticFootwear2022202819
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
revenue
of
US$152.7
billion,
Asia
is
the
biggestmarket
among
selectedregions,
in
2022Market
Insights:Regional
comparison
(1/5)Revenue
inbillionUS$+4.4%(1)197.5+3.2%(1)149.2152.7+2.6%(1)100.0123.785.5+4.9%(1)+2.4%(1)19.914.94.35.020222028202220282022
2028Americas2022202820222028EuropeAfricaAsiaAustralia20
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
average
revenue
per
capita
of
US$168.2,
Australia
is
the
biggest
marketamong
selected
regions,
in
2022Market
Insights:Regional
comparison
(2/5)Averagerevenue
percapita
inUS$+1.2%(1)181.2+2.5%(1)142.7168.2+2.7%(1)117.9123.1100.7+3.7%(1)+2.6%(1)42.334.014.112.12022202820222028202220282022202820222028EuropeAfricaAmericasAsiaAustralia21
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
volume
of
7.3billion
pairs,
Asia
is
the
biggest
market
among
selectedregions,
in
2022Market
Insights:Regional
comparison
(3/5)Volume
inbillionpairs+1.5%(1)8.07.3+0.7%(1)-0.3%(1)3.23.1-0.5%(1)2.32.3-1.7%(1)0.90.90.10.12022202820222028202220282022202820222028EuropeAfricaAmericasAsiaAustralia22
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023Australia
has
the
biggestmarket
in
Footwear
volume
percapita
in
2028Market
Insights:Regional
comparison
(4/5)Volume
percapita
inthousand
pieces5.04.54.53.54.54.03.53.02.52.01.54.13.34.04.03.73.13.53.52.93.53.43.13.43.13.33.13.33.13.71.93.23.02.73.02.72.91.42.82.61.72.71.72.71.72.71.71.80.80.81.71.71.60.81.50.71.00.50.00.70.70.70.70.70.70.620182019202020212022202320242025202620272028EuropeAfricaAmericasAsiaAustralia23Sources:Market
Insights
2023Australia
has
the
biggestmarket
in
Footwear
price
per
unit
in
2028Market
Insights:Regional
comparison
(5/5)Price
perunit
inUS$54.346.253.055504540353025201551.644.450.343.548.942.647.541.545.239.945.342.634.842.537.642.738.041.335.844.343.342.223.520.341.222.819.440.022.138.621.436.520.932.420.732.521.124.822.024.121.131.018.430.519.118.417.416.014.714.714.710
14.25020182019202020212022202320242025202620272028EuropeAfricaAmericasAsiaAustralia24Sources:Market
Insights
2023With
a
revenue
of
US$85.8
billion,
the
United
States
has
the
biggest
DIY
&Hardware
Store
market
in
2022Market
Insights:Country-level
comparison
(1/5)Revenue
inbillionUS$+3.3%(1)+3.9%(1)104.099.785.879.3+4.2%(1)+1.8%(1)+1.5%(1)19.815.512.110.86.97.62022202820222028202220282022202820222028United
StatesChinaGermanyFranceUnited
Kingdom25
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023The
United
States
has
the
highest
average
revenue
per
capita,
amounting
toUS$256.4
in
2022
among
the
selected
countriesMarket
Insights:Country-level
comparison
(2/5)Averagerevenue
percapita
inUS$+2.7%(1)+3.8%(1)283.4300.5256.4226.5+1.9%(1)144.8+1.2%(1)114.0129.1+3.7%(1)105.967.854.520222028202220282022
2028Germany2022202820222028United
StatesChinaFranceUnited
Kingdom26
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
volume
of
2.98
billion
pairs,
China
is
the
biggest
market
among
selectedcountries,
in
2022Market
Insights:Country-level
comparison
(3/5)Volume
inbillionpairs+0.9%(1)3.142.98+1.4%(1)1.971.81+1.0%(1)-2.2%(1)-2.2%(1)0.320.340.240.210.160.142022202820222028202220282022202820222028ChinaUnited
StatesUnited
KingdomGermanyFrance27
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
volume
per
capita
of
5.4
pairs,
the
United
States
is
the
biggest
marketamong
selected
countries,
in
2022Market
insights:Country-level
comparison
(4/5)Volume
percapita
inpairs76.36.25.765432105.65.65.55.45.45.55.33.45.33.11.85.85.44.0
3.44.72.65.02.64.83.94.63.44.64.72.24.72.24.54.52.42.32.22.82.12.32.62.12.62.12.12.62.12.62.52.52.22.42.32.12.12.12018201920202021UnitedStates2022China202320242025202620272028GermanyFranceUnitedKingdom28
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023With
pricePerUnit
of
US$49,
the
United
Kingdom
is
the
biggest
market
amongselected
countries,
in
2022Market
Insights:Country-level
comparison
(5/5)Price
perunit
inUS$55.756.9
58.757.451.454.2605040302010052.856.350.355.351.0
54.352.446.748.847.349.044.444.445.541.742.339.844.645.0
43.652.052.852.431.851.242.439.449.649.2
50.448.948.128.245.842.442.326.040.941.140.825.141.730.930.029.127.426.624.323.020182019202020212022202320242025202620272028UnitedStatesChinaGermanyFranceUnitedKingdom29
Notes:Sources:(1)
CAGR:
Compound
Annual
GrowthRateMarket
Insights
2023CHAPTER
04Market
Drivers?
Summary?
Consumer
spending?
Demographic
trendsThe
worldwide
Footwear
market
is
shaped
by
the
emergence
of
Asia
andchanging
demographicsMarket
Drivers:
SummaryThemost
important
driver
forthe
global
footwear
market
istherisingimportanceof
emerging
markets
notonly
asmanufacturingplacesbut
alsoas
consumermarkets.
Theshareof
Europe
and
North
America
of
worldwide
consumer
spendingon
clothingandfootwear
will
fallfrom55%
in2015
to
43%
in2025.
Thisindicatesastrong
impetusforproducers
and
retailers
todiversify
theirgeographic
footprint
inorder
to
sustainfurthergrowth.
Theoverall
outlook
forthefashionindustryremains
rather
positiveas
the
share
ofwallet
of
footwear
isprojected
to
increaseslightly,translatinginto
decent
growth
potential
overall.Demographic
changeaffectsall
countries
covered,
asbirthrates
decline,
andpopulationsgetolder.
People
over
theageof55
are
thefastest
growingdemographic
which
will
translateinto
different
consumption
patternsasolderconsumers
look
more
forcomfort
than
self
expression.
Aspecifictrend
shapingglobal
supplychainsarerising
laborcostsinChina
where
economic
success
andanebbingof
theinflow
of
domestic
migrantsfrom
thehinterlandintotheurbanworkforce
hasdriven
upmanufacturingcosts
considerably.
Inconsequence,
thefootwear
industryhasshiftedproduction
increasingly
toothercountries
inSoutheast
AsialikeVietnam
or
Indonesia
which
offer
lower
hourly
wages.31Sources:Market
Insights
2023Half
of
fashion
spending
already
happens
outside
Europe
and
North
AmericaMarket
Drivers:
Consumer
spendingTheglobaleconomy
isundergoing
asea-change
with
theweights
of
gross
domestic
However,
themarket
potential
of
emerging
markets
cannotbeignored
byfashionproduct
(GDP)and
consumer
spending
shifting
away
from
established
markets
inNorth
America
andCentral&Western
Europe
toemerging
economies
inAsia,Eastern
Europe,
theMiddle
East,AfricaandLatinAmerica.
Thefashionmarketshavealready
experienced
thischangingtideas
already
halfofspendingoccursoutsideNorth
America
andEurope.companies
thatwanttocontinueto
expand,asmost
of
theprojected
growth
infashionspending
will
happenoutsideEurope
andNorth
America.Emerging
markets
arecountries
thataredeemed
tobeinatransitional
phasebetween
developing
and
developed
status.Brazil,
Russia,IndiaandChina,commonly
referred
toastheBRIC
states,represent
thefourlargest
economiesamong
emerging
markets.
Theirgrowth
hasoutstripped
thatofwestern
nationsinmost
years
forthelastthree
decades.Theexpansion
intoemerging
markets
carries
certain
country
risks1
related
totheinstitutionalframework,
e.g.,thelaw,aswell
asunfavorablecurrency
effects
andanoverall
highervolatility
ofthemarkets.
Additionally,fashionbrandsmustdiversifytheirportfolio
tocaterfordifferent
culturalexpectations
andtasteindifferentregions.32
Notes:Sources:(1)
Statista’s
countryreports
can
help
drive
decisions
onmarketentryby
providing
exhaustive
statistics
onopportunities
and
risksin
160
countries
worldwideMarket
Insights
2023,
Key
Market
Indicators,
based
onIMF,UN,WorldBank,
Eurostatand
national
statistical
officesThe
world’s
population
is
getting
olderMarket
Drivers:
Demographic
TrendsWorldwide
population
byage
groupAkey
trend
definingtheoutlook
of
theglobal
footwear
industryisthedemographicshiftaffectingmanyof
the152
countries
andterritories
surveyed
intheConsumerMarket
Insights.26%25%23%22%People
of
55
years
and
older
are
thefastest
growing
demographic
inthosecountries
andwill
constituteamajority
within
thenext
tenyears.19%16%17%15%Ontheother
hand,
theshareof
younger
consumers
will
slightly
fall.Thiswill
likelyresult
inchanged
consumption
patterns.
First,theincreased
role
ofcomfort
(asopposed
tostyleconsiderations)
thatliesatthecore
of
the
recent
athleisure
boomislikely
to
continue
inanageing
society.
Secondly,
andconnected
to
thefirstpoint,isarising
importance
of
orthopedic
shoes
like
Birkenstock
sandals.Thirdly,overallvolume
demand
is
likely
toremain
flatsinceolder
consumers
usefootwear
less
forfashionsignalingandtendtotreatitmore
asacommodity.15%
15%15%14%
14%
13%
14%12%
12%11%0-1415-2425-34201035-44202045-5455+203033Sources:Market
Insights
2023,Key
MarketIndicators
based
onUNDESAand
national
statistical
officesLabor
costs
in
China
haverisen
rapidlyMarket
Drivers:
Sourcing
countries
(1/2)Manufacturing
labor
costs
perhourinUS$+24%52.0+12%+52%41.9+39%38.042.627.627.4+45%+29%+50%+47%+60%+450%3.3China+140%+400%2.0Vietnam+143%1.7India+150%4.83.13.02.42.51.00.70.80.60.40.20.5IndonesiaGermanyU.S.Philippines20152002201934Sources:
A.T.KearneyAs
a
result
of
rising
labor
costs,
footwear
production
is
shifting
from
China
toSoutheast
AsiaMarket
Drivers:
Sourcing
countries
(2/2)Footwear
production
worldwide
inmillionpairs11,118ChinaIndia14,2002,0802,0651,3201,036VietnamIndonesiaBrazil770700764900487300Turkey483370PakistanBangladeshMexico4232981652452013202035Sources:Market
Insights
2023,Key
MarketIndicators
based
onUNDESAand
national
statistical
officesCHAPTER
05Consumer
Insights?
Summary?
Relevance
oflow
prices?
Relevance
ofpremium
quality?
Second-hand
shopping?
Brand
awareness?
Influencer
marketingFootwear
consumers
are
polarized
into
luxury
and
price
optimizing
shoppertypesConsumer
Insights:SummaryFootwear
buyersare
looking
forinexpensive
prices,
with
abouthalf(46%)
ofrespondents
intheU.S.andmore
than
onethirdof
therespondents
inthe
UK,Germany
andChina,
naminglow
prices
asaparticularly
important
criterion.
Ontheother
hand,
thesamerespondents
alsoboughtpremium
and
luxury
footwear
overthereview
period.
Thisparadox
opens
up
opportunity
spacesfor
vertical
fastfashionplayers
on
onesideandforluxurybrandsof
theother.
Butitalsoleavesmiddletier
brandsunder
pressure
todiversify
to
either
end
ofthespectrum.
Thedesire
forexclusive
brandsandthe
concurrent
price
priming
may
atleast
partlyexplain
thepopularity
offootwear
assecond-hand
items
which
canoffer
accesstoexclusive
brandsatmore
permissive
pricepoints.Brand
awareness
is
very
high
forfashion
items,second
only
tosmartphones,
whichhighlightstheimportance
of
marketing
inthefootwear
industry.Inthisareaparticularly,social
media
influencers
haveproven
to
beaviableforce
with
around
athirdofbothU.S.
and
Chinese
consumers
reporting
tohavepurchased
shoeswithin
thelastyear
aftertheproduct
had
been
advertised
to
thembybloggers,Youtubers
or
other
famouspeople.37Sources:Market
Insights
202341%
of
U.S.
consumers
look
for
affordable
prices
when
buying
shoesConsumer
Insights:Relevance
of
low
pricesShare
ofinternetusersfor
whichlowpricesare
particularly
important33%41%41%ShoesClothing34%49%45%44%40%33%38%39%Food
&non-alcoholic
drinksSmartphone19%30%30%36%46%24%24%25%Household
appliancesBags&accessoriesAlcoholic
drinks23%38%30%29%33%21%25%17%17%13%Toys&baby
products15%UK9%7%USAGermanyChina38
Notes:Sources:Question:
Forwhich
ofthese
products
is
a
low
price
ofparticular
importance
toyou?(multi
pick)
n=
9,986
(USA);
6,031
(DEU);
4,033
(GBR);4,018
(CHN)GlobalConsumer
Survey
as
ofDecember2022Many
consumers
also
want
premium
products
in
apparel
and
footwearpressuring
middle-tier
brandsConsumer
Insights:Relevance
of
premium
qualityShare
ofinternetuserswhoalso
buy
premiumorluxuryitems36%35%32%32%ShoesClothing45%45%45%35%35%37%37%Smartphone36%32%Bags&accessoriesFood
&non-alcoholic
drinksCosmetics
&bodycareAlcoholic
drinks28%26%26%46%13%13%11%11%17%17%18%13%14%10%12%UKUSAGermanyChina39
Notes:Sources:Question:
Inwhich
ofthese
product
categories
do
you
alsobuy
premium
orluxury
items?
(multi
pick)n=
9,986
(USA);
6,031
(DEU);4,033
(GBR);4,018
(CHN)GlobalConsumer
Survey
as
ofDecember2022Shoes
are
rather
popular
second-hand
itemsConsumer
Insights:Second-hand
shoppingShare
ofinternetuserswhohaveboughtsecond-hand
productswithinthelast12
months32%Clothing29%22%21%17%17%15%14%Shoes22%Bags&accessories15%13%18%13%12%12%Consumer
electronics(e.g.
TV,smartphone)18%9%9%10%Toys&baby
products8%8%Sports&outdoor
products6%5%11%GermanyUSAUKChina40
Notes:Sources:Question:
Which
ofthese
articles
have
youbought
second
hand
in
the
past12
months
(no
matter
if
online
orin
person)?(multi
pick)
n=
9,986
(USA);
6,031
(DEU);4,033
(GBR);4,018
(CHN)GlobalConsumer
Survey
as
ofDecember2022Brand
awareness
for
clothing
and
shoes
is
very
highConsumer
Insights:Brand
awarenessPercentage
of
internetuserspayingparticularattention
tobrands55%58%56%55%48%47%47%46%45%44%37%38%38%36%31%34%29%30%28%32%25%30%
30%28%24%23%23%22%14%21%18%17%12%17%17%16%15%14%13%9%SmartphoneShoesClothingTV&HiFiHouseholdappliancesDetergents&CleaningproductsFood
&non-
Alcoholic
drinksalcoholic
drinksBags&accessoriesFurniture&householdgoodsUSAUKGermanyChina41
Notes:Sources:Question:
Inwhich
ofthese
categoriesdo
youpay
particular
attention
to
brands?
(multi
pick)n=
9,986
(USA);
6,031
(DEU);4,033
(GBR);4,018
(CHN)GlobalConsumer
Survey
as
ofDecember2022Inthe
United
States
and
China
especially,
influencers
can
drive
shoe
buyingdecisionsConsumer
Insights:Influencer
marketingShare
ofinternetusersboughtorused
productsadvertised
bybloggersorYoutubers36%21%21%ClothingFood
&drink23%39%32%16%17%28%31%14%14%Shoes33%26%26%Cosmetics
&bodycareConsumer
electronicsBags&accessories19%25%12%15%25%21%9%9%23%USAUKGermanyChina42
Notes:Sources:Question:
Which
ofthese
products
orserviceshave
youbought
/used
in
the
past12
months
because
bloggers/YouTubers
orother
famous
peopleadvertized
them?(multi
pick)
n=
9,986
(USA);
6,031
(DEU);4,033
(GBR);4,018
(CHN)GlobalConsumer
Survey
as
ofDecember2022CHAPTER
06Trends?
Experientialisation?
Mass
customization?
AthleisureConsumers
can
experience
a
brand
through
owned
retailTrends:
ExperientialisationEver
sincethefirst
NikeTown
opened
in1990
inPortland,OR,allthe
bigsportsshoe
brandshavedeveloped
adedicated
retail
strategy
to
not
onlysell
productsindirectly
tocustomers
viawholesale
butalsooperate
theirown
stores
where
theycanoffer
atightly
curated
brandexperience.theirbrands.Thebigsportsbrandsforexample
leverage
theirathleticappealbyoffering
spacesforactualsportstournaments
or
inhouse
consultingforrecreational
sportsmen
byexperts.Owned
retail
stores
offerbrandsahigherdegr
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