(Hover over [+] to reveal more insights)
for athletic footwear:
E-commerce growth showed slower growth than the total market, slowing to +3%, after double-digit growth the previous year.
General footwear shop sales climbed +6%, driving overall market growth higher.
Children’s footwear sales grew +21% YOY.
In children’s footwear, e-commerce stores lost 3 points of children’s footwear market value share, though they gained +8 points a year ago. On the other hand, general footwear shops gained 4 points.
Children’s footwear takes 27% of the market share. Now the purchase method in kids’ is becoming more important.
Women made 78% of footwear purchases for kids.
Mothers are more likely than fathers to buy footwear for their children, so marketing to women is crucial.
Some women buy their own shoes and children’s shoes at the same stores. How can you capture both kinds of purchases from customers?
25% of women’s athletic footwear sales happened at general footwear shops — rising +2 points YOY.
21% of athletic footwear was sold e-commerce — falling 1 point YOY.
Source: The NPD Group/Consumer Tracking Service, 12ME October 2018 vs. 12ME October 2017