Sneakers’ ascension gives no sign of stopping. The footwear sales’ trend in the United States confirm the previous statement. Fashion and technical footwear are down in the third quarter of 2019, while “leisure” shoes, with particular focus on ‘sport-lifestyle’, continue to grow. NPD Group, research agency that conducted the study is sure: sneakers are the only winners.
Sneakers are the only winners
The market research agency has split the market in three macro-areas. ‘Leisure’ shoes experienced an increase in sale of about 7%, equal to a value of 3.9 billion USD. Meanwhile, the ‘performance shoes’ area (the specific shoes used to play sports) decreased by 4% (2 billion USD). The fashion category, which includes formal, casual and evening footwear, as well as slippers, also dropped by 4% (2.7 billion). In this category, the male department decreased by 5%, women lost 4% and kids fashion footwear lost 2%.
The comment
“The ‘performance’ category has encountered additional difficulties during this third quarter, explains Matt Powell, a consultant with NPD. “The majority of growth for the third quarter can be easily traced and attributed to limited-edition shoes, superior to in volume to the same quarter of the previous year”. In other words, basketball shoes, for example, are down to the increased sales of athleisure sneakers. Among the brands that are having the most success in the USA is FILA, which according to NPD, have increased by 33% during the last quarter. The brand’s results were also pushed by the success of white sneakers such as the Disruptor 2 model, nominated Shoe of the Year in 2018 by Footwear News.
