全球鞋業(yè)市場調研和分析報告（德文版）-2024年1月上傳培訓課件

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,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

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