Sports influence fuels growth in the footwear category
As consumers continue to relax their styles and embrace the sneaker trend, we see sneakers elevating their style and taking on a more fashion forward approach. Brands like Puma (ETR:PUM) who have used trend-led updates to their sneakers, such as the creeper soles, have seen positive sales. We have seen the rise of the all -white Stan Smith by Adidas (ETR:ADS), all white Converse (NYSE: NKE) & Vans (NYSE:VFC), along with the return of the Air Max by Nike to name a few.
Many of the athletic brands who traditionally have used key sport figures have also brought on celebrities who have connected these brands with a much larger audience. A few examples are Kanye West and Pharrell Williams for Adidas and Rihanna for Puma.
Consumers have adapted to the comfort trend and as comfort increases momentum, consumers are likely to continue to update their active apparel and sports inspired footwear.
One of the most interesting shifts we note has been the luxury consumer buying into this trend. A quick look at net-a-porter.com is a full view of where this customer is spending her money.
Footwear in general is also a more compelling purchase than apparel. A customer’s apparel size will go up or down but her footwear size usually remains the same.
We also expect the Olympics to fuel the sport footwear and activewear trend.
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