sneaker consumer segmentation

SNEAKERmentationSean Boutchard. Ali Katz. Dylan Phillips.

Industry

Growth is due to increasing awareness about healthy and active lifestyles, rising demand for comfortable footwear,

rising demand for innovative footwear designs technology, and growing population rising disposable income levels.

billion Globally in 2011 $74.7 projected to billion in 2018$84.4

Overall

69% sneakers are ¼ of their shoes62% spend $51-$100 on sneakers72% of respondents were female

87% of respondents were 20-29

97Respondents

Segments Omni-Athletes

1Savvy Stylists 8%2Sneakerheads 11%3Top Runners 14%4Comfort-Seekers 30%5 37%

Agree: never repeat an outfit Disagree: wear sweatpants regularly

75% female

appearancefunction

brand

1. Nike 2. Asics, Converse, Vans, Keds

Defined

Gender

Top Three

In Their Closet

Savvy Stylists

Savvy Stylists

Majority spend $51-$100 on sneakers

More than half disagree that they “live in high heels/dress shoes” → Fashion doesn’t mean fancy

More than half claim that “working out is their religion” → Work out so that they can fit into their preferred fashions

63% have more than 26 pairs of shoes1/4 of their shoes are sneakers

More than 62% agree “sneakers are a form of art” → Sneakers are trending, becoming acceptable as a fashion accessory

Savvy Stylists

Almost all of them “shop for specials/bargains” → Have high taste in FASHION, sales makes this more attainable

More than half disagree they “only buy things that they need” → Luxury shoppers, spend money on more than just necessities

Savvy Stylists

Definition: I like to make a unique fashion statement and designer labels improve image.

Simmons Says

Buy the latest fashions every seasonAre the first among their friends to try new stylesPeople copy what they wear

→ These are the trendsetters of the fashion world

Savvy Stylists

"I pay attention to the visual landscape, both on and

off the shelf."

Agree: Sneakers are a form of artAgree: Closet can’t hold all sneakers

45% Male

appearance price

function

1. Nike 2. Adidas 3. Asics,Vans

Defined

Gender

Top Three

In Their Closet

Sneakerheads

Sneakerheads

45% of them have more than 26 pairs of shoes

More than half “shop for bargains” → Expensive taste in SNEAKERS, so need sales to buy → More likely to spend $100+ on sneakers

Around 75% of them, their “workouts are sports” → Sports are another place to showcase sneakers

36% have sneakers as ¾ of their shoes (highest answer)

Sneakerheads

Almost all disagree they “only shop for the things they need” → Buy more sneakers than they need

More than half disagree they “never repeat an outfit” → Show that they care about sneakers, not fashion overall → Do they have specific outfits that they wear with specific sneakers and choose outfits based on sneakers?

The biggest group to wear “sneakers all day, everyday”

Sneakerheads

“Sneakers are the starting point and the centerpiece

of every outfit.”

Disagree: I only work out on the weekendsAgree: Training for a 5K/Marathon

79% female

function comfort

appearance

1. Nike 2. Asics 3. New Balance/Adidas Top Runners

Defined

Gender

Top Three

In Their Closet

Top Runners

Majority, sneakers are more than 50% of their shoes → Array of sneakers to fit their running needs

More than half “repeat outfits” → They care about functionality over fashion

Majority, wear “sweatpants regularly” → Sweatpants good work out clothing

Top Runners

“Ugly dirty shoes are a badge of honor, it means that

you’ve put in the miles.”

Disagree: I live in high heels/dress shoesAgree: I wear sweatpants regularly

Predominately Male

Comfort-Seekers

Defined

Gender

Top Three

In Their Closet

comfort price

appearance

1. Nike 2. Asics 3. Converse

Comfort-Seekers

60% of them, “working out is their religion” → They are not couch potatoes, they just seek comfort when they can

Almost all of them “repeat outfits” → Their comfortable clothes is a retreat for them that they go to often

Almost all “wear clothes twice before washing” → They appreciate the worn-in quality of their favorite clothes

More likely than other respondents to spend <$50 on sneakers

Comfort-Seekers

Almost all “Not training for 5K/marathon”

Almost all shop for “bargains/specials”

About half “play sports every chance they get”

Most don’t “only workout on the weekends”

Comfort-Seekers

Simmons Says

Important to look attractive to others →For them, comfort doesn’t come at the expense of looks

Still wearing clothes from a year agoHave favorite brands they stick with Make their clothes last a long time

Definition: Comfort is the most important factors in clothes they buy

Comfort-Seekers

“It’s a fine line between just seeking my own personal comfort

and still wanting to look good.”

Disagree: I only workout on the weekendsAgree: I play sports every chance i get

Omni-Athletes

Defined

Gender

Top Three

In Their Closet

function comfort

appearance

1. Nike 2. Asics 3. Adidas/Converse

50% female 50% male

Omni-Athletes

55% Agree that sneakers are “a form of art” → Each sneaker has a very specialized purpose for each sport

Almost all of them will “repeat outfits”More than half “wear sweatpants regularly” → Sweatpants make for great work out clothing

Omni-Athletes

Almost all disagree they “only buy the things they really need”

Almost all disagree that they “live in High heels/dress shoes”

Almost all “shop for specials/bargains”

They’re not “training for a 5K/marathon” → They prefer competitive games

Almost all “working out is their religion”

Omni-Athletes

People say their enthusiasm is contagious

Simmons SaysDefinition: Excercise 3-5 times in the past week

Often chosen to be spokesmen People often copy what they do or say

→ These are your Team Captains, the influencers of their groups

Omni-Athletes

“Having the right pair of sneakers for the sport lets me focus on

playing and performing.”

Summary Omni-Athletes

Savvy Stylists

Sneakerheads

Top Runners

Comfort-Seekers

Thank You