sneaker consumer segmentation
TRANSCRIPT
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