Footwear fit means more to women
08/07/2011
Market research group NPD asked more than 70,000 consumers in the US what factors motivated them to choose one athletic shoe brand over another, and published tables showing the top-ten criteria for men and women in the report.
Both sexes said that making sure a brand’s designs were in keeping with their personal style was the most important factor in making a buying decision. After that, women said fit was the most important thing, but men felt fit was only the fourth-most important criterion.
Men also placed “fun to wear” and the popularity of a brand higher on the list than comfort. Women too appear willing to compromise on comfort, but not as much as men. Comfort came fifth for women, but only seven out of ten for men.
For brands to have a broad range of products came bottom of the list for both groups.
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