More than 20% growth in online sales of sports footwear in US
01/07/2013
This figure represents an increase of 21% compared to the same period a year earlier.
According to NPD Group, e-commerce sales represented 18% of the total athletic footwear market in the US over the period in question. The total market was worth $28 billion between May 2012 and April 2013, an increase of 5% overall on a year earlier.
“Online offers the ability to find the product you want at the best value, but online also offers the widest assortment of athletic footwear where brick-and-mortar has limited space,” said Marshal Cohen, chief footwear industry analyst at NPD. “Consumers are clearly looking for this bigger online assortment each year and some retailers are working really hard at maximising space to include as many style offerings as possible.”
He went on to say that consumers who shop online care more about style, price, and brand while consumers who shop in store focus more on comfort and, typically, care less about the style and brand. “Surprisingly, men are more superficial about the athletic footwear they buy than women,” Mr Cohen said.
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