“Below average” year for US athletic footwear sales
31/01/2017
Despite growth in the first three quarter of the year, the industry saw a slight decline in the fourth quarter. This had a substantial effect as it coincides with the holiday season, when sales tend to peak.
Matt Powell, vice president and sports industry analyst at NPD, explained that 2016 was a “slightly below average year”, given that US sales of athletic footwear have averaged a 4% increase in recent years.
He added that this was “understandable”, given the impact of bankruptcies, such as that of sporting goods retailer Sports Authority. He predicted that this factor would continue to impact US athletic footwear sales in the first quarter of 2017.
'Classic' shoes continued to drive the industry, according to NPD’s report. This category generated $4.4 billion in 2016, which represented a 26% increase in dollar sales. It added that sales of performance basketball shoes were down for the first time in recent years.
“Retro will remain the dominant fashion trend, but success won’t come easy. Competition will intensify and brands must constantly update their styles,” said Mr Powell of the ‘Classics’ category.
“To further distinguish themselves and stay ahead of the competition, brands should focus their innovation on the manufacturing side, emphasising speed and sustainability, as this impact will be long-lasting, regardless of where fashion moves the market,” he concluded.
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