Luxury Shoes And Luxury Shoes Are On The Decline. Sports Shoes Instead Of High Heels Become The First Choice.

Some analysts pointed out that behind the bad performance of luxury shoe brands is over reliance on classic styles and single product structure.

High heeled shoes, once considered a must for women in the US, have been declining in recent years as consumers follow sports and leisure styles.

According to CNBC, sports shoes have replaced high heels as the first choice for American women to buy shoes.

Rhiannon Anderson, a full-time mother interviewed, said that there were about 50 pairs of high-heeled shoes in her shoe cabinet but never wore, and she wore sports shoes every day.

She also said she lived in arafreta, Georgia, though she was a rural area, but she was dressed.

It has been regarded as outdated.

In fact, the global cold shoe industry has become a common challenge for traditional shoe retailers.

According to the first quarter results of Italy luxury Footwear Group Tod's, its sales fell 5.2% to 226 million 100 thousand euros compared with the same period, and the revenue declined by 1.8% to 234 million 100 thousand euros at fixed exchange rates.

It is noteworthy that sales of the group's brand Roger Vivier have also ended their growth. For the first time, they recorded a decline of 8.7% to 37 million 800 thousand euros.

The same as Italy

The Salvatore Ferragamo of the manufacturer is also difficult to salvage the declining performance. Sales in the first quarter fell 1.7% to 304 million euros, down 7 consecutive quarters, and net profit fell 18.8% to 9 million euros.

Some analysts have pointed out that behind the bad performance of luxury shoe brands is over reliance on classic styles and single product structure, while industry trends are changing rapidly, and product updates are too slow for consumers to lose their freshness.

At present, the pure accessories brand is generally facing the plight of whether the product line is diversified.

In addition, the low sales of high-heeled shoes reflect that comfort has become the focus of women's attention.

Beth Goldstein, an analyst at NPD, a market research firm, says that busy urban life requires women to keep on moving. She further points out that sales of shoes with the height of 3 inches or higher are the fastest.

In contrast, the growth trend of sports shoes will continue to be in two digits. In the view of Beth Goldstein, the rapid growth of sports shoes is closely related to this category becoming a lifestyle choice.

The prediction by data agency Statista supports this view. From 2010 to 2018, sales of footwear in the United States surged 365.34% to 16 billion 100 million US dollars, which will increase to 20 billion 190 million US dollars in 2021, while sales of leather shoes and other footwear sales will decline.

Data show that in 2017, the sales of American sports shoes increased by 2 percentage points, with sales amounting to US $20 billion, and the sales growth of Adidas and Nike in women's shoes category accounted for almost 50%.

In addition to professional

In recent years, sports brands are attracting a large number of millennial consumers by launching joint names and limited numbers with celebrities.

Adidas spent $1 million to sign Kanye West to create the YEEZY series that has been sold so far and to cooperate with the British designer, Stella McCartney.

Nike has recruited rapper Kendrick Lamar.

In addition, last year, the most striking PUMA X Rihanna series was sold out instantly, showing the star's strong cargo effect.

However, Gerald Storch, chief executive of Storch consultant, a retail consultant, believes that this phenomenon does not mean that consumers are beginning to reject high-heeled shoes, but because they have more choices.

Compared with the footwear products provided by professional shoe manufacturers only in the past, luxury brands, which aim to create new growth points in recent years, also focus on more potential accessories.

In the list of the most popular single products released by fashion search agency Lyst in 2017, Gucci's flower slippers and Ace white shoes ranked the first and fourth respectively, while Balenciaga made the top second of the Boot Socks boots, while Givenchy's logo slippers were also on the list.

Gerald Storch further pointed out that choosing different types of shoes has become a way of expressing individuality for consumers. He added, "you can show masculinity, you can also show femininity, instead of just changing a pair of shoes with different colors."