A Survey Of The Consumption Of Shoes And Clothing In The United States: Nike Is The Hottest And Vans Is The Favorite Among High School Girls.

Recently, a survey of the consumption of shoes and clothing among young Americans by Piper Jaffray of the US investment bank showed that:

It is still the favorite sport shoe brand for teenagers in the US.

and

Two or three place.

Since 2001, Piper Jaffray has conducted the survey every six months.

The total number of adolescents involved in its autumn survey in 2018 was 8600, with an average age of 16 years.

Of these, 6200 were from low-income families (family average annual income was $55 thousand and 800), and the other 2400 were from middle and high income families (family average annual income of $101 thousand and 900).

Survey data show that over the past two years,

Although the popularity of the youth group remained at the top of the list, it experienced a continuous decline -- more than 50% of the young people in the spring of 2017.

As a favorite sport shoes brand, it has dropped to 41% in the autumn of 2018.

By contrast, the second ranking Vans has doubled in popularity in the past two years - less than 10% of teenagers in 2017 saw it as the favorite sport shoe brand, and the proportion rose to 19% in the autumn of 2018, which is the smallest gap between Vans and Nike in the history of the survey.

The report also points out: "the most notable growth is the popularity of the brand in the family (high-income) female consumer groups. Vans has replaced Nike as the most popular brand in this group."

The Old Skool series casual shoes in the Vans brand are the sales champion of all its styles.

In October 19th,

Scott Roe, parent company of CFO Scott, told investors teleconference that the single shoe contributed 25% of the total income of the entire Vans brand.

However, Vans sells not only this shoe.

In the third quarter earnings report recently released, Vans's total revenue has increased by 26%, and the growth of various regions, channels and product types has been increased by 26%.