Home / Knowledge / News / Shaping/toning footwear category is booming
Shaping/toning footwear category is booming
01
Feb '10
The NPD Group, Inc., a leading market research company, just released 2009 sales results for the rapidly emerging toning and shaping footwear market.

Toning and shaping footwear is a category marketed as a way to tone and shape muscles and/or burn calories while engaged in everyday activity. According to NPD's Retail Tracking Service, this segment generated $145 million dollars in sales in the Department Store, National Chain, Shoe Chain, and Athletic Specialty/Sporting Goods channels in 2009, up from $17 million in 2008. Sales increased dramatically during the fourth quarter of 2009, and while women's product comprises the large majority of these sales, the men's business began to pick up late in the year.

“Given the challenges we faced last year, these growth rates are especially significant. It is clear that the consumer is becoming engaged. The key for the industry will be to not only keep current buyers engaged but to look for opportunities to expand the market.” said Marshal Cohen, chief industry analyst, The NPD Group, Inc.

Taking a look at NPD's athletic footwear store-level data, we see that the DMA's (Designated Market Area) that posted the highest sales volume for toning and shaping footwear closely align to the overall population ranking: New York, Los Angeles, Philadelphia, Chicago, SanFrancisco-Oakland-San Jose, Dallas-Fort Worth. However, one standout is the Phoenix DMA. The store-level data shows that Phoenix is significantly more important to the toning/shaping market as it ranks 7th in sales of this kind of footwear versus its rank of 16th in sales of total women's athletic footwear and 11th in total population.

In addition to the Retail Tracking Service and Athletic footwear store-level data, NPD has just released the results of its first consumer study of this market called, Toning/Shaping Footwear – Benchmark Study. This study was designed specifically to examine the attitudes and behaviors of both owners and non-owners of toning and shaping footwear.

Not surprisingly, the Toning/Shaping Footwear – Benchmark Study, found that awareness of this type of footwear is higher among women (62 percent) than among men (37 percent). In addition, among all respondents, women (6 percent) were twice as likely to own a pair as men (3 percent).

“The men's market could spell an interesting opportunity for shaping and toning footwear. Men's, shows the least penetration overall, but a particularly interesting finding is that once men are aware of this type of footwear, they own them at almost the same rate as women.” said Cohen.

The study's results point to an additional marketing opportunity for manufacturers and retailers of toning and shaping footwear. Consumers that are already aware of these shoes were asked what would have the greatest impact on their decision to purchase a pair in the future. Sixty-five percent of those consumers told NPD that a “scientific substantiation of the fitness claims,” would have the greatest impact on their intention to buy in the future. This was followed closely by a “brand name I know and trust,” with 64 percent

“In 2010, shaping up will be a theme for consumers. Not only will they be looking to get their finances in shape they will be looking to get their bodies in shape as well.” said Cohen.

Methodology for Benchmark Study: This report is based on information collected from member of NPD's online consumer panel. It is based on a sample of 5000 adults aged 18+. It was administered from November 20th – December 4th, 2009.

NPD Group Inc


Must ReadView All

Courtesy: Pexels

Fashion | On 23rd Jun 2018

Nigerian bank launches N1 bn fund for fashion entrepreneur

Nigeria’s Bank of Industry has set aside 1 billion Naira (N) to...

Courtesy: Tayal

Textiles | On 23rd Jun 2018

Tayal textile factory in Algeria starts exports to Turkey

Algeria’s largest textile factory, the joint Algerian-Turkish company ...

Courtesy: Manhattan Beachwear

Fashion | On 23rd Jun 2018

Manhattan Beachwear in global partnership with BCBG Group

Manhattan Beachwear, the largest swimwear manufacturer in the US, has ...

Interviews View All

Luke Otten
Wigwam Mills Inc

Wigwam aims to recycle discarded yarn that doesn’t make it through the...

Nishank Patel
Shri Dinesh Mills Limited

Broad range of fabrics will sell well this financial year

Headhonchos
Indian fashion industry

Organic the first choice of any environment-conscious person

Nitesh Mittal

Kusumgar Corporates is a leading manufacturer of technical textiles and...

Paolo Crespi

For.Tex is an Italy-based leading producer of dyes and thickeners, and is...

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


June 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Advanced Search