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Report on toning & shaping footwear market released
05
Aug '10
Six months after The NPD Group, Inc., a leading market research company, conducted its benchmark study on the Toning and Shaping Footwear market, it has just announced the release of an update.

According to the Toning/Shaping Footwear – Six Month Update awareness and ownership has increased and sales are growing.

At the time of this study NPD found that nearly eight in ten females surveyed were aware of this category of footwear, but the majority indicated they weren't ready to make the purchase. Further examination of these results indicates that there is an opportunity to convert these women into buyers.

“Consumers have just begun learning of toning and shaping footwear,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc., “Since our first study, new manufacturers 'have gotten in the game' providing a wider variety of options. Consumers are testing them out and spreading the word. But there are still holdouts.”

“Up to this point manufacturers and retailers have been building awareness among consumers, and now it is time the retailers and manufacturers focus on getting consumers to 'test stride' these shoes,” said Cohen. “There is untapped potential, here,” added Cohen, “and there is opportunity to prove that these shoes work. Most consumers say they are skeptical of the 'fitness' claims so perhaps its time to shift the messaging to the 'wellness and comfort” these shoes deliver.”

The NPD Group Inc

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