Sneakernomics: Advertising and marketing Sneakers To Girls

Sneakernomics: Advertising Sneakers To Women

The athletic and outside industries are “guy” industries. For years, they have systematically ignored the female customer. A swift glance at the boards and management teams of the key companies reveals the absence of gender diversity.  This lack of ladies at the top of management is reflected in the lack of merchandise that the market offers to women.

Dimension of Industry

In 2013, primarily based on my examination of the information from SportsOneSource, Men’s shoes signify 59% of all sneakers offered in bucks, Women’s 22% and kids twenty%.  This tends to make the women’s sport footwear market place about $ 4.8 billion in the US at retail. We know, of program, that many women usually acquire boys’ footwear for their very own wear, so it is quite effortless to see the real women’s market at a lot more than $ five billion.

Lack of Development

Primarily based on my analysis of the information from SportsOneSource, Women’s sneaker sales at retail in the US have not grown in the final 3 years.  Even though the women’s working enterprise has been reliable, losses in other important categories held the complete variety back.  I lay the blame for stagnant sales on the lack of women’s distinct products.

Channel driven

The Family members channel represent s twenty% of the women’s company even though only ten% of the men’s organization.  Run specialty does 10% of the women’s organization while contributing much less than 5% of the men’s revenue. Athletic Specialty/Complete Line Sporting Products (aka “guy stores”) contribute virtually two thirds of the men’s enterprise, but only about forty% of the women’s sneaker revenue.

Failed Strategy

Historically, most athletic brands have utilized the method of “shrink it and pink it” to build women’s product. They simply would get a man’s shoe, make it smaller sized and trim it in a color that “she’ll enjoy!” (Shades of “Mad Men”!)

Anatomical Variations

One particular of my important learnings over the years is that ladies are produced differently than boys.  A male foot is far more rectangular in form, even though a woman’s foot is far more triangular, narrower at the heel than the forefoot. So merely creating a smaller men’s final results in unwell-fitting women’s sneakers.

Female Very first

Girls are females initial and buyers second. Manufacturers require to develop females particular items in order to grow this important segment of the sneaker marketplace. Across the sport tools landscape, there are few women’s distinct products, brands or merchants. Consequently the female athletic client has been underserved. She has been forced to get items made for a guy or a boy.

Diverse in Apparel

Only in apparel have we noticed women-particular product thrive. This is because brand names are forced to make ladies-certain apparel. In the merchants measured by SportsOneSource, product sales of women’s apparel have grown in the higher single digits for the last three many years. Lululemon was profitable early since they have been centered solely on women. Lulu had a cult like following but through a variety of public relations missteps, has misplaced a lot of its allure.  There is just no great National retailer for ladies, which is holding back the market even even more.

Sneakernomics: Advertising and marketing Sneakers To Girls