Footwear Insight

Trend Insight Consumer is a feature within Footwear Insight that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of sports enthusiasts. For information on the Mesh1 Platform, contact Brian Bednarek at 603-766- 0957 or brian.bednarek@mesh01.com. For more information on Trend Insight Consumer and how your company can participate, contact Jeff Nott at 516-305-4711 or jnott@formula4media.com. Shoppers want more than ever from their fitness footwear (see story on page 50): great looks, the best price out there, and performance features to keep them at the top of their game. And when it comes to those shoes, they're doing their research — which includes an in-store try-on. Fully 82 percent had researched their last buy, and 38 percent of them said they "virtually always" do. We asked 118 active women and men aged 18 to 59 about what they're looking for in their fitness shoes, what they use to research their decision, where they buy them, and what keeps them coming back to your stores. We also asked where they're doing their research, and the answer was clear: they're checking retail social media. Sixty-two percent of our respondents follow a local retailer on at least one channel. (Facebook, where 56 percent of survery-takers followed a neighborhood shop, was the most popular, followed by Instagram, where 39 percent followed a retailer.) n e survey, conducted by MESH01, included 118 respondents, men and women active in sports and outdoors, ages 18 to 59. CARPE TRENDEM Fitness Shoppers Are Looking for Versatility at a Great Price — And They're Doing Their Research S E I Z E T H E T R E N D ! TRENDINSIGHT We surveyed 118 consumers. Here is what they told us. When you're shopping for footwear for your fitness workouts, what are the attributes that are most likely to clinch the sale? (in order of importance) Where do you get the information you need about the attributes you selected above? Price Review or information online #1 #1 Versatilty/Usefulness both in and out of gym Recommendation of Friends/Family #2 #2 Aesthetic/Looks "right" Brand Website #3 #3 Technology Recommendation by sales associate/Fit process at stores #4 #4 Thinking about the last pair of shoes you bought, was it an impulse buy or a researched buy? 18% 82% Impulse Buy Researched Buy Where was the purchase made? 29% 25% 14% 13% 10% 5% 4% Sport Specialty Store Department Store Independent Shoe Store Discount Store Sporting Goods Store Online Footwear Specialty Chain Store 36 • Footwear Insight ~ July/August 2019 footwearinsight.com

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