Footwear Insight

What's Influencing Shopping Decisions Right Now? TRENDINSIGHT We surveyed 350 consumers. Here is what they told us. S E I Z E T H E T R E N D ! CARPE TRENDEM 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 603-766-0957or 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. C onsumers know which footwear brands they want to buy, and they know where they want to buy them. But they can also be inuenced to select dierent products — for a variety of reasons. at's just one takeaway from our latest consumer survey. When asked if they have a preferred footwear brand that they buy regularly, 71 percent of respondents said yes — with 84 percent citing "t" as the reason behind their brand preference. However, 50 percent of those surveyed also said that when shopping, their purchasing decision is also inuenced by merchandising and signage in-store. Fiy-four percent of consumers told us they had recently been impacted by supply chain issues/inventory shortages. When asked how they responded to not being able to purchase a product due to it being unavailable, 32 percent said they bought a similar product instead, while 13 percent said they skipped making a purchase altogether. As for buying in-store versus online, 59 percent said that assuming price and selection was the same, an in-store purchase would be preferable to online. And 83 percent told us that "return policies matter." l e survey, conducted by MESH01, included 350 respondents, men and women, ages 18 to 60 who identify themselves as active. If you do have a preferred footwear brand or brands, what traits make you a repeat buyer of the brand? When shopping for footwear, what are your main reasons for considering new brands? Fit Sales Associate suggestion Quality Advertising (Magazine / TV) Friends and Family suggestion Celeb, Athlete, or Influencer wearing it I do not have a preferred brand Style Social Media Advertising (Facebook / Instagram) Price Saw it in store 79% 21% 59% 30% 46% 47% 84% 21% 17% 58% 8% 8% Yes No Sometimes 40% 16% 43% Do you have a preferred brand (or brands) of footwear that you buy with regularity? When you go to the store or go online to buy new footwear do you normally have a brand in mind to buy before starting to shop? YES NO 71% 29% Company's values (social responsibility, sustainability etc.) 38 • Footwear Insight ~ September/October 2021 footwearinsight.com

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