According to the new study, about 25% of online purchases of footwear are customized, accounting for about US$2 billion in all US custom-made footwear sales. Certain trends, such as the growth of customized and eco-friendly products, have been identified as the main force driving the US sports footwear market in the next four years.
Technavio's consumer and retail research analysts said that the popularity of sports shoes in the United States is growing, thanks to more and more people involved in such fitness activities as running, climbing, walking, and aerobics.
“People belonging to the 25-45 age group have the highest participation rate in such activities, and more women are engaged in these activities.†said Mantri Charan Kumar, chief analyst at Technavio specializing in retail goods and services research. .
Analysts believe that the first three major new trends will impact the US sports footwear market in 2016-2020:
1. Increased use of environmentally friendly products
2. Solar energy technology innovation
3. Growing preference for quality and personalized products
Environmentally friendly products
Manufacturers produce sportswear and athletic footwear by using more organic cotton, recycled rubber, plastic materials and water-based adhesives to replace traditional leather, synthetic rubber, nylon, polyurethane and other synthetic materials to meet consumer demand. Sustainable environmental protection product needs.
Based on such environmental protection measures, adidas has set targets to reduce the impact on the environment and has led a research project funded by the European Commission to redesign the manufacturing process of sporting goods that can be recycled continuously. The German sportswear giant adidas recently partnered with the Parley for the Oceans Sustainable Development Group to create the first T-shirt and some limited-edition concept shoes developed using recycled marine waste. Similarly, Nike, a US sporting goods company, has also developed a footwear recycling program that aims to reduce the carbon footprint of its products. The company has also developed a Making app to help manufacturers monitor the environmental impact of their products, choose environmentally friendly materials, and produce more sustainable products.
At the same time, the global sports brand New Balance is conducting an experiment to reduce the amount of waste by developing a zero waste production system by reducing the way of raw material slicing in the production of clothing or footwear. Mizuno, a Japanese sporting goods company, uses resin as a raw material to manufacture running shoes.
Insole technology innovation
According to Technavio's research, increasingly fierce product competition among global brands has prompted manufacturers to use advanced technologies to improve the wearer's overall experience, such as helping to improve running and operating skills. The increasing popularity of technology, including the use of polyurethane capsules like adidas for the midsole, provides runners with more buoyancy and less energy consumption. Some shoes have sensors built into them to track speed, distance, and calculate calories burned. For example, the German sports brand PUMA RS series allows users to connect their shoes to Apple devices and upload running distances and burning calories. Another example of an innovative running shoe is Ampla Fly, which has a carbon fiber spring-like flange on its sole that helps the runner advance.
Product customization
Technavio added that most sports shoe manufacturers are currently focusing on customization, which also increases customer loyalty and participation. About 25% of online shopping footwear is customized, and all customized footwear sales in the United States are 2 billion US dollars. In the American sports shoes market, Reebok launches Rbkcustom to enable consumers to customize their shoes. Similarly, Nike ID also offers customized shoes.
Reproduced from: China Clothing Talent Network
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