Footwear Marketing Trends
Whether footwear brands are trying to market a rain boot or a stiletto, the trends and consumers dictate the story they're trying to tell. The growing footwear market includes demand for interesting companies and on-trend styles.
Sometimes your shoes can tell more of a story about you than your clothing or other parts of your appearance. Shoes can be a subtle nod to a lifestyle, or a vibrant shout of personality. Footwear, in addition to appearance, needs to serve a function (which can change based on where you’re headed).
Popular footwear brands tell a story of what type of person you are. If you’re sporting a pair of Vans, you’re telling the world that you’re a little bit of a free spirit. Step out in a red-soled pair of Christian Louboutin heels, and you’re putting off the vibe that you enjoy the finer things in life. If you’re attending brunch in eco-friendly Allbirds, you could also be interested in saving polar bears.
With the footwear market valued at over $290 billion in 2018, there’s a lot of demand for on-trend footwear and the companies behind them. Whether you’re trying to market a rain boot or a stiletto, industry trends and consumers dictate the story you’re trying to tell. Market the lifestyle that best accompanies your shoe, and you’ll have a winning campaign every time.
Footwear email reporting data
About Our Footwear Data
MailCharts has curated a group of over 45 Footwear brands to provide you with insight into the category. MailCharts tracks and offers reporting on over 30,000 brands. Join today and create your own custom groups to plan your strategy.
Footwear Industry Trends
Performance > Plastic waste
Sent by adidas
Footwear has not been a sustainable or ecologically friendly industry to date, and the tides are only slowly changing for major footwear brands, especially higher end. Only 1% of all US footwear brands are manufactured within the country, and even less than that are sustainably sourced or produced. With the millennial purchasing power upon us, the eye towards sustainability has started to be seen across footwear brands. 40% of millennials say that they would pay more from sustainable companies, including shoes, and 27% said they made purchases based on a brand’s social mission. Footwear companies have several areas to tackle to become more eco-friendly, including materials used to fabricate the shoes, the manufacturing process itself, and packaging the product comes in. Brands, like adidas, are looking to use alternative materials like recycled plastic and polyester without compromising durability.
Weekday staples with that Casual Friday feeling
Sent by Cole Haan
For the millennial consumer, items must serve more than one purpose. Shoes must suit the occasion that their owner is attending. However, with more and more of daily life becoming more casual, shoes should be able to be worn to multiple types of functions. Comfort is king, and more companies like Cole Hann show that a shoe can be both comfortable and stylish. The multi-purpose sneaker is the giant in the footwear right now, with sneakers being seeing worn with dresses and jeans alike. In-stock levels of sneakers in stores rose 46% in the United Kingdom and 42% in the United States between 2016 and 2018 – it’s no surprise that you’re seeing sneakers dominating on the shelf.
Your Shoe, Your Way
Customize in ComfyCush
Sent by Vans
Footwear is the giant of partnerships and customization – your shoe can be tailored to exactly who and what you like. Brands like Vans let’s you customize popular styles. Vans and Converse also collaborate with giants like Disney and Marvel to give customers a shoe that highlights their favorite characters and stories. Other brands use celebrities to sponsor their footwear, like Keds’ partnership with Taylor Swift. Traditional sponsorships have been with athletes, such as Nike’s Air Jordan shoe, popular since its original release in 1985.
Start Planning Today
Join MailCharts to view the latest email data from the brands you are looking for. MailCharts tracks and offers reporting on over 30,000 brands, including hundreds of footwear companies. Access email data from 2019, 2018 and earlier to help you plan and build your strategy.
Footwear Promotional Trends and Sending Behavior
Mailcharts Footwear Data From 2019
More that half of the emails sent in Footwear in 2019 included a promotion. This was an increase of 6% in promotional activity compared to 2018.
Almost half of the promotions included in Footwear emails in 2019 were percentage-off discounts. This was an increase of 6% compared to 2018.
Most Popular Send Day
Footwear brands are known for sending campaigns often. Friday was the most popular send day in 2019, as brands got a head start on weekend messaging.
Most Popular Send Time
Mornings are one of the most popular and effective send time for companies, and this was no different for Footwear brands in 2019.
Start Planning Today
Join MailCharts to view the latest email data from the brands you are looking for. MailCharts tracks and offers reporting on over 30,000 brands, including hundreds of Footwear companies. Access email data from 2019, 2018 and earlier to help you plan and build your strategy.
Footwear Promotion & Email Activity
Mailcharts Footwear Data From 2019
Most promotional week
Nov. 24-30, 2019
The week of Thanksgiving in 2019 was the most promotional for Footwear brands. During that week, they sent the most emails that included a promotion.
Most active week
Nov. 24-30, 2019
Footwear brands sent the most emails during the week of Thanksgiving and Black Friday in 2019 as shoppers started checking gifts off their list.
Want To See More Reports?
To view current and historical promotional insights from footwear brands, join MailCharts today. You can find detailed reporting on thousands of brands, including hundreds of apparel and footwear brands.
Strategies For Footwear Messaging In Email
NEW week, NEW arrivals
Sent by Steve Madden
You know your customer loves a particular shoe – there’s no reason to do a perfectly curated email for its release in a new color or fabric. Start a new arrivals email flow, like this Steve Madden example, for your most dedicated shoppers of customer favorites.
Where To Wear
Outfit Pick-Me-Up: The 574
Sent by New Balance
Show your customer how to outfit your shoe for different scenarios, giving the customer all-day wearing power. This is also an opportunity to cross sell with other colors, like this email example from New Balance – show the customer that this is the best shoe for any occasion and you’ll want all five shades.
Earth Day Every Day.
Sent by Teva
There are a lot of things that companies can do in addition to cleaning up their shoe materials and manufacturing processes. Highlight employee volunteer days, highlight activities for Earth Day (like this example from Teva) or put your favorite sustainable features in the footer of your emails.
Ready To Get Started?
Join MailCharts today to create your own groups and view current and past email data. MailCharts tracks and offers reporting on over 30,000 brands, including hundreds of footwear companies. Start planning your strategy today!