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.

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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 messaging strategies

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.

Strategies For Footwear Messaging In Email

Automate It

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.

Go Green

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.