DSW, a footwear and accessories retailer released results of a consumer survey earlier this fall. The survey was all about understanding why consumers shop for new shoes, how much they spend and which shoe styles they favor.
Kelly Cook, Chief Marketing Officer, DSW Inc. "At DSW, we also understand that it's not just about 'if the shoes fit'; it's about the power of shoes. The results of our latest survey prove that Americans believe their shoes make them feel great—and when they are affordable, it adds to that excitement."
Highlights from the survey results include the following:
- Style For Less: 57% of Americans say they have never spent more than $100 on a pair of shoes. Broken down by gender, half of American men say they haven't crossed the $100 mark (yet, 63% of women have).
- The Lady Likes A Bargain: A quarter of all American women say they prefer to spend $50 or less when hunting for a new pair of shoes.
- Confident and On Trend: Approximately 50% of Americans say they prefer to purchase shoes that make them feel confident and are fashionable.
- A Shoe-In: On a related note, 42% surveyed have deliberately chosen to wear their favorite pair of shoes to a job interview.
- Taller Schmaller: Only 8% of Americans purchase shoes to boost their height.
- Love At First Step: Approximately 1 in 3 Americans say they have met a significant other while wearing their favorite pair of shoes.
- Memories, Memories: Nearly a quarter of Americans have kept a pair of shoes for sentimental reasons; examples include a first pair of baby shoes, shoes they were married in, high-school football shoes to relive their glory days and shoes that stay strictly in the bedroom.
- Hey, Big Spender: Only 2% of American men report they have purchased a pair of shoes for more than $1,000, twice the number of women (1%) who have plunked down more than $1,000 for footwear.
- Just The Two Of Us: If forced to wear one pair of shoes for the rest of their life, 54% of Americans say they would choose to wear flip flops or running shoes, while a quarter would pick comfortable boots.
- Happy Feet: When purchasing a pair of shoes, 80% of Americans say they choose comfort above all else—specifically 83% of men and 78% of women.
At least 20% of U.S. adults say they regularly enjoy shopping for shoes, apparel and handbags. Not surprisingly, the Fashionista audience, according to AudienceSCAN, is 79% female. Fashionistas are also more likely than average to pay for other appearance-related products and services. About 40% will pay for hair coloring, permanent or styling services in the next year and 17% intend to get a tattoo. These consumers also purchase fashion accessories like scarves, belts and headbands at a 157% higher than average rate.
Marketers may want to use daily deals to capture the interest of Fashionistas. At least 29% of this audience started an online search after seeing a daily deal offer, a rate that is 60% higher than average.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.