VCU Brandcenter A Consumer segmentation for sneakers.

1. SNEAKERmentation
Sean Boutchard. Ali Katz. Dylan Phillips.

2. Industry
Growthis due to increasing awareness about healthy and
active lifestyles, rising demand for comfortable footwear,
rising demand for innovative footwear designs technology,
and growing population rising disposable income levels.
billion Globally in 2011$74.7projected to billion in 2018$84.4

3. Overall
69%sneakers are ¼ of their shoes
62%spend $51-$100 on sneakers
72% of respondents were female
87%of respondents were 20-29
97Respondents

4. Segments
Omni-Athletes
1Savvy Stylists 8%
2Sneakerheads 11%
3Top Runners 14%
4Comfort-Seekers 30%
5 37%

5. Agree: never repeat an outfit
Disagree: wear sweatpants regularly
75%female
appearance
function
brand
1. Nike
2. Asics, Converse, Vans, Keds
Defined
Gender
Top Three
In Their Closet
Savvy Stylists

6. Savvy Stylists
Majority spend $51-$100 on sneakers
More than half disagree that they “live in high heels/dress shoes”
→ Fashion doesn’t mean fancy
More than half claim that “working out is their religion”
→ Work out so that they can fit into their preferred fashions
63% have more than 26 pairs of shoes
1/4 of their shoes are sneakers

7. More than 62% agree “sneakers are a form of art”
→ Sneakers are trending, becoming acceptable as a fashion accessory
Savvy Stylists
Almost all of them “shop for specials/bargains”
→ Have high taste in FASHION, sales makes this more attainable
More than half disagree they “only buy things that they need”
→ Luxury shoppers, spend money on more than just necessities

8. Savvy Stylists
Definition: I like to make a unique fashion statement and designer
labels improve image.
Simmons Says
Buy the latest fashions every season
Are the first among their friends to try new styles
People copy what they wear
→ These are the trendsetters of the fashion world

9. Savvy Stylists
"I pay attention to the visual
landscape, both on and
off the shelf."

10. Agree: Sneakers are a form of art
Agree: Closet can’t hold all sneakers
45%Male
appearance
price
function
1. Nike
2. Adidas
3. Asics,Vans
Defined
Gender
Top Three
In Their Closet
Sneakerheads

11. Sneakerheads
45%of them have more than 26pairs of shoes
More than half “shop for bargains”
→ Expensive taste in SNEAKERS, so need sales to buy
→ More likely to spend $100+ on sneakers
Around 75% of them, their “workouts are sports”
→ Sports are another place to showcase sneakers
36%have sneakers as ¾of their shoes (highest answer)

12. Sneakerheads
Almost all disagree they “only shop for the things they need”
→ Buy more sneakers than they need
More than half disagree they “never repeat an outfit”
→ Show that they care about sneakers, not fashion overall
→ Do they have specific outfits that they wear with specific sneakers
and choose outfits based on sneakers?
The biggest group to wear
“sneakers all day, everyday”

13. Sneakerheads
“Sneakers are the starting point
and the centerpiece
of every outfit.”

14. Disagree: I only work out on the weekends
Agree: Training for a 5K/Marathon
79% female
function
comfort
appearance
1. Nike
2. Asics
3. New Balance/Adidas Top Runners
Defined
Gender
Top Three
In Their Closet

15. Top Runners
Majority, sneakers are more than 50%of their shoes
→ Array of sneakers to fit their running needs
More than half “repeat outfits”
→ They care about functionality over fashion
Majority, wear “sweatpants regularly”
→ Sweatpants good work out clothing

16. Top Runners
“Ugly dirty shoes are a
badge of honor, it means that
you’ve put in the miles.”

17. Disagree: I live in high heels/dress shoes
Agree: I wear sweatpants regularly
Predominately Male
Comfort-Seekers
Defined
Gender
Top Three
In Their Closet
comfort
price
appearance
1. Nike
2. Asics
3. Converse

18. Comfort-Seekers
60%of them, “working out is their religion”
→ They are not couch potatoes, they just seek comfort when they can
Almost all of them “repeat outfits”
→ Their comfortable clothes is a retreat for them that they go to often
Almost all “wear clothes twice before washing”
→ They appreciate the worn-in quality of their favorite clothes
More likely than other respondents to spend <$50 on sneakers

19. Comfort-Seekers
Almost all “Not training for 5K/marathon”
Almost all shop for “bargains/specials”
About half “play sports every chance they get”
Most don’t “only workout on the weekends”

20. Comfort-Seekers
Simmons Says
Important to look attractive to others
→For them, comfort doesn’t come at the expense of looks
Still wearing clothes from a year ago
Have favorite brands they stick with
Make their clothes last a long time
Definition: Comfort is the most important factors in clothes they buy

21. Comfort-Seekers
“It’s a fine line between just
seeking my own personal comfort
and still wanting to look good.”

22. Disagree: I only workout on the weekends
Agree: I play sports every chance i get
Omni-Athletes
Defined
Gender
Top Three
In Their Closet
function
comfort
appearance
1. Nike
2. Asics
3. Adidas/Converse
50% female 50%male

23. Omni-Athletes
55%Agree that sneakers are “a form of art”
→ Each sneaker has a very specialized purpose for each sport
Almost all of them will “repeat outfits”
More than half “wear sweatpants regularly”
→ Sweatpants make for great work out clothing

24. Omni-Athletes
Almost all disagree they “only buy the things they really need”
Almost all disagree that they “live in High heels/dress shoes”
Almost all “shop for specials/bargains”
They’re not “training for a 5K/marathon”
→ They prefer competitive games
Almost all “working out is their religion”

25. Omni-Athletes
People say their enthusiasm is contagious
Simmons Says
Definition: Excercise 3-5 times in the past week
Often chosen to be spokesmen
People often copy what they do or say
→ These are your Team Captains, the influencers of their groups

26. Omni-Athletes
“Having the right pair of sneakers
for the sport lets me focus on
playing and performing.”

27. Summary
Omni-Athletes
Savvy Stylists
Sneakerheads
Top Runners
Comfort-Seekers

28. Thank You