Whether there is an economic crisis or not, everyone buys and will buy shoes. The footwear industry is one of the largest and fastest-growing sectors of the e-commerce market. Its development is influenced by the growth of online sales as more and more people search for stores, products, and use price comparison engines. This is why more and more shoe retail stores use SEO services.
Table of contents:
- Footwear Market Worldwide
- Characteristics of the Footwear Market
- Marketing for the Shoe Industry
- Seasonality of the Shoe Industry
- How to Do SEO of a Shoe Store?
Footwear Market Worldwide
Year by year, the value of the footwear market is increasing – in 2020 – $365.5 billion and is estimated to reach $530.3 billion in 2027. Currently, China is the largest exporter in the world (9.5 billion pairs in 2019).
And which countries are the biggest “game changers” on the footwear market? Here is a list of 5 countries that generated the highest revenues in 2020:
- United States (US$86,132m),
- China (US$66,102m),
- Brazil (US$49,653m),
- Japan (US$27,933m),
- Russia (US$15,780m).
Characteristics of the Footwear Market
There are many companies worldwide that produce shoes and export them. Therefore, this industry is extremely competitive. The table below presents the 10 largest footwear companies based on revenues in 2019:
|Rank||Company||Country||Revenue in 2019 ($ billion)|
Many stores, such as Deichmann, also run their company blogs, which are an integral part of their corporate marketing. The blog gives many great advertising opportunities such as banners or sponsored articles. Customers often make buying decisions based on information found on such blogs.
As statistics show, the share of Internet sales in the shoe industry is growing year by year – in 2017, 16% of shoes worldwide were bought online, while in 2020 it was already 21%. This trend is likely to continue in the following years as well, so we can assume that already in 2022 22% of shoes will be sold online. This means that the footwear market has a bright future!
Marketing for the Footwear Industry
1. Influencer Marketing
An essential part of the footwear market in cooperation with influencers (opinion leaders). According to Adweek, nearly 50% of online users put more trust in content that was created by other users. In turn, far fewer people follow traditional media.
An influencer with its followers may form a group of people who share their passions, interests, and lifestyle. Influencers are much more authentic because they face the same problems in daily life and recipients more easily identify themselves with them. The community is strongly connected with the influencer, that’s why they treat the products more favorably of which the influencer has given a positive opinion. Influencer marketing also has a strong impact on SEO, as with this strategy it is possible to gain plenty of natural backlinks.