Table of contents:
source: bizvibe.com
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!
[caption id="attachment_34291" align="aligncenter" width="602"]
Sales channels in the footwear market, source: statista.com[/caption]
- 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?
- Summary
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) |
| 1 | Nike | US | 39.1 |
| 2 | Adidas | Germany | 26.8 |
| 3 | Kering | France | 16.1 |
| 4 | VF Corp | US | 13.6 |
| 5 | Skechers | US | 5.2 |
| 6 | New Balance | US | 4.1 |
| 7 | Burberry | UK | 3.6 |
| 8 | Asics Corp | Japan | 3.4 |
| 9 | Fila | South Korea | 3.4 |
| 10 | Wolverine Worldwide | US | 2.3 |
Sales channels in the footwear market, source: statista.com[/caption]
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2. Social Media
The popularity of social networking platforms is growing rapidly and that's why they became highly influential in the e-commerce industry. All these networks have developed their own custom tools and forms of advertising. In 2020, more than 3.6 billion people worldwide already use various social media platforms. The most popular platform is, obviously, Facebook with 2.74 billion users in Q3 2020.Seasonality of the Shoe Industry
According to Google Trends, customers usually search for shoes in November and December. Another popular period is the beginning of spring, which is March. Remember, however, that people search for shoes all year round, so you should constantly introduce new marketing campaigns and adjust your collections to the seasons. [caption id="attachment_34294" align="aligncenter" width="602"]How to Do SEO of a Shoe Store?
1. Keyword Research
Choosing the right keywords is very important - they allow you to better control your marketing strategy and launch more effective campaigns. You should remember the keywords whenever you introduce any changes or add new content. Thanks to them, more users will visit your website from organic search results. It is also worth focusing on more detailed keywords, which are called long-tail phrases. They will make it much easier for users to find your website while searching for a specific product. To the original product name (like "men's shoes"), you can add the name of your brand, model, color, and even material.2. Unique Content
Each website should contain interesting and, above all, unique content. This way, users will have access to high-quality blog posts. More and more people are recognizing the benefits of unique content as this also contributes to the usability of your website. If your website has too high a level of internal duplication, then Google may penalize it, which will consequently lead to reduced visibility in organic search results and web traffic. It is also worth checking if your site has external duplication. All you need to do is select a short piece of content (a sentence or two), copy it, and enter it in the search engine in quotation marks. If only your website will appear in the search results, it will mean that you have no external duplication.3. Website Optimization
If you want Google to recognize your website, high-quality content is not enough. You must also remember to optimize technical aspects and introduce changes on your website. The most important aspects are:- optimization of your content, especially category and product descriptions. Optimize page using your previously selected keywords and provide correct H1 and H2 headings;
- image optimization - choosing the right size of your images and pay attention to their quality. It is also important to complete the alt attribute with the right keywords;
- improve page loading speed.
Value-added content - the whole content on your website, including metadata such as title tag and meta description, should be exclusive, unique, and valuable. If you would like to discover how important high-quality content in an online shoe store is, check out our case study of LubieButy.pl, in which we present how, thanks to our optimization, our client has increased visibility in Google search results and web traffic.Summary
The footwear industry is one of the largest segments of the e-commerce market. More and more people buy shoes in online stores, which is why competition in this industry is getting more and more fierce. It is worth paying attention to aspects such as: