RE: Не туда смотришь ! ВОт за 15 же есть ! (+)
Дата: 08.10.19, @13:53
The market for sneakers is booming, driven by millennial demand and a strategic business approach by the major players. According to SportsOneSource, the international sneaker market has grown by more than 40% since 2004, to an estimated $55 billion. In 2015 alone, the athletic footwear industry in the US grew by 8%, generating $17.2 billion in sales, with unit sales growing by 3% and the average selling price growing by 5%, to $61.15, according to The NPD Group. Among just the three major players—Nike, Adidas and Under Armour—sales increased to more than $25 billion in 2013, which represented a 47% jump from 2009, The Washington Post reported. Millennials in particular are driving this dramatic growth, spending $21 billion on footwear in 2014, a 6% increase from the year prior, with the biggest category being footwear over $100. Nike’s line of Jordan sneakers alone, which retail for around $100 to $200, boasted $2.6 billion in US sales in 2014, according to SportScanInfo. Sports shoes are “expected to have the largest market in terms of volume globally from 2014 to 2020,” according to PR Newswire. Transparency Market Research said it expects the global footwear market to reach $220.2 billion in value and 10.974 million units by 2020.
The frenzied sneaker culture began with a genius marketing idea that continues to create hype in the market today. Converse sneakers were released in 1917, but it was not until 1921, after basketball player Chuck Taylor made a few suggestions, that his name became associated with the now-classic shoe. Pioneering the celebrity endorsement, Converse set a marketing standard in the world of athletic footwear that continues today. Hip-hop hopped on the sneaker culture trend long ago too, as exemplified by Run-D.M.C.’s 1986 track “My Adidas.” These branding efforts have extended into personal identity, with consumers using sneakers to express themselves. Elizabeth Semmelhack, curator of an exhibit called “The Rise of Sneaker Culture” at Toronto’s BATA Shoe Museum, found that “people find meaning in sneakers, so their choices are driven by brand identity.”
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