NPD Says Retail Sales of Nike and Adidas Shoes Slow in Q1 as Smaller Brands Soar – Footwear News
Footwear retail sales were flat in the first quarter compared to the same period a year ago, according to data from the NPD Group’s retail sales tracking service.
In the first quarter of 2022, U.S. retail shoe sales revenue fell 3% and unit sales fell 12%. Sales of women’s shoes increased by 4%, men’s shoes by 6% and children’s shoes by 12%. Retail sales for three major athletic shoe brands — Nike, the Jordan brand and Adidas — also fell in the first quarter from a year ago and are underperforming relative to the rest of the market, according to NPD.
In contrast, Reebok, Hoka, Skechers, Puma and On saw growth, according to NPD.
“With major brands struggling in retail, due to the retail shutdown and other factors, shelf space and openness to purchase has opened up for small brands,” said Matt Powell, NPD vice president and senior industry adviser for sports. “Brands that have seized this opportunity will likely be able to retain this increased market share.”
Big brands giving away shares to emerging brands could signal the start of a “seismic shift” in the footwear industry, Powell said.
Admittedly, some of this retail decline for Nike and Adidas is at least partly the result of them actively turning away from certain retail partnerships in favor of a robust direct-to-consumer model. . For example, Nike terminated wholesale accounts with retailers like Zappos, Dillard’s, DSW, Urban Outfitters, Shoe Show and more, leaving many retailers without the ability to sell one of the most popular brands. at the store. Nike has also reduced the amount of products it offers from existing vendors, such as Foot Locker, to consolidate distribution.
As a result, brands like Skechers and Puma are winning victories in these retail channels while maintaining their own DTC growth at the same time.
But even according to NPD’s consumer panel, which includes DTC Channels, Nike sales were down 16% and Jordan sales were down 19% in the first quarter.
These declines come as shoe prices continue to rise. Footwear prices rose 6.6% in March, year-over-year, according to data from Footwear Distributors and Retailers of America (FDRA). This is the third fastest year-over-year increase in about 33 years, behind February’s 7% increase and May’s 7.1% increase. Men’s footwear rose 5.1%, women’s 5.8% and children’s 11%, the second highest spike in 33 years.
Given high prices, nearly half (48%) of shoe shoppers plan to spend less on shoes this spring than last year, according to an FDRA National Spring Consumer Survey.
Sales of fashion shoes, which include dress shoes, casual shoes and slippers, rose 11% in the first quarter, although unit sales fell 11%, the retail tracking service found. NDP. Dress shoes accounted for more than two-thirds of fashion category growth.
Amid growing demand for sandals, Crocs was up 9% and Steve Madden was up 57%, although UGG was down in the single digits.