Lifestyle Shoes: Deep Dive Analysis
Worn for athleisure fashion more than for athletic intent, Lifestyle Shoes were the crowd’s favourite among activewear categories. Puma and Fila, for example, had high SKU releases with high sell-out rates.
At 92.5% sell-out and 81% replenishment rate, Under Armour took the top spot with only 106 SKUs released (refer to Chart 6 and 7). This suggested Under Armour’s strategy in replenishing bestsellers, but at the same time, cautious on new releases.
At 2nd and 3rd places respectively, Puma and Fila pushed out more SKUs at lower prices, but with higher discount range at 30% – 39% – potentially covering more consumer share.
Reebok had the least sell-out at 70.1% among the 10 brands ranked.
Lifestyle shoes with monochrome colours of whites, blacks, and greys pushed the highest sell-out. Pink was the only non-monochrome colour that appealed to the crowd. The chunky sole trend went up by 17% throughout the year and created a cult following for the Fila’s “Disruptor” sneakers.
Lifestyle Shoes: Bestsellers by Brand
Bestsellers were scored based on high replenishment and sell-out frequencies in 2018, putting Under Armour’s Stephen Curry sneakers at number one.
Monochrome colours were evident in the bestsellers list, while pink was the top choice for women’s shoes. The notable design was the chunky sole by Puma’s oversized sneakers, Nike’s Air Max 97 and Fila’s Disruptor II.