Best value for money part 2
As we mentioned in “Best value for money part 1” 2008 saw footwear sales drop and slow significantly as consumers couldn’t afford to keep up with the pace retailers had set, even if they were cheap imports from Asia.
What we’re experiencing in most EU15 countries now is a preference for quality footwear that is fashionable, longer lasting and fits well with our personal styles. Clothing retailers aren’t stupid and have adapted how they present shoes as part of a total look for consumers (total experience). Even though unemployment is expected to rise even more during 2009 with people working less, the future prospects within the EU footwear market are uncertain.
With less disposable income consumers tend to spend more time “searching” and “comparing” rather than just “buying” like before. We even consider restorations of our favourite pair of sneakers nowadays, instead of just buying those cheap €10 imports down at the local shoe outlet. This is interesting, because it indicates that when we look for best value for money, personalization or individualization still is applicable with or without a burning wallet.
Now tell me, would you choose personal style over buying generic fashion shoes?
