Although skate shoe growth is showing some signs of softening, the category certainly is not in crash mode. Conversations within the industry as well as data from SportScanINFO indicates that what's occurring is a slowing in sales gains in the recessionary climate and perhaps a little maturity after several years of high-double digit growth for the category.
Many feel that like many other footwear categories, the skate category is also showing some signs of struggling in the downturn as retailers remain cautious around inventory investments. The increasing popularity of canvas vulcanized shoes – which also carry a lower price than core skate shoes is also said to be impacting the category. But as skate shoes are increasingly being used as casual shoes – and skate brands themselves move into other categories – many skate shoe insiders claim it's becoming more and more difficult to classify the skate category.
The SportsOneSource Group found skate footwear was still delivering decent gains even given the recessionary climate — albeit less than the strong double-digit growth rates of past years.
“After several years of strong growth the skate business has begun to plateau,” said Matt Powell, senior retail analyst at SportsOneSource. “It’s very difficult to grow a business exponentially year over year. The law of large numbers has to come into effect.”
Powell suggested that the skate category has cemented itself as a core category at retail. “Back-to-school is now very important to the skate category, with sales equal to basketball for the period,” said Powell. “I expect we will continue to see good growth in skate, but not at prior year rates.”
For additional details on Skate Footwear Shoes Hit a Bump Not the Wall!, including SportScanINFO trends, look for this week's issue of Sports Executive Weekly.
