New research from CivicScience finds that footwear is a particularly strong category for brand loyalty, with 29 percent of U.S. adults saying they are “very” loyal to their favorite footwear brands. Footwear brand loyalists were also found to be more active, strongly value emotional connections with brands, and place a higher priority on comfort and quality over price
By age group, adults aged 18 to 24 are the most likely to be “very” loyal to footwear brands, followed by those aged 30 to 34 and 45 to 54.
Beyond age, men and women are nearly equally as likely to be strong loyalists, while parents and Americans living in the southern U.S. outpace the general population. Self-reported Republicans narrowly lead the average consumer and their Democratic counterparts while significantly outpacing Independents. 
Factors Shaping Footwear Brand Loyalty
CivicScience’s full brand loyalty study found that emotional connection plays an important role in brand affinity, and the same holds true for footwear. Thirty percent of those loyal to their favorite footwear brands also say they feel “very” emotionally connected to their favorite brands, twice the rate among the general population (15 percent). An additional 42 percent feel “somewhat” emotionally connected.
Additionally, when asked what’s most important when purchasing apparel and accessories, footwear loyalists are most likely to cite comfort (40 percent) and quality (33 percent), with each outpacing the general population (33 percent and 30 percent, respectively). Meanwhile, just 12 percent say price is most important, compared with 19 percent of the general population.
Footwear brand loyalists also tend to be active. About half (49 percent) of footwear loyalists say they work out at a gym several times per month or more (compared with 33 percent of the general population). Nearly one-third (31 percent) indicate they’re “very” likely to participate in a fitness or wellness group (such as a running or walking club, or a recreational sports league) in the next six months (20 percent of the general population say the same).
Footwear Brand Loyalists Are Bigger Shoe Buyers
Not unsurprisingly, footwear loyalists were found to be more frequent purchasers of shoes. According to CivicScience’s findings, nearly half (49 percent) of footwear loyalists purchase new athletic shoes multiple times per year, with 17 percent buying at least once every three months, and 32 percent buying two to three times per year, both well above the general population average (7 percent and 21 percent, respectively). They’re also less likely than average to wait until their shoes wear out (27 percent for footwear loyalists vs. 36 percent for the general population).
Other CivicScience findings around shoe brand loyalists include that they’re more likely than average to own 10 or more pairs, and more likely to see themselves as fashion innovators or leaders. When it comes to engaging with them, their media habits lean toward Peacock and women’s sports, while Pinterest sparks ideas and TikTok guides their apparel research. They also tend to be more into cooking than the general population, with nearly two in five saying they love to cook, and nearly three in 10 following food trends.
CivicScience concluded, “These loyalists put comfort and quality ahead of price, buy often, and stay engaged across many interests. As participation in group fitness and interest in following women’s sports continue to build, footwear brands aligned with these trends have an opportunity to connect with the category’s most loyal consumers.”
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Image courtesy DSW
