Did you hear?… European report on the "brown shoe" market shows a 7.4 percent increase

A recent European report on the international branded “brown shoe” market showed a 7.4 percent increase in 2001, as reported by the Outdoor i trade journal there. The segment called “rugged,” which includes hiking/trekking brands whose heritage is mountain and causal/lifestyle, saw sales increase by 6 percent last year, while the larger lifestyle segment grew 7 to 4 percent in the USA and just 3 percent in Europe. The report predicts that the branded brown show market will continue to grow faster than the athletic footwear sector as more people look for comfort and function without sports connotations. According to the report, growth will be carried by an increased sophistication among the world’s consumers – functional branded brown shoes will replace unbranded formal shoes. But, the report warns, retailers and consumer need to be educated about the differences with increased brand marketing, better merchandising as well as technical and aesthetic innovation.