5,019 consumers living in Germany were asked in a representative survey about their relationship to shoes and brands. The study provided insights into customer behavior that can serve as reliable information and a basis for strategic decision-making processes. Sonja Koschel, founder and owner of Marketmedia24, explains: “The aim of the research was to gain representative and target group-specific market insights for all players in the shoe industry.”
The respondents stated whether shoes are utility or lifestyle products for them, how important advice, price and brands are to them when buying shoes and whether and to what extent they value sustainability. It turned out that 60.1% of Germans explicitly want there to still be a local shoe retailer. A further 31.6% would “somewhat” agree with the desire for local shoe stores. It’s not just stationary shoe stores that are important to Germans. Shoes as such are more than just a piece of clothing for a large part of the population. At 43.6%, almost half of those surveyed said that shoes are an expression of attitude to life.
What is most important to Germans when buying shoes is the brand. Over 70% of those surveyed say that the brand is a very important or rather important purchase criterion for them.
The study shows around 100 pages which brands most Germans know and consider to be their favorite brand and which sustainability aspect is the most important for many. The “Consumer Report 2024 – This is how Germans buy their shoes” can be ordered in PDF format in the Marketmedia24 shop. schuhkurier subscribers can purchase the study at the reduced price of 1,450 euros. The regular price is 1,750 euros.
