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In CivicScience’s new research paper, we’ve uncovered a resurgence of consumers’ loyalty to their favorite brands. While demographics play a role in shaping this trend, additional consumer-declared data shows it varies by category as well.
One category where loyalty stands out is footwear, with nearly 3 in 10 U.S. adults (29%) saying they’re ‘very’ loyal to their favorite shoe and footwear brands. Adults aged 18 to 24 are the most likely to be ‘very’ loyal, 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 Gen Pop. Self-reported Republicans narrowly lead the average consumer and their Democratic counterparts while significantly outpacing Independents.
The 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 Gen Pop (15%). An additional 42% feel ‘somewhat’ emotionally connected.
Additionally, when asked what’s most important when purchasing clothing and accessories, footwear loyalists are most likely to cite comfort (40%) and quality (33%), with each outpacing the Gen Pop (33% and 30%, respectively). Meanwhile, just 12% say price is most important, compared with 19% of the Gen Pop.
Footwear Brand Loyalists Deliver Frequent Repeat Purchases
The value of footwear loyalists becomes clearer when looking at how often they buy. Nearly half (49%) purchase new athletic shoes multiple times per year, with 17% buying at least once every three months, and 32% buying two to three times per year, both well above the Gen Pop average (7% and 21%, respectively). They’re also less likely than average to wait until their shoes wear out (27% vs. 36%, respectively). That purchase frequency means a loyal footwear customer can generate several sales per year for their preferred brand.
This high frequency of shoe buying tracks with an active lifestyle — 49% of footwear loyalists say they work out at a gym several times per month or more (compared with 33% of the Gen Pop). That highly active lifestyle looks set to continue, as nearly one-third (31%) 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% of Gen Pop say the same).
Inside the Footwear Brand Loyalist Audience
CivicScience’s database of self-reported consumer data, powered by AI-enabled survey technology, enables a deeper dive into high-value audiences, such as those ‘very’ loyal to their favorite footwear brands. Here’s a preview of what CivicScience data delivers about these shoe brand loyalists.
Key takeaways: For brands and advertisers, footwear loyalists are a highly engaged audience. They buy often, are more likely than average to own 10 or more pairs, and are 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. Their interests extend to the kitchen: nearly 2 in 5 say they love to cook, and nearly 3 in 10 follow food trends. This hints that digital ads influence them at every stage, from discovery to purchase.
Footwear offers a category-level view of the broader return of brand loyalty as outlined in CivicScience research. 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.
This study draws on findings from CivicScience’s new white paper, “The Resurrection of Brand Loyalty,” which explores the drivers of this shift and its implications for the future of consumer engagement. Explore the white paper below for the complete analysis and additional findings.
