The analytical center of the online store of children's shoes "Botinok.ru" continues monthly monitoring of the children's shoes market on the Internet. It includes two data blocks: the children's footwear market index and the popularity rating of children's footwear brands. This analytical release is built on the basis of a block of measurements for June.
The children's footwear market index characterizes the activity of potential buyers of children's footwear. The base for the index is the value of the interest of potential buyers of children's shoes in May 2011. In July, the value of the index of the children's shoes market decreased by another 26 points, which fully corresponds to the forecasts of the analytical center "Botinok.ru", published with the previous index value. The summer decline in buyers' activity continues. The seasonality factor also affects the decrease in activity - footwear for the summer season was mainly purchased in May-June, and the autumn footwear season will begin in August-September.
According to analysts, in the first half of August, buyer activity will begin to recover, and during the period from 20 to 31 in August, the summer lull will completely end and the activity index in August will be about 100 points, most likely even exceeding it.
Botinok.ru continues monitoring the popularity of children's shoe brands on the Internet. In July, the list of brands involved in the monitoring was expanded to include Orsetto and Shagovita brands.
There were no significant changes in the July ranking - the five leaders (Kotofey 6547, Antelope 4928, Skorohod 2129, Minimen 2068, Kapika 2016), the second tier and outsiders remained the same.
The change in the first three is noteworthy - the Skorokhod trademark has shifted the Minimen brand from third place. However, this is unlikely to be due to any fundamental reasons, as the gap between the third, fourth and fifth places in the rating is insignificant and amounts to about 60 points, which is within the measurement error.
The children's footwear market index is determined based on the statistics of Internet users' queries in the Yandex search engine. The analysis takes into account requests related to both children's footwear in general and its specific brands. The market index consists of two components - the brand index and the market index as a whole. Changes in each of the components are calculated monthly. The market index is equal to the average change in components.
The popularity rating of brands of children's shoes is also compiled on the basis of statistics on requests from Internet users. Due to the fact that the names of many brands are not unique and apply not only to children's shoes (“Zebra”, “Antelope”, “Kotofey”, for example), only those queries that include the words “children's shoes ”and brand name. The brand name was taken into account both in Russian and in Latin spelling.