Uralians prefer branded footwear. This was reported by the majority of respondents in the course of the research of the market of children's footwear in Yekaterinburg, which was carried out by the ExMedia agency by order of the Mila company - wholesale footwear. "
Most often, the choice dwells on the proposals of the middle price segment. Thus, by the popularity of purchases, Kotofey continues to lead the third year, followed by Zebra, which over the past year has strengthened its position by 10%, in contrast to Antelope, which now occupies the third place.
It is also worth noting that residents of the Ural capital are increasingly buying shoes for children in large shopping centers and online stores. Over the year (August 2011 to August 2010), the share of such purchases increased significantly. Other pronounced trends are an increase in the share of the upper (expensive) segment, an increase in customer demands, as well as a clearer distinction between brands.
“The market finally begins to be branded, each brand of shoes gradually occupies its own niche and remains in the minds of buyers. For comparison, three years ago, when we were just starting this series of studies, it was very difficult for customers to name any brands of children's shoes themselves, the market was NoName, ”said Alexander Borodin, manager of Mila - Wholesale Shoes.
The marketing research of the children's footwear market was carried out using a telephone survey method, during which more than 60 thousand calls were made and 600 residents of Yekaterinburg expressed their opinion.