Living Outside The Lines: “Shoe Inequality”

The inspiration for this column was born of my own frustration with shoe retailers, specifically Foot Action and Foot Locker. So, I’ve decided to call them out.

by, Becky j Miller

Athletic shoes equals big business. The U.S. Census tells us that as of July 4, 2017 the population in the United States equaled 325,365,189.

According to Statista.com, during the last twelve months, 98.44 million Americans, or slightly more than 30% of the population claimed to purchase some type of athletic shoe. In 2012, running shoe purchases alone equaled $6.46 billion. That figure does not include shoes for any other sport; basketball, soccer, tennis, or cross training, etc. 

Enter Becky. It’s no secret; I buy a lot of shoes, y’all. In the past month alone I’ve purchased…well, August was my birthday month, so it shouldn’t really count, but just counting athletic shoes,I bought two pairs. The inspiration for this column was born of my own frustration with shoe retailers, specifically Foot Action and Foot Locker. So, I’ve decided to call them out. Sure, it probably will not make any difference in the marketplace, but publishing my observations is what I do. 

While some shoe retailers do a reasonable job exercising equality for both men and women, others fail miserably. I have absolutely no beef with Academy, Dick’s Sporting Goods, or even brands such as Nike and Brooks. Where I do have a problem is walking into a store with an entire wall from the front of the store to the back devoted to men’s shoes, a second wall devoted entirely to children and then one, tiny, 5’x5’ area of shelves hidden in the back corner for women’s shoes. 

Really, guys???  Guess what. I’m not the only one making this observation. A 2014 article in Forbes shares that men’s shoes represent 59% of all sneakers sold in dollars, and women’s 22%, making the women’s sport footwear market about a $4.48 billion dollar industry. However, understanding women often buy men’s or boy’s shoes for themselves, the true market probably sits closer to $5 billion. 

So, it stands to reason, that perhaps retailers cognizant of the lagging women’s athletic shoe market would want to step up their efforts, right? Here’s the problem, the industry scales are discriminately tipped against women because the boards and management teams at major companies lack gender diversity. Again, not just my words, but contributing author Matt Powell’s also. 

In my household, there are three males and two females. My daughter and I out pace our male counterparts more than two to one in the purchase of athletic shoes. Heck, both of my boys two latest shoe purchases were financed by me, which doesn’t help my women’s shoe display issues, but the point is, girls spend $$$ on shoes whether buying for ourselves or our families, so how about showing us a little love???

Let’s break it down even further. Given my shoe addiction, our household may not be comparable to the typical American family, but I’ll throw some numbers out there anyhow. My husband owns seven pairs of athletic shoes, I have thirteen not counting Converse or Vans, so I basically outnumber him 2 to 1. Given that fact, please explain to me why Foot Locker and Foot Action, my selections are so incredibly limited on your sales floors???

Here’s another fact; women are more likely than men to make impulsive shoe purchases. Do you know how many times in 31 years of marriage my husband and I have been shopping, and he’s purchased shoes that he was not in the market for?  ZERO!!! Do you know how many times I’ve seen a shoe, said, “OOooo, pretty” and left with them? You get the idea….

What do you think; maybe I should apply for a job as a buyer for Foot Action or Foot Locker?? Oh, if a job perk were 50% discounts, I’d call that #pureheaven. It could happen….

Until Next Time,

Becky J Miller

“Warrior Princess”

Becky J Miller is a contributor and is exclusive to SM Corridor News. You can read more of Becky’s columns in Lifestyle.