Footwear leaders are concerned about rising tariffs that could increase prices. To counter this, they plan to focus on product uniqueness and attracting customers to their stores.
Despite the challenges, the footwear industry is witnessing several positive trends. Many consumers are drawn to sports-lifestyle looks and retro styles, with brands like Hoka, On, New Balance, and Asics gaining traction. This trend opens doors for new brands to emerge and excite shoppers.
Social media is expected to play a crucial role, especially among younger consumers who are increasingly into running. With potential price hikes, brands need to deliver compelling stories and customer service to ease any concerns about costs. A recent study shows that nearly 70% of consumers prioritize brand narratives when making purchasing decisions.
Jen Brummitt, co-owner of Gazelle Sports, anticipates focusing on understanding customer needs better in the coming year. She notes, “Product quality is at an all-time high, and we expect buyers to opt for durable apparel.” Rising prices impact small businesses like hers, but optimism remains.
Beth Goldstein, an industry advisor, points out that while prices are increasing, comfort and innovation will still attract consumers. “Retro styles will stay popular, but brands must innovate to keep up with market demand,” she suggests. Emerging technologies and AI could enhance customer experiences, both online and in stores, improving engagement with buyers.
Nate Herman, from the American Apparel & Footwear Association, highlights the turbulence in trade policies, making it hard for long-term planning. “Brands need stable trade agreements to keep prices manageable for consumers,” he explains.
Tom Mansfield from Charm City Run sees promise in the running sector despite the economic climate. “Running offers relief during tough times, and fitness culture is a strong motivator,” he shares. He is also excited about the growing interest among younger demographics in racing events.
Jennifer McLaren from Altra Running emphasizes the importance of community connections. “Running is all about bringing people together, and we want to support that through local events,” she notes.
Looking ahead, the industry expects some challenges due to inflation and tariffs, but experts believe that the focus on quality, authenticity, and customer engagement will help brands navigate these obstacles. A recent survey found that 62% of consumers are willing to pay more for brands that align with their values, indicating a shift toward meaningful purchasing decisions.
As retailers and brands adapt to these changes, they face an opportunity to connect with consumer needs in more personalized ways. The landscape may be challenging, but innovation and community will be key to thriving in 2026.
