Behind the scenes

Sneaker report – these are the shoes we walk in

10/5/2024

Translation: Veronica Bielawski

What started off as rubber-soled sports shoes has since become a lifestyle and fashion statement. The sales figures at Galaxus reveal preferences for certain brands, colours and models of sneakers. The most popular shoes at Galaxus aren’t from Adidas, Nike or On, but from a French company.

Sneakers set fashion trends and can serve as a status symbol. They can show the wearer’s commitment to the environment and create bridges to subcultures. And in the best case, they’re also comfortable. Available in all colours, sneakers are trendy for all genders and ages.

As of mid-April 2024, the Galaxus range comprises over 22,000 models of sneakers. According to sales data, black has been booted from the podium and is no longer the most popular colour. It further reveals that men’s feet are on average 2.9 shoe sizes larger than women’s.

Rising star from France

Although it’s still quite a new kid on the block, the brand Veja is celebrating great success. Based in France, Veja is a sustainable brand that’s been selling sneakers since 2005. Veja sneakers accounted for 7 per cent of our sneaker sales in 2019. Five years later, it even briefly stood in first place, sliding down to second in 2023 and occupying it since. Veja mainly sources organic cotton and rubber from South America and claims it pays the producers up to 3.5 times more than other manufacturers. And this seems to resonate with customers. «Veja’s sustainability strategy is impressive – especially compared with competitors who haven’t yet embraced the concept of sustainability,» says Lina Friedrich, Category Business Manager for sneakers.

Popular classics among sneakerheads include Nike, Vans, Converse and New Balance shoes. The latter brand is particularly popular with Galaxus customers. With a 24-per cent share of all Galaxus sales, it’s ahead of all other manufacturers. In 2023, Nike was the third best-selling brand with a share of 10 per cent. In the first quarter of 2024, Skechers proved fierce competition for US giant Nike.

And from 2019 to 2024, the Old Skool model from Vans was the most popular at Galaxus. Three of Veja’s models have made the top ten list, as has On’s The Roger Advantage – a shoe made in collaboration with former tennis pro and advertising star Roger Federer.

No risks in the choice of colour

For most customers, colourful shoes are a step too far. Until 2020, Galaxus most frequently shipped out black sneakers to customers. Since then, many sneaker wearers have switched to white shoes. White shoes originate from tennis, a sport that was long reserved for the rich and beautiful. But after Joschka Fischer took his oath of office as the Hessian Minister of Environment in 1885 and Steve Jobs presented the first iPhone in 2007 – both sporting white sneakers – white sneakers have made it into the mainstream.

How big are our feet?

We sell more men’s shoes than women’s shoes

Lina Friedrich, Category Business Manager

Galaxus customers have an average shoe size of 41.1. Women wear size 39.6 on average, men size 42.5. Women’s shoes in size 35 are only sold in 4 per cent of cases. Men’s shoes in size 46 are similarly rare at 7 per cent. Meanwhile, shoe size 43 is the most popular among our customers at 22 per cent, while women most frequently buy shoe size 39, accounting for 20 per cent of sales. «We sell more men’s shoes than women’s shoes,» says Lina Friedrich. «Four years ago, the ratio was 70 to 30 per cent. It has since evened out somewhat at 55 to 45 per cent. In other words, we now appeal to a broader audience than we did a few years back.»

The market for sneakers is highly competitive. In recent years, the winners are the colour white and the French company Veja. Sustainability also seems to have penetrated the sneaker business.

Sneakers

How often do you buy new sneakers?

1 x per year
28%
2-4 x per year
29%
5-6 x per year
5%
Less often than 1 x per year
24%
More often than 6 x per year
4%
I don't know. I just want to see the answers.
10%

The competition has ended.

Header image: Midjourney

74 people like this article

Manuel Wenk

Communications Manager

Manuel.Wenk@digitecgalaxus.ch

As a Multimedia Producer, preparing multimedia content and knowing about cutting-edge technology is my business. My main focus at digitec is producing videos. I can’t wait to try out new products such as cameras, drones or smartphones as soon as they’re launched. This is where being at the source comes in rather handy. When I’m not working, I’m probably skiing, biking or hiking – the mountains are my place to be.

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