Inside This Year's Atlanta Shoe Market

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Shoe prices for children declined again in July. Plus, we recap The Atlanta Shoe Market and talk to Ugg's president about its Fall 2024 campaign.

Here are the details:

Attention, Parents: Children’s Shoe Prices Continue to Decline as Back-to School Shopping Kicks Off

Shoe prices increased slightly in July as overall inflation slows, according to the latest data from the Footwear Distributors and Retailers of America (FDRA).

Last month, retail footwear prices saw only a modest increase again in July, rising just 1.0 percent year-over-year. The gain came as prices for men’s footwear increased 2.2 percent and women’s shoes rose 1.1 percent in July. The increases more than offset the fifth straight decline in children’s shoe prices, which dipped 0.9 percent.

“The July numbers echo our earlier view of ‘the long right tail’ for overall inflation—that is, that price increases likely taking longer to taper to the Fed’s 2 percent target,” Gary Raines, chief economist at FDRA, told FN. “These figures also cement prospects that retail footwear prices would see only modest changes this year.”

“On a related note, children’s annual footwear prices remain on track to decline in 2024 for only the second time in the last fourteen years,” the executive said.

As children’s footwear prices come down, families now have more room to focus on shoe attributes outside of price when shopping for back-to-school, a trend previously noted by Circana. Overall, though, the FDRA expects revenue from back-to-school shoe sales to be up this year, even though unit sales could be down.

Ugg President Anne Spangenberg Talks Fall ’24 Campaign, Inclusivity + the Brand’s Opportunity in Men’s Shoes

It’s still summer, but Ugg is getting ready to usher in one of its busiest times of year with the introduction of its latest campaign.

In the latest edition of its “Feels Like Ugg” marketing series, the Deckers-owned footwear company has tapped a diverse cast of creatives to showcase the brand’s new fall/winter 2024 collection.

Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the campaign sees the cast on an energy-filled journey throughout the streets of Seoul, South Korea wearing the brand’s fall/winter 2024 collection. The campaign takes the cast from creating solo memories to connecting and celebrating each other’s self-expressions including Leah Dou and Young Mazino playing music in a record store, Karabo Poppy Moletsane creating one-of-a kind works of art, Phil Oh photographing Alex Consani and Precious Lee in an impromptu photoshoot and Hanni expressing herself through song.

For Anne Spangenberg, president of Ugg and Koolaburra by Ugg at Deckers Brands, the decision to assemble such an eclectic cast comes from the brand’s desire to create an environment centered around inclusivity.

“I’m excited to continue to celebrate our community,” Spangenberg told FN in an exclusive interview. “As a global lifestyle brand, it’s important to reflect the consumers that we serve. And so, in thinking about the cast, we wanted a group that will bring our consumer that feeling of connection and community, both from a product perspective and also a messaging perspective.”

Read more from FN's interview with Spangenberg, here.

Versatility and Comfort Are Focal Points at Atlanta Shoe Market

While the upcoming election and the unpredictable economy were top of mind for buyers and exhibitors alike at the August edition of The Atlanta Shoe Market, footwear leaders were optimistic as the industry rolls into the second half of the year.

“The overall mood among the attendees was very positive and upbeat,” said the show’s executive director, Laura Conwell-O’Brien. “The event was characterized by a lot of energy and a great vibe.”

Executives at the trade show predicted a solid finish to 2024 while also leaning in to strategies that will help ensure a strong start to 2025. Spring 2025 collections, for instance, aimed to entice customers to part with their closely guarded dollars by focusing on versatility, comfort and value nearly across the board.

“Customers just want their dollar to stretch further,” noted Dan Guenther, senior director of sales for Dr. Scholl’s. “They’re spending only on what they really want. So nailing the product and the price to offer the consumer value, is critical.”

Read more about The Atlanta Shoe Market, here.

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