Digital Luxury Group, share the key insights from its recently launched Luxury Footwear report, analysing consumers’ search intentions & brands’ social media presence.

Luxury footwear is far from a recent phenomenon, but with the reasonably recent launch of dedicated shoe brands like Jimmy Choo and Christian Louboutin, the category has played far more a significant role in the greater industry, than it ever had before. In 2011 its significance was somewhat cemented, when three of the world’s most iconic retailers – in three distinct parts of the world – launched three of the largest and most opulent, commerce enabled footwear shrines in the world.

In London, Harrods opened doors on its Shoe Salon, a 1,400sqm space housing over 80 brands and a total of around 3500 shoes at any given time. Interior designers, Shed of London, commissioned George Smith to produce one-off pieces of furniture in bold prints and hand made Chinoise embroidery to compliment sorbet coloured marbles, solid brass fixtures, conical chandeliers and lacewood veneers.

Not to be outdone by the Brits, Saks Fifth Avenue announced plans for a revamped footwear offering – entitled 10022-SHOE – in light of the fact that the United States Post Office had granted the enormous eighth-floor space its own zip code. Most recently, Lane Crawford unveiled The Shoe Library in Hong Kong, spanning 2,300sqm, with over 200 brands adorning the walls of six distinct zones. The space was conceptualised by designer Andre Fu, with floors finished in Romano marble and covered with elaborate rugs Tai Ping Carpets.

What was once a means of getting from A to B – albeit in a stylish and comfortable manner – has become one of the most dominant streams of revenue in the luxury goods and accessories industry. As you will see in the below findings of Digital Luxury Group’s research, the desire for luxury footwear from consumers is often so strong that they will seek out categories from luxury brands that haven’t been made yet, or search and discuss brands online that don’t even have a website.

Conducting the Report…
Digital Luxury Group (DLG) relies on proven methodologies and proprietary software to analyse the online behaviour and interests of luxury brands’ clientele. Since 2004, DLG has been publishing the WorldWatchReport™, which has, over the years, become a baseline market study for the watchmaking industry.

Using the same tools as for the WorldWatchReport, DLG is now expanding its scope of analysis beyond the luxury watchmaking industry, starting with the luxury shoe industry. The decision to analyse the shoe industry was taken based on the finding that the online demand expressed for luxury footwear products is currently booming ; yet, no analysis of this trend existed.

What makes DLG’s approach unique is the fact that it is 100% consumer-centric. The results of our analysis are indeed based on millions of anonymous intentions spontaneously expressed by consumers searching for luxury footwear products online.

“online demand for luxury footwear products is said to be booming; yet, no analysis of this trend has so far existed ”

Unsurprisingly…
Unsurprisingly, the brands that are the most sought after brands offline – such as Louboutin and Jimmy Choo – also are the most sought-after online. To some it may be somewhat unsurprising to see Prada and Gucci rule the Maison category, given each brands offline popularity and in the case of Gucci, strong digital presence. Yet, we found it quite surprising to see how strong they are compared to their competition, accounting for more than 50% of the overall demand for the Maison category. We were expecting more balanced results.

- The results of the analysis also show that shoe brands are very strong, with 91% of the searches related to brands. For comparison, in the watchmaking industry, the percentage of brand-related searches is, on average, around 80%.

- The analysis shows that the online demand for luxury footwear is strong in Brazil : 5.7% of the global demand, compared to 2.8% in Japan for instance ; yet, Internet penetration in Brazil is 38% vs. 79% in Japan.

More Surprisingly…
- The fact that 40% of the demand expressed by US clients is linked to sneakers – even for brands that do not sell sneakers – is quite interesting. There might be a business opportunity for those brands – which should now assess if this demand indeed comes from luxury consumers willing to buy sneakers.

- The fact that Azzedine Alaia represents 0.1% of the demand – without a website – is also very interesting. The success of his designs within fashion circles and celebrities organically provides recognition. It also shows that fashionistas are using the Internet to search for the brands they like (even when those brands are not officially present).

“40% of demand expressed by US clients is linked to sneakers – even for brands that do not sell sneakers”

Looking to the Future…
Altagamma forecasts a +10% increase of the Leather Goods, Shoes and Accessories product category in 2012. More specific forecasts regarding the performance of shoes have not yet been identified.

Our objective is to position our analysis as an indicator of the performance of luxury shoes brands, based on the evolution of their clientele interests. In the future, we will regularly release updates of the Luxury Shoe Industry analysis, include Russia and China in its scope as well as mobile search.

If readers remember only one thing…
This first digital analysis of the luxury shoe industry provides consumer-centric insights based on millions of intentions spontaneously expressed by consumers searching for luxury footwear products online.

Analysing the demand expressed by consumers online is an excellent way for brands to:

• Measure the effectiveness of their communication and their brand awareness (both on and offline)
• Benchmark it with other actors in the industry
• Better understand how consumers search for luxury products and what really interests them
• Improve and adapt their communication (both off and online) accordingly

Luxury Society

Think Italian fashion and images of finely crafted leather and luxe wear are sure to pop into mind. Florence-based Salvatore Ferragamo, which recently unveiled a sparkling new boutique at Greenbelt 4, would like to add another adjective to the mix: custom-made.

“We call [the project] Red Carpet because we have a very strong association with movie stars in the history of our company. Eventually we decided that, our customers are special, they have many red carpet events to go to, so we should give them the opportunity [to customize]” explains Paul Cadman, Asia Pacific chief executive officer for the Italian label.

With four styles and 23 shades of satin to choose from, ladies can safely avoid same-shoe syndrome, or alternatively, get all the style-shade permutations they desire. After one’s preferences and measurements are taken, she can claim her special pair of heels after six weeks—the time is only because the shoes, like all Ferragamo products, are made in Italy.

High society was first in line for Red Carpet treatment at the Greenbelt store launch, among them fashionistas Solenn Heusaff and Sam Pinto. Abroad, the brand’s profile has certainly been helped by star power, most notably Lady Gaga in head-to-toe houndstooth from Ferragamo’s Fall/Winter 2011 line in August. The shoes, in particular, have been seen recently on A-listers Angelina Jolie, Sarah Jessica Parker and Jennifer Lopez.

But it’s as much about a blend of nostalgia and novelty, too: the brand celebrated its 80th anniversary in 2008 in Shanghai, no doubt a nod to Asia Pacific now being the company’s most profitable region.

Currently, the Greenbelt outlet carries only shoes and accessories. So, any chance for the garments, or even the Tramezza made-to-order shoe service for men, to make their way here? “We want to focus on our core categories, which has been very much appreciated, but we really do hope that we can bring ready-to-wear back to Manila,” Cadman says.

GlobalShoes

If you're anything like us, the last minute dash around the local shops is a good couple of weeks off yet. Whether it be a box of dog-eared chocolates or some smellies, you can comfort yourself in the knowledge there are 16 shopping days left until Baby's Jesus blows his candles out. And who wants to spend those days thinking about gifts for other people when there are so many smart things left to buy for yourself?

Never mind shop damaged gift sets and perfumes for your Mrs, the Boots we're interested in at this time of the year come with a far more reassuring aroma - that handmade leather smell. We'll start with the Rolls Royce of footwear, the Yuketen 5 Inch Dress Hunt Boots.

The colour of these is 'Chicago Tan' which sounds a bit like a pizza if you change your accent to 'East Midlands'. We'll stop with the flippant regional jokes though because these are serious footwear and they deserve to be taken as such. They're sturdy, smart and suave and we defy you to find anything better, anywhere, ever.

If the vibram sole isn't your particular brand of shoe steez, how about this pair of creped crusaders from Quoddy? Stealing style from the type of people who creep about the woods with a gun (we mean hunting types not serial killers or owt), these manage to be tough and comfy at the same time.

We can't mention classic American outdoor boots without giving the customary nod to the institution that is Red Wing. We reckon these to be the most versatile type of footwear there is. Go on try and think of something more versatile… see, you can't can you. Well then. Plus, these being Red Wing, they're built to last.

Slightly less rugged but no less American are the Eastland Seneca boot. What is it with the USA and amazing handmade footwear, especially at this time of year. A worthy candidate and probably the smartest shoes we've mentioned so far.

Ah, a welcome return to Europe with Mephisto. These have been variously described as 'ugly-pretty' which has to be a good thing. Having sold the Mephisto Rainbow for many years now, the feedback from customers (plus more than a few staff members) has never been anything short of brilliant.

How about a nice Tricker's treat? We must have used that awful pun before? These are seriously posh shoes and handmade in England. Whether you're a moneyed land owner or someone who aspires to be, it doesn't matter as they look great on anyone. Another shoe that ages well and has a reputation for lasting a long time.

You know when we mentioned the East Midlands earlier on? Well we should have waited because this Derby shoe (geddit?) is more fitting of such a reference. These would work in a number of settings or outfits but they put us in mind of a rather cool jazz musician. What do you reckon? The red brick sole is what makes them but the upper stands out, especially the textured leather. A nice one to round off our festive footwear guide on.

Oi Polloi

Now I am not usually a celebrity style stalker and tend to look at other bloggers for fashion inspiration, but I was very intrigued to see what Cheryl Cole’s footwear collection with Stylist Pick would look like. She has great style (these days) and you never know we could have another Victoria Beckham on our hands. The celebrity turned fashion designer has been done before.

The collection went live in the early hours of this morning and I hear from Stylist pick that the styles are selling quickly. I personally love the Ri Ri and the Funky Munky shown above, not so keen on the flat boots, bit too chunky for my taste. What do you think of the collection?

If you want to take a look or purchase something from the Cheryl Cole Collection. You will need to sign-up with Stylist Pick and take a short quiz. The Cheryl shoes are a premium collection, but items are usually all £39.95 with Free delivery and returns.

Memoir Mode

Go bold or go home. Suede takes center stage in deep jewel tones like burgundy, plum, emerald, and cobalt. With color this bold, it’s not about fitting in; it’s about standing out. Color this deep and striking should be flaunted, so when shoes go bold they act like a jewelry piece. Don’t go matchy-matchy. Go for color-blocking or mixing complementary shades. If you’re not ready for a full-out color statement, keep the rest of your look neutral and let a brilliantly hued shoe do the talking.

1. Rag & Bone Suede Moto Boots ($595) Plum perfect. These Rag & Bone booties have classic moto-rock lines that are softened and made all the more playful in a deep purple. A great complement to gray or black skinnies, these booties have all-over seam detailing and buckle-accented straps.

2. Marc by Marc Jacobs Diagonal Strap Suede Platform Sandals ($350) Channel your inner disco diva. These heels are seriously 70’s with their sky high metal-covered platforms and heels. Rich plum suede gives an ultra luxe feel to any look. Diagonal strap with buckle closure.

3. Diane von Furstenberg Parker Suede High Heel Boots ($570) These malachite green boots were made for walking the runways, DVF’s to be precise. Diane von Furstenberg’s Parker Boots are a centerpiece of her collection…and of any wardrobe. Stacked heel with pull tabs and D-ring accents. An asymmetrical top adds an unexpected edge to otherwise classic lines.

4. Theodora & Callum Biarritz Wedge Sandals ($395) Winter wedges. A celebrity favorite, Theodora & Callum are masters of the wedge. Richly printed canvas is complemented by ribbon ties and plum velvet straps. Whipstitched edges and a cutout heel cap finish these wedges with impeccable style.

5. BCBGeneration Perries Heel ($115) Colorblocking for your feet, these pumps display one of winter’s biggest trends. Artful blocks of fuchsia, plum and black combine to make a statement-making heel. Pair back to a simple LBD for cocktail or your favorite skinnies for a day out with the girls.

6. Christian Louboutin Metallip 120 Suede and Metal Pumps ($895) G-L-A-M-O-R-O-U-S. There’s no other way to describe these red-bottomed stilettos. Sleek gold metal heels and toes contrast with indigo suede to create the perfect balance of shine and texture. A pump that definitely works as an evening shoe.

7. Christian Louboutin Lisse 100 Suede Ankle Boots ($895) Beautiful booties. The same vibrant indigo suede, this time cut into an elegant bootie. Setting off the signature red sole, a sharp stiletto heel and ankle cutout ensure that these booties are both leg lengthening and outfit-making.

Celebrity Style Guide

Burke Marine has released its latest offering in marine footwear, the D-MESH Aquatic Sneaker.

The D-MESH is a light weight casual shoe to suit any water based activity. Made using a Nylon mesh and Lycra upper combined with a flexible PVC sole this shoe is super lightweight, extremely comfortable and above all quick draining and fast drying. Suitable for paddlers, sailors, fishing or just general beach/rock hopping the D-MESH uses an elastic lacing system that allows for quick and easy donning. The D-MESH provides the necessary protection and extreme grip required in a wet environment but it comes with a price tag that doesn’t break the bank.

Available in a Carbon/White trim this is a unisex shoe

EU 36 – 46 sizing

RRP $23.00

Contact Burke Marine on 02 9638 4333 or visit www.burkemarine.com.au for a list of retailers

Sail World

Often we get caught up in talk of design thinking, sensemaking and synthesis. While moving post-it notes to sort things out is sometimes a necessary means to an end, it always warms my heart to see some real design DOING. There is something so authentic about a designer just getting in and making something; because making is thinking. As Mark Rolston, the Chief Creative officer at frog once said to me, working with your hands is the highest form of thinking. I found another wonderful example of this in the handcrafted footwear of Nick Maloy.

I've been in touch with Nick since he was a student at SCAD, when his older brother Tony Shamenkov, a designer at Renault, sent Nick's work to a mutual friend. Back in 2007 Nick started a discussion topic on core77 called "Sketch Fu" which has turned into a 202 page discussion with people posting their sketches in over 3,000 replies! After graduating, Nick accepted a position at Kenneth Cole as a footwear designer where he learned the ins and outs of designing and developing footwear for mass production in China, but something was missing: "As a creative designer I wanted to go through the process of designing and crafting a pair of shoes from sketch concept to finished product all on my own. In footwear design you never have to lift a finger to see your idea come to life, and here you loose some control over the product. I took a shoemaking class to learn the proper pattern making, lasting and soleing techniques. From there I designed and crafted my first pair in my living room. The inspiration for the design came from the old world crafting techniques and application of them to modern constructions and lasts with current streetwear culture and trends in mind. The shoes have a ruggedy, crafted feel to them that you can not get on a mass production line."

Maloy's idea is to bring the craft of making closer to the end user. An interested buyer can contact him directly, talk about his or her style and needs, and from there Nick designs and makes a bespoke pair of sneakers with an uncommon obsession for detail, quality, and character. For more, see Nick's corefolio.

Core77

Kikkor Golf drops a few pre-release shoes from its upcoming 2012 footwear franchise. The Tenny now comes in four new models — the Whitesmith, Khaki Crusader, Phantom, and Tekapo Rain. Beautiful colorways, and of course water-resistant leather, embedded spikes, and an ultra-comfortable insole. Your golf shoes don’t always have to have saddles and only available in brown, black or white. Stay colorful, my friends. More looks after the jump.

Delofted

The Nike SB January 2012 Footwear is starting to make it’s way to retail! The lineup includes a SB Dunk Low in a Navy Blue/Black/Gold colorway, the SB Dunk Mid “Golden Hops”, the Navy SB Omar Salazar LR, SB Stephan Janoski Low and Mid in Black/Anthracite, SB Zoom Bruin in a “Tiffany” like colorup and the SB Team Edition SE “SB Chronicles”. You can look for these to start making their way to your local Nike SB retailers any time now, check your local spots!

Underground Soles

The Balenciaga mens Spring/Summer 2012 Footwear collection is back with more of your favorite styles.Staying consistent with what Balenciaga footwear is known for you can notice that all the different styles feature the mixing and matching of suede, canvas, premium leather, and textured leather.

Hype-Life

Moving into Spring/Summer 2012, White Mountaineering strengthens its footwear offerings with a taut collection of seasonally appropriate boots and sneakers. Consistent with the aesthetic of its Spring/Summer 2012 apparel segment, the footwear program offers similarly themed material choices via jacquard, flower camo and batik patterned textiles. An embroidered leather desert boot is introduced in a premium tumbled leather upper with embroidered Aztec pattern across the toe box and side panels. A wallaby style is also included with similar embroidery running the length of the exterior and side panels, culminating alongside leather contrasting calf-leather beginning at the heel of the boot. The footwear program nicely rounds out the overall theme of the line without appearing blasé and overdone.

HypeBeast