We are catching up on the closely watched Piper Sandler “Taking Stock with Teens Survey” for Fall 2022.
The report comes out twice a year and tracks brand preferences for the mainstream mall shopper.
The most recent survey shows a few interesting trends when it comes to footwear. Hey Dude has come pretty much from nowhere to the No. 7 ranking in the Top 10 list.
In Spring 2021, for example, it was not in the Top 10 at all. Then in Fall 2021 it debuted in the No. 8 spot, and has now risen to No. 7.
For a brand that hasn’t done much marketing, doesn’t have much of a brand identity, and has thus far has been more of a regional trend, it’s a remarkable climb.
Not a ton of core retailers in our industry carry Hey Dude, but the ones that do tell us the brand sells like crazy. People buy one pair, then come back and buy several more.
Another noticeable change is the rise of Converse, which had struggled for a few years and is now gaining share.
Hey Dude at BC Surf & Sport in Colorado – SES file photo
It has gone from 6% share in Spring 2021 and the No. 4 spot, to 10% share and the No. 2 spot this fall.
Interestingly, sister company Nike, which has reigned at the No. 1 spot by a mile for more than a decade, has clawed back some share it had lost a few years ago to Vans and Adidas.
In Spring 2021, Nike had 56% share. This fall, Nike is at 60% share.
In that same period, Vans has gone from 12% share and the No. 2 spot to 7% share and the No. 4 spot. During that time frame, Adidas has remained in the No. 3 spot but its share has dropped from 9% to 7%.
In addition to Nike and Converse eating into Vans’ share, the report authors also think Hey Dude’s rise is impacting Vans.
With Nike and Converse improving, the two brands – owned by the same company – currently have 70% share with teens surveyed.
The full Fall 2022 Top 10 favorite footwear list for teens of all genders and incomes is:
- Nike: 60%
- Converse: 10%
- Adidas: 7%
- Vans: 7%
- Crocs: 2%
- New Balance: 1%
- Hey Dude: 1%
- Foot Locker: 1%
- Birkenstock: 1%
- Dr. Martens: 1%
Editor’s Note: For more on HeyDude, click here.
