Comparison of Men and Women in LA Gear Market Demographics

As with women, men's shoe-buying is virtually constant save for people with poverty-level incomes. Likewise, regional variations are slight, although unlike women, propensity is greatest from the Midwest and lowest during the West and South.

LA Gear's strongest market is women under. In between women within the age amount 18-44, close to 22 percent purchase LA Gear shoes in a 12-month period; purchasing rates within the older groups drop off steadily, with only 4.6 percent of women more than 65 buying a pair. Penetration in between men is substantially lower overall, and peaks inside a slightly older age range. In between men aged 35-44, about 15 percent purchase LA Gear shoes in a 12-month period, even though the rate between other men below age 55 ranges from 10 to 12 percent.

In summary, athletic-style shoes are broadly bought by all consumers save senior citizens and individuals with really low incomes, with women buying rather more than men do. LA Gear's penetration on the under-45 women's industry is about twice as great as its penetration from the men's market, and it is not generating as well in capturing younger men than the 35-44 age group.

Athletic variety shoes represent an active, casual, and fashionable lifestyle for both men and women. However, customer preferences are markedly differentiated by gender, a pattern which is reflected especially from the relative performance of LA Gear and Nike. Put briefly, women purchase athletic shoes in accordance with style.

The promotion technique suited to every gender is thus substantially different, as with numerous other merchandise (Craig, 1992). LA Gear's strong fashion presence between women thus doesn't readily translate into an powerful presence inside men's market. So that you can penetrate the men's segment, LA Gear must either develop and market performance-oriented lines or, possibly, explore new definitions of performance that would attract men without having diluting the brand among women.

performance. Each are ultimately fashion statements, because men's athletic shoes get only limited use in true sports, but performance will be the sort marker between men.

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