Latest retail survey underlines FootJoy’s leadership position in the shoe market as sales surpass the rest of the market put together
FootJoy’s continued commitment to developing the most comprehensive shoe
line up in golf has once again reaped huge rewards for the market leading
brand. For years, FootJoy has been the clear leader in the UK golf shoe
market and as other brands have come and gone, FootJoy has consistently
produced golf shoes that meet the needs of all types of golfer when it comes
to performance, comfort and style. According to Sports Marketing Surveys Ltd’s latest UK retail audit,* more than half of all golf shoes sold in the UK
are FootJoys. Since early in 2003, FootJoy has regularly achieved a monthly
volume share exceeding 50%, resulting in a 12 month rolling share of 51.4%,
nearly four times more than the nearest competitor. This impressive
percentage of sales is continuing to strengthen as the year to date share
for the first five months of 2004 is currently at 52.4%.
Mike Lucas, FootJoy’s UK sales director is delighted with the continued
success. “We pride ourselves in having a FootJoy shoe to suit all tastes,
needs and budgets and there really is something for everyone in this year’s
line up,”he said. “There has been a lot of activity in the market place in the last 12
months, so it is pleasing to see that the FootJoy brand is stronger than
ever before and the vast majority of consumers prefer FootJoy to any other
brand.”
The 2004 range includes the new premium positioned DryJoy’s P.R.O. as well
as new styles in all the major FootJoy micro-brands including the technology
packed GelFusion and XDimension ranges, the more traditional look but
superlative performance of the Classics and DryJoys, the fashionable
Designer Collection and the best selling AquaLites.
FootJoy’s performance in the ladies market warrants a special mention as the
market leading brand continues to perform very strongly with a comprehensive
range that combines superior performance with contemporary styles proving
extremely popular. In the ladies market, FootJoy commands an impressive
60.2% volume share over the last 12 months which is an incredible 6 times
more than the nearest competitor. From the elegance of the Europa Collection
to the highly functional best selling AquaLites and lightweight eComfort
shoes, the FootJoy Ladies Collection stands head and shoulders above the
rest.
* Source: Sports Marketing Surveys Ltd Retail Audit Report May 2004