It’s fall. What does fall bring to your mind? Pumpkin spice, leaves changing colors, holidays, time with family, and everything cozy. For women specifically, it also means layering up and breaking out the boots! As the days get shorter and colder, your feet want to stay warmer. The choices are endless when it comes to boots. I looked into the Indix Product API and Product Intelligence app to figure out who was offering the best deals and what brands were in demand this season.
There are over 700 brands of boots out there! I chose a sample of boots from 10 leading online shoe stores including Shoe Metro, OnlineShoes, Shoes.com, Nordstrom, Shoebuy, DSW, Macy’s, Zappos, ShoeMall, and 6pm.
Here’s the first interesting finding: Analyzing the titles of products from just OnlineShoes revealed “bootie” and “ankle” to be one of the top 15 repeated terms over “mid-calf” and “tall”, that rank lower in the list. One possible reason for this could be that women buy more boots of a shorter shaft length in the fall and go for the taller and heavier boots in the winter. We’ll definitely go back and run another analysis in the winter to see how the assortment has changed and what terms are ranking higher.
Here’s what it looks like when we plot the product count against the average sale price of each brand across the 10 stores.
Common sense tells us that high product count (assortment) and low price is the perfect combination of factors for a brand’s popularity. The top 20 brands in that list of affordability/popularity are Frye, Nine West, Sofft, Dolce Vita, UGG Australia, Ariat, David Tate, Steve Madden, Dr. Martens, Ecco, Matisse, Corso Como, Rockport, Michael Kors, Franco Sarto, Timberland, Aerosoles, Cole Haan, Carlos Santana and Donald J. Pliner. Some of these brands are only available through retailers. The chart tells us that there are plenty of choices of brands for well below $250-$300 a pop. The chart above is only partially captured here because of resolution issues. But as we can see below, predictably at the other end of the spectrum are your high-end designer brands – Jimmy Choo, Christian Louboutin, Yves Saint Laurent, Manolo Blahnik, Valentino, and what have you.
Brands like Frye, Nine West or Steve Madden are striving to achieve the perfect balance between affordability, style and presence across stores. So where do you buy these brands at the best possible price? Looking at the sample size of stores that I chose, this is what comes up. It’s fascinating how the average sale price of a brand varies at different stores, assuming that you discount for certain overlaps and outliers.
So, you might want to get those Frye boots at ShoeMall or 6pm, and your Michael Kors at Shoe Metro. Dr. Martens seems to have somewhat equal distribution of price across stores. Each retailer has their own strategy when it comes to assortment and pricing so it’s hard to pinpoint a reason for the price differential. I will say though that getting a comprehensive picture of the market empowers retailers to be more competitive and for consumers to have better offers. What are you waiting for? Boot up, or rather, bootie up!