If you're selling shoes, you'd better hope you're a massive corporate brand like Nike or Adidas.
If not, you're risking obsolescence.
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Unlike perfume, art, or parts of the high-fashion industry, most mainstream shoe shoppers aren't interested in niche items.
They want the latest and most popular styles or brands.
And as a shoe seller, if you don't carry these household names, you probably aren't getting sales.
RunRepeat conducted a survey on which brands Americans use.
Top shoe brands Americans use
- Nike: 53%
- Adidas: 41%
- Converse: 29%
- Skechers: 28%
- Jordan (which is a part of Nike): 27%
- New Balance: 27%
- Vans: 25%
- Puma: 25%
- Autry: 19%
- Reebok: 18%
Of course, plenty of other shoes have been growing in popularity.
Hoka, Asics, and Salomon have been growing as customers seek out performance.
And customers who want comfort often opt for Crocs and HeyDude.
But the shoe market isn't an unlimited fountain of potential.
The worldwide global footwear market is estimated to be worth just over $463 billion, per Fortune Business Insights.
So shoe stores must carry the most sought-after brands. The numbers are clear; customers want big brands, and few are interested in smaller, niche labels.
Image source: Shutterstock
Hanig's Footwear closing Chicago store
Hanig's Footwear might not mean anything to customers outside of the Midwest.
But for Chicago shoppers, it's been an iconic mainstay for decades.
Hanig's Footwear was founded by Peter Hanig, who started Chicago's Cows on Parade statue phenomenon many locals and tourists are familiar with.
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He ran Hanig's Footwear as his day job. And for over 50 years, Hanig's was a popular shop on the Magnificent Mile.
It opened on North Michigan Avenue in 1975.
Eventually Hanig's relocated to 875 North Michigan Ave, just two blocks from Lake Michigan and a retail hub home to top brands like Ralph Lauren, Chanel, Neiman Marcus, and Adidas (all within a couple of blocks).
Hanig's, however, sold mostly smaller, European, or independent shoe brands, including:
- Mephisto
- Ara
- Think!
- Naot
- Gabor
- Dansko
Now, Hanig's has decided to shutter its Magnificent Mile location. The store is expected to close by September or October 2025.
Its other store, located in Wilmette, Ill. (a northern suburb of Chicago) will remain open.
Magnificent Mile too pricey for small stores
Like in other cities, some downtown retail hubs have gotten to be too expensive for smaller or independent operators.
Vacancy has been a growing issue in the Magnificent Mile, which was previously known for iconic architecture and is home to dozens of brand names including Hugo Boss, Louis Vuitton, Stuart Weitzman, Samsonite, and all the top department stores.
But the Magnificent Mile has faced a wide array of issues for retailers, making business harder to conduct.
Challenges facing the Magnificent Mile:
- Rising rent ($250–$275 per sq. ft.)
- Major tenants leaving (Macy's, Uniqlo)
- Reduced tourism and workforce (26% of Chicago's workforce is remote, per Robert Half)
- Overreliance on luxury retail, which can price out mid-tier retailers
“Small businesses are no longer viable on Michigan Avenue,” Hanig said of the closure.
“I’m sad about it. This has been a major part of my life for a long time. We had an incredible time. We met so many people over the years as a result of it, and we were very lucky to be there.”
