Footwear is no longer viewed as a commodity that just offers protection for feet. What was hitherto considered a ‘want’ is today a basic ‘need’. Today, the footwear trade is a vast and dynamic operation involving huge economies of scale. The low-cost countries are gaining foothold in international markets leading developed countries to import and outsource so as to meet their requirements. The footwear product has proliferated into many brands and now caters to the needs of disparate customers. Footwear is something that has always been taken for granted. But today footwear, being considered a ‘need’ is also considered by many to be an ornament or a fashion statement. On the other hand, the major players are getting aggressive on their marketing, expansion and turnaround strategies and also producing innovative products in line with their social obligations. The footwear industry is vast, dynamic and yet rarely noticed. The effort here is to cover the changing face of the commerce of footwear. Emphasis is laid on the fact that the major economies now face a threat from the emerging economies as a location of production for international markets. The ‘low-cost’ countries are now gaining a strong foothold in the international market and the major economies are either importing or outsourcing which leads to the view that strong measures should be adopted against these ‘low-cost’ countries. The marketing, expansion and turnaround strategies used by the major players are significant to help us understand the dynamics of this unnoticed industry.
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