TÜV SÜD Safety Gauge conclusions
Achieving a real competitive advantage through product safety
The global footwear industry produces billions of pairs of shoes each year, ranging from functional work boots to designer high heels. This high level of output poses considerable product safety challenges for manufacturers and retailers, given seasonal changes in consumer tastes and complex government regulations for quality, safety and durability. At the same time, increasingly concerned consumers have greater access to product safety information than ever before.
These latest research findings point to a clear disconnect between the footwear industry and consumers when it comes to interest in product safety issues. Businesses assume that there is a lack of interest in above-average product safety among consumers. However, a significant proportion of consumers stated that they rank product safety labels very highly in their purchasing criteria, are more likely to buy brands that indicate their safety commitment and are even willing to pay a premium for products that achieve exemplary safety standards.
This gap presents an opportunity for footwear businesses to differentiate their brand and influence purchase behaviour by investing in improved product safety, for example, through material and chemical testing. In addition, businesses can also invest in product safety labels, such as the TÜV SÜD Footwear Mark, that clearly demonstrate their commitment to superior product safety. These investments in enhancing product safety should not only improve consumer wellbeing but also drive greater commercial success.