Back-to-school Shopping Is More Complicated for Consumers and Brands Alike This Year

WWD·July 20, 2026

AI Summary

Shoe companies are struggling to balance cost-cutting measures with consumer expectations during back-to-school shopping season. The industry faces pressure to maintain affordability while managing production and pricing strategies that align with shoppers' current purchasing behaviors.

From the source

Shoe executives face conundrum on bridging the gap between how to cut costs and still meet consumer mindset on shoe shopping for back-to-school.

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