# The 2007-2012 Outlook for Women’s Athletic Shoes in the United States

- ID: 493852
- September 2006
- Region: United States
- 703 pages
- ICON Group International

WHAT IS LATENT DEMAND AND THE P.I.E.?

The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnings (P.I.E.) or total revenues (not profit) if the United States is served in an efficient manner. It is typically expressed as the total revenues potentially extracted by firms. The “market” is defined at a given level in the value chain. There can be latent demand at the retail level, at the wholesale level, the manufacturing level, and the raw materials level (the P.I.E. of higher levels of the value chain being always smaller than the P.I.E. of levels at lower levels of the same value chain, assuming all levels maintain minimum profitability).

The latent demand for women’s
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1 INTRODUCTION 9

1.1 Overview 9

1.2 What is Latent Demand and the P.I.E.? 9

1.3 The Methodology 10

1.3.1 Step 1. Product Definition and Data Collection 11

1.3.2 Step 2. Filtering and Smoothing 12

1.3.3 Step 3. Filling in Missing Values 12

1.3.4 Step 4. Varying Parameter, Non-linear Estimation 12

1.3.5 Step 5. Fixed-Parameter Linear Estimation 13

1.3.6 Step 6. Aggregation and Benchmarking 13

2 SUMMARY OF FINDINGS 14

2.1 Latent Demand in The US 15

3 FAR WEST 16

3.1 Executive Summary 16

3.2 Latent Demand by Year - Alaska 18

3.3 Cities Sorted by Rank - Alaska 19

3.4 Cities Sorted by Zipcode - Alaska 20

3.5 Latent Demand by Year - California 22

3.6 Cities Sorted by Rank - California 23

3.7 Cities Sorted by Zipcode - California 42

3.8 Latent Demand by Year - Hawaii 63

3.9 Cities Sorted by Rank - Hawaii 64

3.10 Cities Sorted by Zipcode - Hawaii 66

3.11 Latent Demand by Year - Nevada 69

3.12 Cities Sorted by Rank - Nevada 70

3.13 Cities Sorted by Zipcode - Nevada 71

3.14 Latent Demand by Year - Oregon 73

3.15 Cities Sorted by Rank - Oregon 74

3.16 Cities Sorted by Zipcode - Oregon 78

3.17 Latent Demand by Year - Washington 82

3.18 Cities Sorted by Rank - Washington 83

3.19 Cities Sorted by Zipcode - Washington 90

4 GREAT LAKES 98

4.1 Executive Summary 98

4.2 Latent Demand by Year - Illinois 100

4.3 Cities Sorted by Rank - Illinois 101

4.4 Cities Sorted by Zipcode - Illinois 114

4.5 Latent Demand by Year - Indiana 128

4.6 Cities Sorted by Rank - Indiana 129

4.7 Cities Sorted by Zipcode - Indiana 135

4.8 Latent Demand by Year - Michigan 142

4.9 Cities Sorted by Rank - Michigan 143

4.10 Cities Sorted by Zipcode - Michigan 151

4.11 Latent Demand by Year - Ohio 161

4.12 Cities Sorted by Rank - Ohio 162

4.13 Cities Sorted by Zipcode - Ohio 174

4.14 Latent Demand by Year - Wisconsin 188

4.15 Cities Sorted by Rank - Wisconsin 189

4.16 Cities Sorted by Zipcode - Wisconsin 199

5 MID-ATLANTIC 210

5.1 Executive Summary 210

5.2 Latent Demand by Year - Delaware 212

5.3 Cities Sorted by Rank - Delaware 213

5.4 Cities Sorted by Zipcode - Delaware 214

5.5 Latent Demand by Year - District of Columbia 215

5.6 Cities Sorted by Rank - District of Columbia 216

5.7 Cities Sorted by Zipcode - District of Columbia 216

5.8 Latent Demand by Year - Maryland 217

5.9 Cities Sorted by Rank - Maryland 218

5.10 Cities Sorted by Zipcode - Maryland 224

5.11 Latent Demand by Year - New Jersey 231

5.12 Cities Sorted by Rank - New Jersey 232

5.13 Cities Sorted by Zipcode - New Jersey 241

5.14 Latent Demand by Year - New York 251

5.15 Cities Sorted by Rank - New York 252

5.16 Cities Sorted by Zipcode - New York 278

5.17 Latent Demand by Year - Pennsylvania 305

5.18 Cities Sorted by Rank - Pennsylvania 306

5.19 Cities Sorted by Zipcode - Pennsylvania 322

6 NEW ENGLAND 338

6.1 Executive Summary 338

6.2 Latent Demand by Year - Connecticut 340

6.3 Cities Sorted by Rank - Connecticut 341

6.4 Cities Sorted by Zipcode - Connecticut 345

6.5 Latent Demand by Year - Maine 351

6.6 Cities Sorted by Rank - Maine 352

6.7 Cities Sorted by Zipcode - Maine 357

6.8 Latent Demand by Year - Massachusetts 363

6.9 Cities Sorted by Rank - Massachusetts 364

6.10 Cities Sorted by Zipcode - Massachusetts 372

6.11 Latent Demand by Year - New Hampshire 381

6.12 Cities Sorted by Rank - New Hampshire 382

6.13 Cities Sorted by Zipcode - New Hampshire 386

6.14 Latent Demand by Year - Rhode Island 390

6.15 Cities Sorted by Rank - Rhode Island 391

6.16 Cities Sorted by Zipcode - Rhode Island 392

6.17 Latent Demand by Year - Vermont 394

6.18 Cities Sorted by Rank - Vermont 395

6.19 Cities Sorted by Zipcode - Vermont 398

7 PLAINS 402

7.1 Executive Summary 402

7.2 Latent Demand by Year - Iowa 404

7.3 Cities Sorted by Rank - Iowa 405

7.4 Cities Sorted by Zipcode - Iowa 410

7.5 Latent Demand by Year - Kansas 415

7.6 Cities Sorted by Rank - Kansas 416

7.7 Cities Sorted by Zipcode - Kansas 419

7.8 Latent Demand by Year - Minnesota 423

7.9 Cities Sorted by Rank - Minnesota 424

7.10 Cities Sorted by Zipcode - Minnesota 430

7.11 Latent Demand by Year - Missouri 438

7.12 Cities Sorted by Rank - Missouri 439

7.13 Cities Sorted by Zipcode - Missouri 445

7.14 Latent Demand by Year - Nebraska 452

7.15 Cities Sorted by Rank - Nebraska 453

7.16 Cities Sorted by Zipcode - Nebraska 455

7.17 Latent Demand by Year - North Dakota 457

7.18 Cities Sorted by Rank - North Dakota 458

7.19 Cities Sorted by Zipcode - North Dakota 459

7.20 Latent Demand by Year - South Dakota 460

7.21 Cities Sorted by Rank - South Dakota 461

7.22 Cities Sorted by Zipcode - South Dakota 462

8 ROCKIES 463

8.1 Executive Summary 463

8.2 Latent Demand by Year - Colorado 465

8.3 Cities Sorted by Rank - Colorado 466

8.4 Cities Sorted by Zipcode - Colorado 470

8.5 Latent Demand by Year - Idaho 475

8.6 Cities Sorted by Rank - Idaho 476

8.7 Cities Sorted by Zipcode - Idaho 477

8.8 Latent Demand by Year - Montana 480

8.9 Cities Sorted by Rank - Montana 481

8.10 Cities Sorted by Zipcode - Montana 482

8.11 Latent Demand by Year - Utah 485

8.12 Cities Sorted by Rank - Utah 486

8.13 Cities Sorted by Zipcode - Utah 489

8.14 Latent Demand by Year - Wyoming 493

8.15 Cities Sorted by Rank - Wyoming 494

8.16 Cities Sorted by Zipcode - Wyoming 495

9 SOUTHEAST 496

9.1 Executive Summary 496

9.2 Latent Demand by Year - Alabama 498

9.3 Cities Sorted by Rank - Alabama 499

9.4 Cities Sorted by Zipcode - Alabama 504

9.5 Latent Demand by Year - Arkansas 509

9.6 Cities Sorted by Rank - Arkansas 510

9.7 Cities Sorted by Zipcode - Arkansas 513

9.8 Latent Demand by Year - Florida 517

9.9 Cities Sorted by Rank - Florida 518

9.10 Cities Sorted by Zipcode - Florida 533

9.11 Latent Demand by Year - Georgia 549

9.12 Cities Sorted by Rank - Georgia 550

9.13 Cities Sorted by Zipcode - Georgia 556

9.14 Latent Demand by Year - Kentucky 563

9.15 Cities Sorted by Rank - Kentucky 564

9.16 Cities Sorted by Zipcode - Kentucky 568

9.17 Latent Demand by Year - Louisiana 572

9.18 Cities Sorted by Rank - Louisiana 573

9.19 Cities Sorted by Zipcode - Louisiana 577

9.20 Latent Demand by Year - Mississippi 583

9.21 Cities Sorted by Rank - Mississippi 584

9.22 Cities Sorted by Zipcode - Mississippi 587

9.23 Latent Demand by Year - North Carolina 590

9.24 Cities Sorted by Rank - North Carolina 591

9.25 Cities Sorted by Zipcode - North Carolina 598

9.26 Latent Demand by Year - South Carolina 606

9.27 Cities Sorted by Rank - South Carolina 607

9.28 Cities Sorted by Zipcode - South Carolina 611

9.29 Latent Demand by Year - Tennessee 616

9.30 Cities Sorted by Rank - Tennessee 617

9.31 Cities Sorted by Zipcode - Tennessee 622

9.32 Latent Demand by Year - Virginia 627

9.33 Cities Sorted by Rank - Virginia 628

9.34 Cities Sorted by Zipcode - Virginia 632

9.35 Latent Demand by Year - West Virginia 638

9.36 Cities Sorted by Rank - West Virginia 639

9.37 Cities Sorted by Zipcode - West Virginia 641

10 SOUTHWEST 643

10.1 Executive Summary 643

10.2 Latent Demand by Year - Arizona 644

10.3 Cities Sorted by Rank - Arizona 645

10.4 Cities Sorted by Zipcode - Arizona 648

10.5 Latent Demand by Year - New Mexico 652

10.6 Cities Sorted by Rank - New Mexico 653

10.7 Cities Sorted by Zipcode - New Mexico 655

10.8 Latent Demand by Year - Oklahoma 657

10.9 Cities Sorted by Rank - Oklahoma 658

10.10 Cities Sorted by Zipcode - Oklahoma 662

10.11 Latent Demand by Year - Texas 666

10.12 Cities Sorted by Rank - Texas 667

10.13 Cities Sorted by Zipcode - Texas 684

11 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS 702

11.1 Disclaimers & Safe Harbor 702

11.2 User Agreement Provisions 703