How we measure quality

Footway's overall rating, weighted from the rankings below.

Footway rating combines all the measures below into a single number, so you can quickly see which products hold up best in their category. It is based on what customers actually do – keep, buy again, send back – not on advertising or reviews. A high rating means the product measures up in several ways at once. A low rating means other products in the same category have done better, and then it is worth looking at the individual measures to see why.

Customers keep the product instead of sending it back.

Often kept shows how rarely the product is sent back compared with others in the same category. When customers keep what they bought, the fit, the material and the picture in the store matched reality. A high value means you are more likely to avoid the hassle of a return. A low value can mean the size is hard to get right or that the product looks different in real life.

What does get returned is rarely broken or faulty.

Rarely defective is about why products come back: how often it is because something broke or was wrong from the start. It says more about the manufacturing than any other measure. A high value means seams, soles and zippers deliver what they promise. A low value means more people than usual have received a broken or faulty item.

Customers come back and buy the product again.

Bought again shows how often the same customer comes back and buys the product once more. Someone who buys again has already tried it, worn it and decided it was worth the money. A high value is therefore one of the strongest ratings a product can get. A low value does not have to mean it is bad – some things you only buy once – but it is a sign it has not become a favourite.

It takes a long time before the same customer needs to buy it again.

Lasts long measures how long it usually takes before the same customer buys the product again. The more time that passes, the longer the previous one has lasted. A high value means you can expect to use it for a long time before it needs replacing. A low value means customers usually need a new one sooner than for other products in the category.

The price has stayed steady over time.

Stable price shows how steady the price has been over time. A product that sells well at its regular price rarely needs to be put on sale to clear stock. A high value means you pay about the same price as everyone else and do not need to wait for the right campaign. A low value means the price has often jumped, which may suggest the product has needed discounts to sell.

Many people choose the product.

Popular shows how many people choose the product compared with others in the same category. Many buyers give a large sample, so the other measures become more reliable too. A high value means the product works for many different people, not just a few. A low value only means fewer have bought it – it can still be a good choice, but there is less experience to rely on.

The product has sold for a long time.

Classic shows how long the product has been selling. A model that has been around for many seasons has outlived trends and kept finding new buyers. A high value means it is proven and will probably still be available if you want to buy the same again. A low value usually means the product is new, and then it has not yet had time to show how it holds up over time.

The product is selling more now than before.

Trending shows whether the product is selling more now than before. When more people choose it, it has often earned a good reputation, through recommendations or because it has proven to last. A high value means interest is growing right now. A low value means sales are flat or falling – which is completely normal for a classic that has already found its buyers.