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Footwear Retailing - UK - July 2016

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Footwear to grow 5.4% in 2016
Figure 1: UK footwear sales, best- and worst-case forecast, 2011-21
Men’s shoes are growing at a faster rate
Figure 2: UK footwear sales, segmented by women’s, men’s and children’s, % share, 2016 (est)
Companies, brands and innovation
Young and premium specialists lead
Figure 3: Leading footwear specialists: compound annual growth rates in net revenues, 2011-14*
Clarks is most trusted brand
Figure 4: Attitudes towards and usage of selected retailers, May 2016
Digitally connected store
The consumer
Sports stores lead for footwear
Figure 5: Retailers from which consumers have bought footwear in the last 12 months, in-store and online, May 2016
Women favour flats over heels
Figure 6: Percentage of women who have bought shoes from each shoe category, May 2016
Comfort wins over fashion
Figure 7: Attitudes towards buying footwear, May 2016
43% buy discounted shoes
Figure 8: Agreement with statements about footwear, May 2016
Using personalisation to drive sales
Figure 9: Interest in innovation when buying footwear, May 2016
What we think
ISSUES AND INSIGHTS
How has the footwear market performed?
The facts
The implications
What are the opportunities for growth?
The facts
The implications
What innovations can help to drive interest in the footwear market?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Footwear to grow 5.4% in 2016
Footwear to grow 25% by 2021
Men’s footwear grows faster
Men as keen footwear buyers as women
Footwear spend grows more than clothing
Footwear consumer prices
Appealing to an ageing population
Obesity drives demand for wider shoe fits
MARKET SIZE AND FORECAST
Footwear to grow 5.4% in 2016
Figure 10: UK footwear sales, best- and worst-case forecast, 2011-21
Footwear to grow 25% by 2021
Figure 11: UK footwear sales, at current prices, 2011-21
Market segmentation
Figure 12: UK footwear sales, segmented by market value and percentage share, 2016 (est)
Figure 13: UK footwear sales, segmented by women’s, men’s and children’s, % share, 2016 (est)
Forecast methodology
MARKET DRIVERS
Men as keen footwear buyers as women
Figure 14: Spending habits on fashion, by gender, February 2016
Footwear spend grows more than clothing
Figure 15: Consumer spending on clothing and footwear (including VAT), 2011-15
Consumer prices
Figure 16: Consumer prices index annual % change for footwear, clothing and all items, September 2015-May 2016
Appealing to an ageing population
Figure 17: Trends in the age structure of the UK population, 2010-20
Obesity drives demand for wider shoe fits
Figure 18: Proportion of obese population, by gender, 2009-14
KEY PLAYERS – WHAT YOU NEED TO KNOW
Innovations in 3D printing
Digitally connected store
Young and premium specialists lead
Sports retailers see strong growth in footwear
Advertising spend accelerates in 2015
Clarks is most trusted brand
Focus on digital activity
LAUNCH ACTIVITY AND INNOVATION
UGG unveils new global retail store concept
Hunter’s in-store festival experience complete with mud and live music
Digitally connected store
Customised shoes on demand
Curated collection designed specifically with customers’ personal preferences in mind
“Sociable shoe”
LEADING SPECIALISTS
Young and premium specialists lead
Figure 19: Leading footwear specialists: compound annual growth rates in net revenues, 2011-14*
Sales
Figure 20: Leading footwear specialists: UK Revenues, 2011-15
Stores
Figure 21: Leading footwear specialists: UK Outlet numbers, 2011-15
Sales per outlet
Figure 22: Leading footwear specialists: Sales per outlet, 2011-15
Operating profits and margins
Figure 23: Leading footwear specialists: UK Operating profits, 2011-15
Figure 24: Leading footwear specialists: UK Operating margins, 2011-15
LEADING NON-SPECIALIST RETAILERS 
Leading non-specialists: financial data
Figure 25: Leading non-specialist retailers’ estimated footwear sales (excluding VAT), 2012-15
The consumer – Shopping at non-specialists
Figure 26: Retailers that consumers have purchased footwear from in the last 12 months, May 2016
Leading non-specialists: retail offering
Figure 27: Leading non-specialist retailers: Positioning, offer and brands stocked, July 2015
CHANNELS OF DISTRIBUTION
Footwear specialists account for 43% of distribution
Figure 28: Distribution of spending on footwear, by type of retailer, 2016 (est)
Figure 29: Estimated distribution of spending on footwear, by type of retailer, 2015 and 2016
Specialists lose market share
Figure 30: Estimated share of footwear spending taken by footwear specialists, 2012-16
MARKET SHARES
Sports retailers dominate market share
Figure 31: Estimated market shares for top 10 retailers of footwear, 2015
Figure 32: Estimated market shares for top 20 retailers of footwear, 2013-15
ONLINE
Online to account for 18.6% of footwear sales
Figure 33: Estimated online sales of footwear (including VAT), 2014-17
Distribution: Pureplays vs multichannel retailers
Figure 34: Estimated distribution of online sales (including VAT), 2015 and 2016
Online market leaders
Figure 35: Leading online footwear retailers: estimated net online revenues and online market shares, (excluding VAT), 2015
Where consumers shop online
Figure 36: Retailers that consumers have purchased footwear from online in the last 12 months, May 2016
COMPETITIVE STRATEGIES
Retail offering and brand positioning
Digital activity
New developments
SPACE ALLOCATION SUMMARY
Specialists’ space allocation summary
Figure 37: Specialist footwear retailers’ space allocation estimates, June 2016
Specialists’ detailed space allocation estimates
Figure 38: Specialist footwear retailers’ detailed space allocation estimates, June 2016
Non-specialists’ space allocation overview
Figure 39: Non-specialist retailers’ footwear space allocation estimates, June 2016
Non-specialists’ detailed space allocation estimates
Figure 40: Non-specialist retailers’ detailed footwear space allocation estimates, June 2016
In-store footwear as percentage of total selling space in non-specialists
Figure 41: Estimated in-store footwear as percentage of total selling space in non-specialist footwear retailers, June 2016
ADVERTISING AND MARKETING ACTIVITY
Advertising spend accelerates in 2015
Figure 42: Footwear: Recorded above-the-line, online display and direct mail total advertising expenditure, 2012-15
Casual shoe maker and retailer Beaconsfield is the highest-spending advertising spender
Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure on footwear, by advertiser, 2012-15
Majority of advertising spend channelled through direct mail
Figure 44: Recorded above-the-line, online display and direct mail total advertising expenditure on footwear, by media type, 2012-15
A note on adspend
BRAND RESEARCH
What you need to know
Brand map
Figure 45: Attitudes towards and usage of selected retailers, May 2016
Key brand metrics
Figure 46: Key metrics for selected retailers, May 2016
Brand attitudes – Kurt Geiger is worth paying more for
Figure 47: Attitudes, by retailer, May 2016
Brand personality – Hotter is seen as an ethical brand
Figure 48: Brand personality – Macro image, May 2016
Schuh is an exciting brand
Figure 49: Brand personality – Micro image, May 2016
Brand analysis
Clarks is highly trusted
Figure 50: User profile of Clarks, May 2016
Schuh stands out as fun brand
Figure 51: User profile of Schuh, May 2016
Dune has lower levels of awareness
Figure 52: User profile of Dune, May 2016
Kurt Geiger seen as expensive but trendsetting
Figure 53: User profile of Kurt Geiger, May 2016
Hotter Shoes highly trusted among over-55s
Figure 54: User profile of Hotter Shoes, May 2016
Office seen as stylish
Figure 55: User profile of Office, May 2016
THE CONSUMER – WHAT YOU NEED TO KNOW
Sports stores lead for footwear
Amazon most popular for buying shoes online
Men are driving footwear sales in-store
Women favour flats over heels
Trainers are men’s favourite footwear
Comfort wins over fashion
Women struggle with fit
43% buy discounted shoes
Using personalisation to drive sales
WHO SHOPS WHERE?
Sports stores lead for footwear
Figure 56: Retailers from which consumers have bought footwear in the last 12 months, in-store and online, May 2016
Primark most popular retailer
Specialists
Amazon most popular for buying shoes online
Men are driving footwear sales in-store
Figure 57: Channels from which consumers have bought footwear in the last 12 months, by gender and age, May 2016
People stick to same retailer to buy shoes
Figure 58: Leading footwear retailers, number of retailers used, in-store and online, May 2016
TYPES OF FOOTWEAR PURCHASED
Women favour flats over heels
Figure 59: Percentage of women who have bought shoes from each shoe category, May 2016
Trainers become more popular for women
Trainers are men’s favourite footwear
Figure 60: Percentage of men who have bought shoes from each shoe category, May 2016
ATTITUDES TOWARDS BUYING FOOTWEAR
Comfort wins over fashion
Figure 61: Attitudes towards buying footwear, May 2016
Men will pay more for quality
Women struggle with fit
FOOTWEAR PREFERENCES
43% buy discounted shoes
Figure 62: Agreement with statements about footwear, May 2016
Older consumers prefer buying shoes in-store
Figure 63: Agreement with statements about footwear, by age, May 2016
Trend for sporty footwear
INTEREST IN INNOVATIONS
Using personalisation to drive sales
Figure 64: Interest in innovation when buying footwear, May 2016
Smart shoes
Methodology
Catering to ageing population with more size options
Figure 65: Footwear innovations – CHAID – Tree output, June 2016
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Figure 66: Footwear innovations – CHAID – Table output, June 2016
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 67: UK footwear sales, best- and worst-case forecast, 2016-21

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