Italy Footwear Retailing Market Report 2021
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Report Summary
“While the competitive environment for specialist footwear retailers is quite intense at present, we believe that, as the proportion of sales that go online increases, there is an opportunity for retailers to use their stores to expand the range of services they offer and own the foot health space. Online sales could be further boosted if retailers can introduce effective and user-friendly virtual fitting functionality. We also see a number of potential areas they could look to develop around the issues of sustainability and localism.”
– Michael Oliver, Retail Analyst
Key issues covered in this Report
- The impact of COVID-19 on the footwear retailing sector
- Channels used for buying footwear
- Which retailers and outlet types people buy footwear from
- The strategies of the major specialist footwear retailers and their online presence
- Opportunities for growth for specialist footwear retailers.
Table of Contents
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Overview
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- Key issues covered in this Report
- Areas covered in this Report
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Executive summary
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- The market
- Consumer spending
- Figure 1: Italy: trends in annual consumer spending on footwear, clothing and all items, 2015-20
- Sector size and forecast
- Channels of distribution
- Companies and brands
- Key metrics
- Market shares
- Figure 2: Italy: leading footwear specialists’ estimated shares of total specialist footwear retailer’s sales, 2020
- Online
- The consumer
- How they shop
- Figure 3: Italy: how footwear purchased by respondents or for their children in the past 12 months, January 2021
- Where they shop
- Figure 4: Italy: where footwear has been purchased in past 12 months, January 2021
- Footwear shopping attitudes and behaviours
- Figure 5: Italy: attitudes and behaviours relating to footwear, January 2021
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Impact of COVID-19 on Footwear Retailing
- Short, medium and long term impact on the sector
- Figure 6: Short, medium and long term impact of COVID-19 on online grocery retailing, April 2021
- Opportunities and threats
- Limiting time in-store could present new opportunities
- Figure 7: Decathlon’s ‘scan & go’ service, 2020
- Using technology to enhance service
- Providing a feeling of shopping in-store from home
- Brands experiment with new store formats
- Figure 8: Dr Martens pop-up at German department store Breuninger, Stuttgart, 2020
- Casualisation: a threat to formal and occasion driven footwear?
- How COVID-19 will reshape the industry
- Sustainability will be high on the agenda
- Figure 9: Upcycled Melissa x Rombaut collaboration, 2021
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- Figure 10: The Voronoi runner fully biodegradable trainer, 2020
- Rapid delivery could be a key differentiator going forwards
- Brands leverage Augmented Reality to help customers see how shoes will look
- The physical and the digital increasingly merge
- Discounters could strengthen their position in footwear
- The impact of COVID-19 on consumer behaviour across Europe
- COVID-19 concerns remain steady
- Figure 11: Europe: Those extremely worried about the risk of being exposed to COVID-19, March 2020-April 2021*
- Financial impact of crisis begins to be felt but worse still to come
- Figure 12: Europe: Financial impact of COVID-19, March 2021*
- More than half of Italians cutting back on non-essential spending
- Concern about spending time in-store highest in mainland Europe
- Click and collect helps to boost online capacity
- Contactless payment demand rises
- Local businesses benefit from consumers wishing to stay close to home
- Online shopping boom
- Figure 13: Europe: Changes to shopping behaviour since the start of the COVID-19 outbreak, April 2021*
- Clothing and footwear continues to be low spending priority
- Figure 14: Net balance* of expected spending on selected items in the next month, April 2021**
- Italians most likely to be planning to spend less on clothing and footwear
- Figure 15: Europe: expected spending on clothing and accessories (including footwear) in the next month, April 2021*
- How the crisis is impacting on key consumer segments
- Women tend to be more concerned about the virus
- Figure 16: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, April 2021*
- Growth in online shopping is across the board
- Figure 17: Europe: consumers shopping more online, by gender and age, April 2021*
- Women and older people trying to limit time spent in-store
- Figure 18: Europe: consumers trying to limit the time they spend in-store, by gender and age, April 2021*
- Older people most likely to be shopping more from local businesses
- Figure 19: Europe: consumers shopping more from local businesses, by gender and age, November 2020*
- COVID-19: Market context
- UK
- France
- Germany
- Italy
- Spain
- Short, medium and long term impact on the sector
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Issues and insights
- COVID-19 shifts footwear spending patterns and moves sales online
- Value sales dip more than volumes due to trading down
- Growth in online sales
- An opportunity to increase focus on footcare
- Stores can become more experiential…
- …and focus on what they do best
- Focus on fit
- A wider role?
- What other ways can footwear specialists differentiate themselves?
- Customer service and flexible payment opportunities
- Sustainability: retailers need to look at rental, second-hand and recycling
- A dedicated sustainability area?
- Stocking local products
- COVID-19 shifts footwear spending patterns and moves sales online
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The market – Key takeaways
- COVID damages an already weak economy
- Spending on footwear falls by nearly a quarter
- Specialist footwear retailers endure a difficult 2020…
- …and 2021 set to be little different
- COVID damages an already weak economy
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Consumer spending
- COVID damages an already weak economy
- Footwear spending suffers as a result of lockdown
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- Figure 20: Italy: Consumer spending on footwear (including VAT), 2015-20
- Market trends
- A growing trend of localism
- Sustainability is becoming an increasing priority
- COVID damages an already weak economy
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Sector size and forecast
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- Figure 21: Italy: comparison of indexed monthly retail sales of footwear, leather goods and travel items, 2018-20
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- Figure 22: Italy: Footwear retailers’ sales, excluding VAT, 2016-20
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- Figure 23: Italy: Footwear retailers’ sales, Forecasts, excluding VAT, 2021-25
- Inflation
- Figure 24: Italy: Consumer Prices, annual % change, 2016-20
- Figure 25: Italy: Consumer price inflation on footwear, clothing and all items annual % change, January 2020-February 2021
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- Figure 26: Italy: Consumer price inflation on footwear by detailed sector, January 2020-February 2021
- Channels of distribution
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Companies and brands – Key takeaways
- A fragmented market
- Retailers adopting a variety of channels
- Flexible payment option could help retailers to differentiate themselves
- Online takes off
- A fragmented market
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Leading players
- Globo
- Bata
- Foot Locker
- PittaRosso
- Scarpe&Scarpe
- Other leading players
- Figure 27: Italy: Leading specialist footwear retailers, sales, 2016-20
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- Figure 28: Italy: Leading specialist footwear retailers, outlet numbers, 2016-20
- Globo
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Market shares
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- Figure 29: Italy: Leading specialist footwear retailers: shares of specialist footwear retailers’ sales*, 2016-20
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Online
- Online activity
- Shopping for footwear online
- Online sales of footwear
- Leading online players
- Figure 30: Italy: trends in Google searches for leading specialist footwear retailers, January 2020-April 2021
- Online activity
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The consumer – Key takeaways
- Sizing technology could help shift more sales online
- Potential for D2C
- Specialists need to focus on what they do best
- An opportunity to improve levels of customer loyalty
- Scope for offering more flexible payment options
- Sizing technology could help shift more sales online
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How they shop for footwear
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- Figure 31: Italy: Purchasing of any footwear in past 12 months, 2017-21
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- Figure 32: Italy: how footwear purchased by respondents or for their children in the past 12 months, January 2021
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- Figure 33: Italy: in-store and online shoppers, how they break down by type, January 2021
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- Figure 34: Italy: key footwear shopper demographics (purchasers of any footwear for themselves or their children in the past 12 months), January 2021
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Where they shop for footwear
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- Figure 35: Italy: where footwear has been purchased in past 12 months, January 2021
- Independent shoe shops appeal most to older buyers
- Figure 36: Italy: where footwear has been purchased in past 12 months (footwear specialists), by age, January 2021
- Affluent households most likely to buy from independents
- Figure 37: Italy: where footwear has been purchased in past 12 months (footwear specialists), by net monthly household income, January 2021
- Multiple specialists heavily reliant on children’s footwear
- Figure 38: Italy: where footwear has been purchased in past 12 months (footwear specialists), by presence of children under 22 in the household, January 2021
- Footwear specialists have poor penetration among online-only shoppers
- Figure 39: Italy: where footwear has been purchased in past 12 months, by how they shop for footwear, January 2021
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- Figure 40: Italy: where footwear has been purchased in past 12 months, by where footwear has been purchased in past 12 months (selected retailers), January 2021
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Footwear shopping attitudes and behaviours
- Focus on value likely to increase
- COVID-19 impacts on formal footwear
- Shopper interest in help with online fitting/sizing technology could help retailers reduce return rates
- Investment required in making returns process as frictionless as possible
- Potential threat from direct-to-consumer channel?
- COVID-19 dividend for sales of sports/exercise footwear
- Figure 41: Italy: attitudes and behaviours relating to footwear, January 2021
- Sizing advice will reinforce existing online shoppers rather than attract in-store shoppers, who are more concerned about returns
- Figure 42: Italy: agreement with statements about sizing advice and returns (% answering yes), by channel used to shop for footwear, January 2021
- Younger consumers particularly interested in buying direct from social media
- Figure 43: Italy: agreement with statements about buying footwear directly from a social media page (% answering yes), by age, January 2021
- Focus on value likely to increase
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Appendix – Data sources and abbreviations
- Abbreviations
- Data sources
- Abbreviations
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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