Table of Contents
Executive summary
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- The market
- The economy
- Consumer spending
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- Figure 1: Spain: 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
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- Figure 2: Spain: Leading specialist footwear retailers’ estimated shares of total specialist footwear retailers’ sales, 2020
- Online
- The consumer
- How they shop
- Where they shop
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- Figure 3: Spain: Where they shop for footwear, January 2021
- Footwear shopping attitudes and behaviours
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- Figure 4: Spain: Attitudes to shopping for footwear, January 2021
Impact of COVID-19 on Footwear Retailing
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- Short, medium and long term impact on the sector
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- Figure 5: 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
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- Figure 6: 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
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- Figure 7: 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
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- Figure 8: Upcycled Melissa x Rombaut collaboration, 2021
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- Figure 9: 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
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- Figure 10: 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
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- Figure 11: 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
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- Figure 12: Europe: Changes to shopping behaviour since the start of the COVID-19 outbreak, April 2021*
- Clothing and footwear continues to be low spending priority
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- Figure 13: 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
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- Figure 14: 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
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- Figure 15: 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
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- Figure 16: Europe: consumers shopping more online, by gender and age, April 2021*
- Women and older people trying to limit time spent in-store
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- Figure 17: 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
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- Figure 18: Europe: consumers shopping more from local businesses, by gender and age, November 2020*
- COVID-19: Market context
- UK
- France
- Germany
- Italy
- Spain
Issues and insights
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- COVID-19 pandemic makes digital imperative
- Value will be increasingly important
- Specialist footwear retailers need to raise their game
The market – Key takeaways
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- COVID-19 impacts economic growth and financial security
- Growth in footwear spending drops off a cliff
- Online will not offset lost store-based sales for most specialists
- Footwear inflation above overall rate
- Specialists still losing share
Consumer spending
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- COVID-19 hits the economy hard
- Spending on footwear plummetting
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- Figure 19: Spain: Consumer spending on footwear (including VAT), 2015-20
Sector size and forecast
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- Footwear specialists look set to be among the worst hit by COVID-19
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- Figure 20: Spain: Footwear retailers’ sales, excluding VAT, 2016-20
- Figure 21: Spain: Footwear retailers’ sales, Forecasts, excluding VAT, 2021-25
- Inflation
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- Figure 22: Spain: Consumer price inflation on footwear, clothing and all items, annual % change, 2016-20
- Figure 23: Spain: Consumer price inflation on footwear, clothing and all items, annual % change, January 2020-February 2021
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- Figure 24: Spain: Consumer price inflation on footwear, monthly % change, January 2020-February 2021
Channels of distribution
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- Specialists continue losing share
- Clothing stores pose stiff opposition to specialists
- Sports stores: a key channel
- El Corte Inglés still a major player
- Online pureplays led by Amazon
Companies and brands – Key takeaways
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- A fragmented sector
- Merkal launches a transformation plan
- Marypaz announces a new re-structuring following takeover
- Deichmann muscles in
- Online sales of footwear still relatively modest in Spain
Leading players
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- Merkal launches a transformation plan
- Marypaz announces a new re-structuring following takeover
- Geox: a chain with a clear product differentiator
- Loewe strength comes from luxury positioning
- Deichmann muscles in
- Camper embarks on a new sustainability initiative
- Pikolinos focuses on digitization while leveraging AI to predict size
- Krack offers footwear sales via WhatsApp video call
- French Courir plans to enter Spain
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- Figure 25: Spain: Leading specialist footwear retailers, sales, 2016-20
- Figure 26: Spain: Leading specialist footwear retailers, outlet numbers, 2016-20
Market shares
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- Figure 27: Spain: Leading specialist Footwear retailers’ sales as share of specialist footwear retailers’ sales, 2016-20
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Online
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- Online activity
- Shopping for footwear online
- Online sales of footwear
- Leading online players
The consumer – Key takeaways
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- Footwear purchasing falls as pandemic means more staying at home
- Non-specialists are most popular place to buy footwear
- Amazon is the top place to buy footwear followed by Sports shops
- Consumer profiles of shoppers at specialists
- Sizing advice could boost online sales
- Brands are recommended to keep pricing budget-friendly
- Potential scope for offering more flexible payment options
How they shop for footwear
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- Figure 28: Spain: Purchasing of any footwear in last 12 months, 2019-21
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- Figure 29: Spain: How they shop for footwear, January 2021
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Where they shop for footwear
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- Figure 30: Spain: Where they shop for footwear, January 2021
- Specialists resonate more with female buyers
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- Figure 31: Spain: Where they shop for footwear, By gender, January 2021
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- Figure 32: Spain: Where they shop for footwear, by age, January 2021
- Amazon is most popular place to buy footwear followed by sports shops
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- Figure 33: Spain: Where they shop for footwear, January 2021
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- Figure 34: Spain: Where they shop for footwear by gender and age, January 2021
- Specialists need to up their game
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- Figure 35: Spain: Where they shop for footwear by net monthly household income, January 2021
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- Figure 36: Spain: Where they shop for footwear by age of children under 22 in household, January 2021
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Footwear shopping attitudes and behaviours
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- Focus on value likely to increase
- COVID-19 dividend for sales of sports/exercise footwear
- Sizing tech would encourage purchasing online
- Returns must be simple and free
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- Figure 37: Spain: Attitudes to shopping for footwear, January 2021
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- Figure 38: Spain: Attitudes to shopping for footwear by demographics, January 2021
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- Figure 39: Spain: Attitudes to shopping for footwear, by how they shop, January 2021
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