Table of Contents
Executive Summary
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- The market
- Footwear to grow 5.4% in 2016
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- Figure 1: UK footwear sales, best- and worst-case forecast, 2011-21
- Men’s shoes are growing at a faster rate
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- 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
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- Figure 3: Leading footwear specialists: compound annual growth rates in net revenues, 2011-14*
- Clarks is most trusted brand
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- Figure 4: Attitudes towards and usage of selected retailers, May 2016
- Digitally connected store
- The consumer
- Sports stores lead for footwear
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- 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
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- Figure 6: Percentage of women who have bought shoes from each shoe category, May 2016
- Comfort wins over fashion
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- Figure 7: Attitudes towards buying footwear, May 2016
- 43% buy discounted shoes
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- Figure 8: Agreement with statements about footwear, May 2016
- Using personalisation to drive sales
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- Figure 9: Interest in innovation when buying footwear, May 2016
- What we think
Issues and Insights
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- 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
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- 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
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- Footwear to grow 5.4% in 2016
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- Figure 10: UK footwear sales, best- and worst-case forecast, 2011-21
- Footwear to grow 25% by 2021
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- Figure 11: UK footwear sales, at current prices, 2011-21
- Market segmentation
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- 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
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- Men as keen footwear buyers as women
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- Figure 14: Spending habits on fashion, by gender, February 2016
- Footwear spend grows more than clothing
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- Figure 15: Consumer spending on clothing and footwear (including VAT), 2011-15
- Consumer prices
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- Figure 16: Consumer prices index annual % change for footwear, clothing and all items, September 2015-May 2016
- Appealing to an ageing population
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- Figure 17: Trends in the age structure of the UK population, 2010-20
- Obesity drives demand for wider shoe fits
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- Figure 18: Proportion of obese population, by gender, 2009-14
Key Players – What You Need to Know
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- 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
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- 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
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- Young and premium specialists lead
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- Figure 19: Leading footwear specialists: compound annual growth rates in net revenues, 2011-14*
- Sales
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- Figure 20: Leading footwear specialists: UK Revenues, 2011-15
- Stores
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- Figure 21: Leading footwear specialists: UK Outlet numbers, 2011-15
- Sales per outlet
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- Figure 22: Leading footwear specialists: Sales per outlet, 2011-15
- Operating profits and margins
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- Figure 23: Leading footwear specialists: UK Operating profits, 2011-15
- Figure 24: Leading footwear specialists: UK Operating margins, 2011-15
Leading Non-Specialist Retailers
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- Leading non-specialists: financial data
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- Figure 25: Leading non-specialist retailers’ estimated footwear sales (excluding VAT), 2012-15
- The consumer – Shopping at non-specialists
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- Figure 26: Retailers that consumers have purchased footwear from in the last 12 months, May 2016
- Leading non-specialists: retail offering
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- Figure 27: Leading non-specialist retailers: Positioning, offer and brands stocked, July 2015
Channels of Distribution
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- Footwear specialists account for 43% of distribution
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- Figure 28: Distribution of spending on footwear, by type of retailer, 2016 (est)
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- Figure 29: Estimated distribution of spending on footwear, by type of retailer, 2015 and 2016
- Specialists lose market share
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- Figure 30: Estimated share of footwear spending taken by footwear specialists, 2012-16
Market Shares
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- Sports retailers dominate market share
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- 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
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- Online to account for 18.6% of footwear sales
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- Figure 33: Estimated online sales of footwear (including VAT), 2014-17
- Distribution: Pureplays vs multichannel retailers
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- Figure 34: Estimated distribution of online sales (including VAT), 2015 and 2016
- Online market leaders
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- Figure 35: Leading online footwear retailers: estimated net online revenues and online market shares, (excluding VAT), 2015
- Where consumers shop online
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- Figure 36: Retailers that consumers have purchased footwear from online in the last 12 months, May 2016
Competitive Strategies
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- Retail offering and brand positioning
- Digital activity
- New developments
Space Allocation Summary
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- Specialists’ space allocation summary
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- Figure 37: Specialist footwear retailers’ space allocation estimates, June 2016
- Specialists’ detailed space allocation estimates
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- Figure 38: Specialist footwear retailers’ detailed space allocation estimates, June 2016
- Non-specialists’ space allocation overview
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- Figure 39: Non-specialist retailers’ footwear space allocation estimates, June 2016
- Non-specialists’ detailed space allocation estimates
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- Figure 40: Non-specialist retailers’ detailed footwear space allocation estimates, June 2016
- In-store footwear as percentage of total selling space in non-specialists
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- Figure 41: Estimated in-store footwear as percentage of total selling space in non-specialist footwear retailers, June 2016
Advertising and Marketing Activity
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- Advertising spend accelerates in 2015
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- 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
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- 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
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- 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
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- What you need to know
- Brand map
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- Figure 45: Attitudes towards and usage of selected retailers, May 2016
- Key brand metrics
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- Figure 46: Key metrics for selected retailers, May 2016
- Brand attitudes – Kurt Geiger is worth paying more for
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- Figure 47: Attitudes, by retailer, May 2016
- Brand personality – Hotter is seen as an ethical brand
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- Figure 48: Brand personality – Macro image, May 2016
- Schuh is an exciting brand
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- Figure 49: Brand personality – Micro image, May 2016
- Brand analysis
- Clarks is highly trusted
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- Figure 50: User profile of Clarks, May 2016
- Schuh stands out as fun brand
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- Figure 51: User profile of Schuh, May 2016
- Dune has lower levels of awareness
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- Figure 52: User profile of Dune, May 2016
- Kurt Geiger seen as expensive but trendsetting
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- Figure 53: User profile of Kurt Geiger, May 2016
- Hotter Shoes highly trusted among over-55s
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- Figure 54: User profile of Hotter Shoes, May 2016
- Office seen as stylish
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- Figure 55: User profile of Office, May 2016
The Consumer – What You Need to Know
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- 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?
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- Sports stores lead for footwear
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- 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
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- 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
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- Figure 58: Leading footwear retailers, number of retailers used, in-store and online, May 2016
Types of Footwear Purchased
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- Women favour flats over heels
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- 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
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- Figure 60: Percentage of men who have bought shoes from each shoe category, May 2016
Attitudes towards Buying Footwear
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- Comfort wins over fashion
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- Figure 61: Attitudes towards buying footwear, May 2016
- Men will pay more for quality
- Women struggle with fit
Footwear Preferences
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- 43% buy discounted shoes
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- Figure 62: Agreement with statements about footwear, May 2016
- Older consumers prefer buying shoes in-store
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- Figure 63: Agreement with statements about footwear, by age, May 2016
- Trend for sporty footwear
Interest in Innovations
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- Using personalisation to drive sales
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- Figure 64: Interest in innovation when buying footwear, May 2016
- Smart shoes
- Methodology
- Catering to ageing population with more size options
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- Figure 65: Footwear innovations – CHAID – Tree output, June 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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- Figure 66: Footwear innovations – CHAID – Table output, June 2016
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 67: UK footwear sales, best- and worst-case forecast, 2016-21
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