Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Spending and inflation
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- Figure 1: Germany: Consumer spending on footwear (incl. VAT), 2012-16
- Figure 2: Germany: Consumer prices, annual % change, July 2015 –January 2017
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- Figure 3: Germany: Consumer spending on footwear (inc VAT) by segment, 2015
- Channels of distribution
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- Figure 4: Germany: Estimated channels of distribution for footwear spending, 2016
- Sector size and forecast
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- Figure 5: Germany: Footwear specialists’ sales growth, excl VAT, 2012-16
- Leading players
- Key metrics
- Market shares
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- Figure 6: Germany: Leading specialist footwear retailers: Shares of specialist footwear retailers’ sales, 2014-16
- Online
- The consumer
- Where and how they shop for footwear
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- Figure 7: Germany: Where they shop for footwear, in-store or online, February 2017
- Attitudes to shopping for footwear
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- Figure 8: Germany: Attitudes to shopping for footwear, February 2017
- What we think
Issues and Insights
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- Footwear specialists outshine the market
- The facts
- The implications
- Amazon and the pureplays pose the greatest competition
- The facts
- The implications
The Market – What You Need to Know
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- Footwear spending picks up in 2016
- Pureplays grow their share of spending
- Clothing specialists lose share
- Specialists outperform the market
Market Size
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- Solid economic performance
- Footwear spending grows ahead of clothing
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- Figure 9: Germany: Consumer spending on footwear and clothing (incl. VAT), 2012-16
- Inflation
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- Figure 10: Germany: Consumer prices, annual % change, 2012-16
- Figure 11: Germany: Consumer prices, annual % change, July 2015 –January 2017
Market Segmentation
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- Figure 12: Germany: Consumer spending on footwear (inc VAT) by segment, 2015
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Channels of Distribution
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- Specialists dominate the market
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- Figure 13: Germany: Estimated channels of distribution for footwear spending, 2016
Sector Size and Forecast
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- Footwear specialists’ sales growth accelerates
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- Figure 14: Germany: Footwear specialists’ sales, excl VAT, 2012-16
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- Figure 15: Germany: Footwear specialists’ sales, Forecasts, excl VAT, 2017-21
Leading Players – What You Need to Know
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- Specialists invest in multichannel developments
- Deichmann the market leader
- Rising demand for footwear online
- Otto the biggest retailer for shoes online
Leading Players
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- Deichmann surging ahead
- Görtz implements restructuring and refurbishments
- Foot Locker failing to keep pace
- Consolidation
- Polish discounter CCC gains foothold
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- Figure 16: Germany: Leading specialist footwear retailers, Sales, 2014-16
- Figure 17: Germany: Leading specialist footwear retailers, Outlet numbers, 2014-16
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- Figure 18: Germany: Leading specialist footwear retailers, Sales per outlet, 2014-16
Market Shares
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- Figure 19: Germany: Leading specialist footwear retailers: Shares of specialist footwear retailers’ sales, 2014-16
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Online
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- Online activity and device usage
- Shopping online
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- Figure 20: Germany: Percentage buying online in last 12 months, 2011-16
- Online sales
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- Figure 21: Germany: Online sales of clothing and footwear, incl. VAT, 2014-16
- Leading online players
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- Figure 22: Germany: Leading online footwear retailers, 2015-16
The Consumer – What You Need to Know
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- Close to nine in ten buy footwear
- Specialists the preferred retailer
- Amazon comes second to only the specialists
- Comfort and quality over fashion and price
- Unseasonal weather hampers German shoe spending
Who Shops for Footwear
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- Figure 23: Germany: Who has bought footwear for themselves over the last 12 months, by gender and age, February 2017
- Young men the most likely to buy shoes online
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- Figure 24: Germany: Who has bought footwear for themselves over the last 12 months, in-store or online, by gender and age, February 2017
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Where They Shop for Footwear
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- Specialist footwear retailers dominate
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- Figure 25: Germany: Where they shop for footwear, net in-store or online, February 2017
- Amazon is the top online retailer
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- Figure 26: Germany: Where they shop for footwear, in-store or online, February 2017
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- Figure 27: Germany: Where young shoppers buy footwear online, February 2017
- Non-specialists hold most appeal among the young
- Independent shoe stores attract an older demographic
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- Figure 28: Germany: Profile of those who had bought footwear in-store or online, by type of retailer used, February 2017
Attitudes to Shopping for Footwear
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- Comfort and quality over fashion and price
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- Figure 29: Germany: Attitudes to shopping for footwear, February 2017
- Made in Germany lacks esteem
- Finding a solution to fit
- Unseasonal weather hampers German shoe spending
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- Figure 30: Germany: Attitudes to shopping for footwear, February 2017
- Supermarket shoppers value comfort and low prices
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- Figure 31: Germany: Attitudes to shopping for footwear, crossed by where they shop for footwear net online and in-store, February 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
C&J Clark
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- What we think
- Clarks brand still strong but needs to shift perceptions
- Slow to latch on to Athleisure growth
- A need to build a multichannel business
- Reorganising to improve efficiency
- Moving towards more structured promotional periods
- Company background
- Company performance
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- Figure 32: C&J Clark (UK): group financial performance, 2012/13-2016/17
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- Figure 33: C&J Clark (UK): outlet data, 2012/13-2016/17
- Figure 34: C&J Clark: European stores outside UK & RoI, April 2017
- Retail offering
Deichmann Schuh
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- What we think
- Rack concept helps Deichmann stand out
- Diversifying the brand portfolio
- Expanding geographically
- Omnichannel outlets merge shops and online
- Ship2Home responds to customer disappointment
- Ellie Goulding collection taps into celebrity interest
- Where now?
- Company background
- Company performance
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- Figure 35: Deichmann Schuh: group financial performance, 2012-16
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- Figure 36: Deichmann Schuh: outlet data, 2012-16
- Retail offering
Ludwig Görtz
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- What we think
- Lack of profitability hurts ability to invest
- An opportunity for differentiation?
- Exclusive brands potential
- Where now?
- Company background
- Company performance
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- Figure 37: Ludwig Görtz: group financial performance, 2011-15
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- Figure 38: Ludwig Görtz: outlet data, 2011-15
- Retail offering
Schuh
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- What we think
- Focusing on fashion
- Investing in technology
- Where now?
- Company background
- Company performance
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- Figure 39: Schuh (UK): group* financial performance, 2012/13-2016/17
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- Figure 40: Schuh (UK): outlet data, 2012/13-2016/17
- Retail offering
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