Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Value of the footwear market in the UK remains unmoved in 2018
-
- Figure 1: UK footwear sales, best- and worst-case forecast, 2013-23
- Footwear specialists and clothing retailers continue to struggle
-
- Figure 2: Estimated distribution of spending on footwear, by type of retailer, 2015-18
- Unseasonable weather affected 2018 footwear sales
-
- Figure 3: Year-on-year difference of UK monthly mean temperature and footwear retail sales, 2018
- People concerned about Brexit, despite earnings outstripping inflation
-
- Figure 4: Average weekly earnings (total pay) vs inflation, January 2016-December 2018
- Companies and brands
- Clarks continues to struggle
- JD Sports remains the largest footwear retailer in the UK
-
- Figure 5: Estimated market shares for top 10 retailers of footwear, by value, 2017 and 2018
- Online footwear sales reached £2.3 billion in 2018
- The consumer
- Trainers are the most popular style across all categories
-
- Figure 6: Styles of women’s footwear purchased, February 2019
-
- Figure 7: Styles of children's footwear purchased, February 2019
- Sports Direct remains the most popular retailer for footwear
-
- Figure 8: Retailers footwear has been purchased from, February 2019
- Quality is the most important factor when choosing a retailer
-
- Figure 9: Top factors in deciding where to purchase footwear, February 2019
- People buy footwear out of necessity
-
- Figure 10: Reasons footwear was bought, February 2019
- The opportunity in non-leather shoes
-
- Figure 11: Footwear shopper behaviour towards more ethical shopping, February 2019
- What we think
Issues and Insights
-
- Importance of getting online right
- The facts
- The implications
- More innovation needed in the sector
- The facts
- The implications
-
- Figure 12: Dr. Martens DIY customisation tour, with tattoo artist Adam Vu Noir, 2019
- Growing demand for sustainable footwear
- The facts
- The implications
-
- Figure 13: Zalando’s sustainability filter in action, 2019
The Market – What You Need to Know
-
- Value of the footwear market in the UK remains unmoved in 2018
- Women’s and children’s shares of the footwear market grow.
- Footwear specialists and clothing retailers continue to struggle
- Unseasonable weather affected 2018 footwear sales
- Bad year for department stores
- People concerned about Brexit
Market Size and Forecast
-
- Value of the footwear market in the UK remains stagnant in 2018
-
- Figure 14: UK footwear sales, best- and worst-case forecast, 2013-23
- Footwear forecast
-
- Figure 15: UK footwear sales, at current and 2018 prices, 2013-23
- Uncertainty surrounding Brexit
- Women’s and children’s shares of the footwear market grow
-
- Figure 16: UK footwear sales, segmented by market value and percentage share, 2016-18
- Figure 17: UK footwear sales, segmented by women’s, men’s and children’s, % share, 2016-18
- Forecast methodology
Channels to Market
-
- Footwear specialists and clothing retailers continue to struggle
-
- Figure 18: Estimated distribution of spending on footwear, by type of retailer, 2015-18
- Sports and pureplay retailers gain share
-
- Figure 19: Estimated distribution of spending on footwear, by type of retailer, 2015-18
Market Drivers
-
- Sportswear continues to grow
-
- Figure 20: Sportswear and outdoorwear categories purchased, September 2018
- Number of school-aged children predicted to increase
-
- Figure 21: Projected year-on-year percentage population change, based on 2016 projections, by age at last birthday, 2013-22
- Figure 22: Projected (2017-based projections) UK population at mid-years, by age at last birthday, 2013-22
-
- Figure 23: Products purchased for the start of the school term, October 2018
- Unseasonable weather affected 2018 footwear sales
-
- Figure 24: Year-on-year difference of UK monthly mean temperature and footwear retail sales, 2018
- Footfall continues to decline
-
- Figure 25: Year-on-year footfall change, by location, January 2015-January 2019
- Bad year for department stores
- Fewer people purchased fashion items over the summer
-
- Figure 26: Trends in items respondents have purchased for themselves, September and December 2017-18
- People concerned Brexit will negatively affect their ability to spend…
-
- Figure 27: Economic outlook consumer tracker, January 2019
- …despite earnings outstripping inflation
-
- Figure 28: Average weekly earnings (total pay) vs inflation, January 2016-December 2018
Companies and Brands – What You Need to Know
-
- Clarks continues to struggle
- LK Bennett goes into administration
- JD Sports buys Footasylum
- Online footwear sales reached £2.3 billion in 2018
- Footwear advertising expenditure increases 40% in 2018
- Multi-brand retailers struggle to differentiate themselves
Leading Footwear Retailers
-
- Leading specialists struggle
- Clarks sales and profits decline
- LK Bennett goes into administration
-
- Figure 29: Leading footwear specialists: UK revenues, 2014-18
- Kurt Geiger head office shake-up amid expansion plans
- Over-reliance on department stores hits specialists
- Shoe Zone’s store strategy proves a success, as sales and profits grow
-
- Figure 30: Leading footwear specialists: UK outlet numbers, 2014-18
- Dune focuses on international expansion
- Sales per outlet
-
- Figure 31: Leading footwear specialists: estimated UK sales per outlet, 2014-18
- Operating profit
-
- Figure 32: Leading footwear specialists: UK operating profits, 2014-18
Leading Non-Specialists
-
- JD strengthens its position as top non-specialist retailer
- JD Sports buys Footasylum
-
- Figure 33: Leading non-specialist retailers: estimated footwear sales (excluding VAT), 2014-18
- Sports Direct’s UK sales slip as it continues buying spree
- M&S increases focus on footwear
- Retail offering
-
- Figure 34: Leading non-specialist retailers: positioning, offer and brands stocked, 2019
Market Share
-
- JD Sports bolsters its lead
-
- Figure 35: Estimated market shares for top 10 retailers of footwear, by value, 2017 and 2018
- Figure 36: Estimated market shares for top 20 retailers of footwear, 2014-18
Online
-
- Online footwear sales reached £2.3 billion in 2018
- Technology makes online shopping easier
-
- Figure 37: Size? use of Fit Finder sizing tool, 2019
- Pureplay retailers expand footwear offering
-
- Figure 38: Estimated online sales of footwear, 2014-18
- Distribution
-
- Figure 39: Estimated distribution of online sales, 2014-18
- Case study: Amazon’s share of the market is growing
Launch Activity and Innovation
-
- Smart shoes
-
- Figure 40: Jimmy Choo Voyager mobile phone app, 2019
- Shoes with ‘learning insoles’
- Footwear collaborations
- Puma teams up with Porsche
-
- Figure 41: Porsche Design Speedcat Jamming, 2019
- Jaguar Land Rover and Clarks collaborate on menswear collection
- Dr. Martens collaborations
-
- Figure 42: Dr. Martens x BAPE, 2018
- ASICS x Vivienne Westwood
-
- Figure 43: ASICS x Vivienne Westwood collection, 2019
- GZ x Rita Ora
- Size? sells exclusive adidas Originals Colnago collection
- Mytheresa and Tod’s
-
- Figure 44: Mytheresa’s exclusive collection with Tod’s, 2018
- Limited editions
- adidas x TfL
- Mahabis collaborates with Penguin
-
- Figure 45: Mahabis x Penguin Modern Classics, 2018
- Footwear launches
- Dune launches new affordable fashion-forward footwear brand
- Mr Porter’s brand launches footwear
-
- Figure 46: Mr P. boots, 2019
- Sustainable footwear
- Nike’s VaporMax 2
- Allbirds opens first UK store
-
- Figure 47: Allbirds London store, 2018
- M&S uses social media influencers for footwear collection
-
- Figure 48: Erica Davies, one of the bloggers M&S collaborated with for its blogger footwear collection, 2019
- Creative footwear retail concepts
- Nike’s new New York City flagship is its most innovative yet
-
- Figure 49: Nike’s new flagship store in New York, 2018
- Merging the physical retailing with online
- Lloyd offers home delivery from airport stores
- Footwear vending
- ECCO opens new unit in shopping centre
-
- Figure 50: ECCO’s new store in St David’s in Cardiff, 2019
- Dr. Martens factory
- Socially minded endeavours help brands stand out from the crowd
Advertising and Marketing Activity
-
- Total advertising expenditure up 40.4% year on year
-
- Figure 51: Total above-the-line online display and direct mail advertising expenditure on footwear, 2015-18
- Budget-friendly brand Newchic is sector’s highest-spending advertiser
-
- Figure 52: Total recorded above-the-line, online display and direct mail total advertising expenditure on footwear, by leading advertisers, 2015-18
- Key campaigns
- Skechers advert courts controversy
- Parley for the Oceans plastic campaign
- Clarks back-to-school campaign
- Dune: Clothes are overrated
-
- Figure 53: Dune London’s ‘Clothes are Overrated’ campaign, 2019
- Use of influencers in campaigns
- JD Sports teams up with fashion blogger Lily Kitten
- Kurt Geiger releases campaign with Susie Bubble for London Fashion Week
-
- Figure 54: Kurt Geiger’s ‘Colourful Characters’ campaign featuring Susie Lau, 2019
- Half of total advertising expenditure spent on digital advertising
-
- Figure 55: Total above-the-line online display and direct mail advertising expenditure on footwear, by media type, 2018
- Leading advertisers’ advertising spend by media type
-
- Figure 56: Leading advertisers’ total recorded above-the-line, online display and direct mail total advertising expenditure on footwear, by media type, 2018
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 57: Attitudes towards and usage of selected brands, March 2019
- Key brand metrics
-
- Figure 58: Key metrics for selected brands, March 2019
- Brand attitudes: Clarks stands out for customer service and being trustworthy
-
- Figure 59: Attitudes, by brand, March 2019
- Brand personality: Schuh, Office and Footasylum are seen as fun brands
-
- Figure 60: Brand personality – macro image, March 2019
- Brand personality: Hotter perceived to be expensive
-
- Figure 61: Brand personality – micro image, March 2019
- Brand analysis
- Foot Locker struggles to differentiate itself
-
- Figure 62: User profile of Foot Locker, March 2019
- Office stylish and aspirational but impersonal
-
- Figure 63: User profile of Office, March 2019
- Clarks high brand awareness and usage
-
- Figure 64: User profile of Clarks, March 2019
- Schuh fun and stylish
-
- Figure 65: User profile of Schuh, March 2019
- Footasylum suffers from low awareness and usage
-
- Figure 66: User profile of Footasylum, March 2019
- Hotter expensive and somewhat boring
-
- Figure 67: User profile of Hotter, March 2019
C&J Clark
-
- What we think
- Brings in former Geox boss as chief executive
- UK manufacturing a missed opportunity in maintaining brand heritage
- Creates single stock pool to boost online sales
- New store design to continue rollout?
- Launches children’s literacy skills initiative
- Company background
- Company performance
-
- Figure 68: C&J Clark (UK and ROI): group financial performance, 2013/14-2017/18
-
- Figure 69: C&J Clark (UK and ROI): outlet data, 2013/14-2017/18
- Retail offering
Deichmann Schuh
-
- What we think
- Filling in gaps in European network
- Continues with growth of smaller formats
- Franchise move could show way ahead in Balkans and Eastern Europe
- Pursues younger consumers
- Company background
- Company performance
-
- Figure 70: Deichmann Schuh: group financial performance, 2013-18
-
- Figure 71: Deichmann Schuh: outlet data, 2013-18
- Retail offering
Foot Locker Europe
-
- What we think
- Shifts investment focus towards digital
- Revamping its store base
- Invests in tie-ups with brands
- Buys into the second-hand trainer market
- Company background
- Company performance
-
- Figure 72: Foot Locker Europe: group financial performance, 2014/15-2018/19
-
- Figure 73: Foot Locker Europe: outlet data, 2014/15-2018/19
- Retail offering
The Consumer – What You Need to Know
-
- Trainers are the most popular style across all categories
- More people shop online for footwear
- Sports Direct remains the most popular retailer for footwear
- Quality is the most important factor when choosing a retailer
- People buy footwear out of necessity
- The opportunity in non-leather shoes
Types of Footwear Bought
-
- Heeled styles prove to be least popular
-
- Figure 74: Styles of women’s footwear purchased, February 2019
- Trainers are the most popular style across all categories…
-
- Figure 75: Styles of men’s footwear purchased, February 2019
-
- Figure 76: Gucci sport sandals, 2019
- …and are also the style most likely to be bought for others
- Women are most likely to buy footwear for others
-
- Figure 77: Footwear bought, by gender of buyer, February 2019
- Men purchase fewer styles of footwear
-
- Figure 78: Repertoire of styles purchased, by gender, February 2019
Types of Children’s Footwear Bought
-
- Trainers continue to be more popular purchase than school shoes…
-
- Figure 79: Styles of children's footwear purchased, February 2019
- …as they prove popular for children of all ages
-
- Figure 80: Styles of children's footwear purchased, by age of children in household, February 2019
- Households with children aged 5-11 purchase the most styles
-
- Figure 81: Repertoire of styles purchased, by age of children in household, February 2019
Where Footwear is Bought
-
- Online purchasing grows across all ages
-
- Figure 82: Channels used for footwear purchasing, by age, February 2019
- Specialist stores prove most popular…
-
- Figure 83: Types of retailer footwear was purchased from, February 2019
- …particularly with in-store shoppers
-
- Figure 84: Type of retailers footwear was bought at, by channel used, February 2019
- Sports Direct most popular retailer for footwear
-
- Figure 85: Retailers footwear has been purchased from, February 2019
- Sports retailers prove more popular with male shoppers
-
- Figure 86: Percentage who shopped for footwear at a sports retailer, by age and gender, February 2019
-
- Figure 87: Nike campaign with the then 9 year old skateboarder, Sky Brown, 2018
- Younger shoppers buy footwear from several retailers
-
- Figure 88: Repertoire of retailers purchased from, by age, February 2019
Choosing a Footwear Retailer
-
- Quality is the most important factor when choosing a retailer
-
- Figure 89: Top factors in deciding where to purchase footwear, February 2019
- Highlighting quality can make footwear retailers stand out
- British-made more important for older shoppers
-
- Figure 90: People who ranked ‘sells British-made footwear’ as a top factor in deciding where to purchase footwear, by age, February 2019
Reasons for Buying Footwear
-
- Most buy footwear out of necessity
-
- Figure 91: Reasons footwear was bought, February 2019
- A quarter purchased footwear based on the weather
-
- Figure 92: Kurt Geiger’s Rita boot in pink, 2019
- Women more likely to buy shoes for different events
-
- Figure 93: Events footwear was bought for, by gender, February 2019
-
- Figure 94: Repertoire of reasons used for purchasing footwear, by gender, February 2019
Behaviour towards Footwear
-
- Comfort, quality and range of sizes more important than fashion
-
- Figure 95: Footwear shopper behaviour towards comfort, quality, and fashion, February 2019
- The way people shop for footwear is changing
-
- Figure 96: Behaviour towards shopping for footwear, by age, February 2019
-
- Figure 97: Making of the Diemme Arket Anatra boot, 2019
- Online seen to have a price advantage
-
- Figure 98: Footwear shopper behaviour towards online and offline purchasing of footwear, February 2019
- Young, male shoppers are most susceptible to online endorsements
-
- Figure 99: Behaviour towards influencers, by age and gender, February 2019
- Consumers are concerned about ethics
-
- Figure 100: Footwear shopper behaviour towards more ethical shopping, February 2019
- Non-leather shoes: the next big thing?
-
- Figure 101: Stella McCartney x Stan Smith, 2018
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
- Forecast methodology
-
- Figure 102: UK footwear sales, best- and worst-case forecast, 2018-23
Back to top