Table of Contents
Executive Summary
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- The market
- Economy
- Consumer spending
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- Figure 1: Spain: Consumer spending on footwear (incl VAT), 2014-18
- Sector size and forecast
- Channels of distribution
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- Figure 2: Spain: Estimated distribution of footwear spending by channel, 2018
- Companies and brands
- Key metrics
- Market shares
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- Figure 3: Spain: Leading specialist footwear retailers’ estimated shares of total specialist footwear retailers’ sales, 2018
- Online
- The consumer
- Where they shop for footwear
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- Figure 4: Spain: Where they shop for footwear, February 2019
- Attitudes to footwear shopping
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- Figure 5: Spain: Attitudes to shopping for footwear, February 2019
- What we think
Issues and Insights
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- How can retailers with physical stores defend their position?
- The facts
- The implications
- What are the opportunities in the area of sustainability?
- The facts
- The implications
The Market – What You Need to Know
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- Spanish economy growing faster than other major EU nations
- Footwear spending growth slows
- Footwear specialists’ sales have stagnated
- Footwear inflation rising steadily but below overall rate
- Specialists still losing share
Consumer Spending
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- Healthy economic growth
- Growth in spending on footwear drops off
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- Figure 6: Spain: Consumer spending on footwear (incl. VAT), 2014-18
Sector Size and Forecast
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- Footwear specialists’ sales have stagnated
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- Figure 7: Spain: Specialist footwear retailers, sales (excl VAT), 2013-18
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- Figure 8: Spain: Specialist footwear retailers, forecast sales (excl VAT), 2019-23
Inflation
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- Figure 9: Spain: Consumer prices, annual % change, 2014-18
- Figure 10: Spain: Consumer price inflation on footwear, clothing and all items, annual % change, August 2017-January 2019
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Channels of Distribution
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- Specialists still losing share
- Sports stores growing their share
- Clothing stores also providing stiff opposition to specialists
- El Corte Inglés still a major player
- Online pureplays led by Amazon
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- Figure 11: Spain: Estimated distribution for footwear spending by channel, 2018
Leading Players – What You Need to Know
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- Merkal stagnates while Marypaz recovers
- Geox refocuses on owned stores
- Deichmann growing fast but profitability still elusive
- Online sales of footwear still relatively modest in Spain
Leading Players
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- Merkal sales little changed in recent years
- Marypaz revived following capital injection
- Geox refocuses on owned stores
- Loewe strength comes from luxury positioning
- Deichmann growing fast but profitability still elusive
- Camper refocuses on core brand
- Lamolla ventures into monobrand
- Pikolinos has looked abroad for growth
- Ulanka’s increasing e-commerce focus
- Krack shifts focus from franchises to its own stores
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- Figure 12: Spain: Leading specialist footwear retailers, sales, 2014-18
- Figure 13: Spain: Leading specialist footwear retailers, outlet numbers, 2014-18
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- Figure 14: Spain: Leading specialist footwear retailers, sales per outlet, 2014-18
Market Shares
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- Figure 15: Spain: Leading specialist footwear retailers’ shares of specialist footwear retailers’ sales, 2014-18
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Online
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- Online activity
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- Figure 16: Spain: Online purchasing in the past 12 months compared to other major European economies, 2014-18
- Shopping online
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- Figure 17: Spain: Online buyers of clothing/sports goods in last 12 months, 2014-18
- Online sales of footwear
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- Figure 18: Spain: estimated online sales by product category, 2017
- Leading online players
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- Figure 19: Spain: Estimated sales of footwear online by leading retailers, 2017-18
The Consumer – What You Need to Know
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- Similar levels of purchasing although over-65s significantly less likely to buy
- Non-specialists are most popular place to buy footwear
- Sports shops most popular places to buy footwear
- Marypaz and Merkal most popular specialists
- Lack of choice of sizes is a major issue
- Sustainability issues particularly important to Spanish shoppers
Who Shops for Footwear
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- Similar levels of purchasing although over-65s significantly less likely to buy
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- Figure 20: Spain: Who shops for footwear (all buyers), February 2019
Where They Shop for Footwear
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- Non-specialists are most popular place to buy footwear
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- Figure 21: Spain: Where they shop for footwear (broad types of retailer), February 2019
- Specialists failing to engage with younger buyers
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- Figure 22: Spain: Where they shop for footwear (broad types of retailer), by gender and age, february 2019
- Sports shops are most popular place to buy footwear
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- Figure 23: Spain: Where they shop for footwear, February 2019
- Leading specialist chains have very different customer profiles
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- Figure 24: Spain: Where they shop for footwear (leading specialists), by gender and age, February 2019
- Footwear buyers shop across a broad portfolio of outlets
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- Figure 25: Spain: Where else consumers shop for footwear, (leading specialists), february 2019
Attitudes to Footwear Shopping
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- Lack of choice of sizes is a major issue
- Substance over style…but not for all
- Sustainability already important for Spanish footwear shoppers, set to be more so
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- Figure 26: Spain: Attitudes to shopping for footwear, february 2019
- Geox shoppers more focused on quality, sustainability
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- Figure 27: Spain: Attitudes to shopping for footwear, by where they shop for footwear (leading specialists), February 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Deichmann Schuh
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- 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
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- Figure 28: Deichmann Schuh: group financial performance, 2013-18
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- Figure 29: Deichmann Schuh: outlet data, 2013-18
- Retail offering
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