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Footwear Retailing - Germany - April 2017

OVERVIEW
What you need to know
Areas covered in this report
EXECUTIVE SUMMARY
The market
Spending and inflation
Figure 1: Germany: Consumer spending on footwear (incl. VAT), 2012-16
Figure 2: Germany: Consumer prices, annual % change, July 2015 –January 2017
Figure 3: Germany: Consumer spending on footwear (inc VAT) by segment, 2015
Channels of distribution
Figure 4: Germany: Estimated channels of distribution for footwear spending, 2016
Sector size and forecast
Figure 5: Germany: Footwear specialists’ sales growth, excl VAT, 2012-16
Leading players
Key metrics
Market shares
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
Figure 7: Germany: Where they shop for footwear, in-store or online, February 2017
Attitudes to shopping for footwear
Figure 8: Germany: Attitudes to shopping for footwear, February 2017
What we think
ISSUES AND INSIGHTS 
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
Footwear spending picks up in 2016
Pureplays grow their share of spending
Clothing specialists lose share
Specialists outperform the market
MARKET SIZE
Solid economic performance
Footwear spending grows ahead of clothing
Figure 9: Germany: Consumer spending on footwear and clothing (incl. VAT), 2012-16
Inflation
Figure 10: Germany: Consumer prices, annual % change, 2012-16
Figure 11: Germany: Consumer prices, annual % change, July 2015 –January 2017
MARKET SEGMENTATION
Figure 12: Germany: Consumer spending on footwear (inc VAT) by segment, 2015
CHANNELS OF DISTRIBUTION
Specialists dominate the market
Figure 13: Germany: Estimated channels of distribution for footwear spending, 2016
SECTOR SIZE AND FORECAST
Footwear specialists’ sales growth accelerates
Figure 14: Germany: Footwear specialists’ sales, excl VAT, 2012-16
Figure 15: Germany:  Footwear specialists’ sales, Forecasts, excl VAT, 2017-21
LEADING PLAYERS – WHAT YOU NEED TO KNOW
Specialists invest in multichannel developments
Deichmann the market leader
Rising demand for footwear online
Otto the biggest retailer for shoes online
LEADING PLAYERS
Deichmann surging ahead
Görtz implements restructuring and refurbishments
Foot Locker failing to keep pace
Consolidation
Polish discounter CCC gains foothold
Figure 16: Germany: Leading specialist footwear retailers, Sales, 2014-16
Figure 17: Germany: Leading specialist footwear retailers, Outlet numbers, 2014-16
Figure 18: Germany: Leading specialist footwear retailers, Sales per outlet, 2014-16
MARKET SHARES
Figure 19: Germany: Leading specialist footwear retailers: Shares of specialist footwear retailers’ sales, 2014-16
ONLINE
Online activity and device usage
Shopping online
Figure 20: Germany: Percentage buying online in last 12 months, 2011-16
Online sales
Figure 21: Germany: Online sales of clothing and footwear, incl. VAT, 2014-16
Leading online players
Figure 22: Germany: Leading online footwear retailers, 2015-16
THE CONSUMER – WHAT YOU NEED TO KNOW
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
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
Figure 24: Germany: Who has bought footwear for themselves over the last 12 months, in-store or online, by gender and age, February 2017
WHERE THEY SHOP FOR FOOTWEAR
Specialist footwear retailers dominate
Figure 25: Germany: Where they shop for footwear, net in-store or online, February 2017
Amazon is the top online retailer
Figure 26: Germany: Where they shop for footwear, in-store or online, February 2017
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
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
Comfort and quality over fashion and price
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
Figure 30: Germany: Attitudes to shopping for footwear, February 2017
Supermarket shoppers value comfort and low prices
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
Abbreviations
Data sources
C&J CLARK 
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
Figure 32: C&J Clark (UK): group financial performance, 2012/13-2016/17
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
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
Figure 35: Deichmann Schuh: group financial performance, 2012-16
Figure 36: Deichmann Schuh: outlet data, 2012-16
Retail offering
LUDWIG GöRTZ
What we think
Lack of profitability hurts ability to invest
An opportunity for differentiation?
Exclusive brands potential
Where now?
Company background
Company performance
Figure 37: Ludwig Görtz: group financial performance, 2011-15
Figure 38: Ludwig Görtz: outlet data, 2011-15
Retail offering
SCHUH 
What we think
Focusing on fashion
Investing in technology
Where now?
Company background
Company performance
Figure 39: Schuh (UK): group* financial performance, 2012/13-2016/17
Figure 40: Schuh (UK): outlet data, 2012/13-2016/17
Retail offering

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