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Footwear Retailing - Italy - April 2019

OVERVIEW
What you need to know
Areas covered in this report
EXECUTIVE SUMMARY
The market
Consumer spending
Figure 1: Italy: Consumer spending on Footwear, 2014-18
Sector size and forecast
Channels of distribution
Figure 2: Italy: Estimated distribution of spending on footwear by channel, 2018
Companies and brands
Key metrics
Market shares
Figure 3: Italy: Leading footwear specialists’ estimated shares of total specialist footwear retailers’ sales, 2018
Online
The consumer
Where they shop
Figure 4: Italy: Where they shop for footwear, in-store or online, February 2019
Attitudes to footwear shopping
Figure 5: Italy: Attitudes to shopping for footwear, February 2019
What we think
ISSUES AND INSIGHTS 
The importance of online, especially to the young
The facts
The implications
Tackling environmental concerns to appeal to older shoppers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Economy weakening
Minimal growth in footwear spending
Footwear specialists proving resilient
Footwear specialists account for 70% of distribution
CONSUMER SPENDING
Economy weakening
Weak growth in spending on footwear
Figure 6: Italy: Consumer spending on footwear (incl. VAT), 2014-18
Inflation
Figure 7: Italy: Consumer price inflation *, annual % change, 2014-18
Figure 8: Italy: Consumer price inflation * on footwear, clothing and all items, annual % change, July 2017-Janaury 2019
SECTOR SIZE AND FORECAST
Specialists proving resilient
Figure 9: Italy: Specialist footwear retailers, sales (excl VAT), 2014-18
Figure 10: Italy: Specialist footwear retailers, forecast sales (excl VAT), 2019-23
CHANNELS OF DISTRIBUTION
Figure 11: Italy: where they shop for footwear, in-store or online, February 2019
Figure 12: Italy: Estimated distribution of spending on footwear by channel, 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Specialists face competition
Premium footwear popular but growth in the mass market
A fragmented market, but consolidation in progress
Online undeveloped but growing via the mobile channel
LEADING PLAYERS
A fragmented market
Premium-end more accessible
Middle market thriving
Bata still strong in Italy
Spin-off sports stores
Figure 13: Italy: Leading specialist footwear retailers, sales, 2014-18
Figure 14: Italy: Leading specialist footwear retailers, approximate outlet numbers, 2016-18
Figure 15: Italy: Leading specialist footwear retailers, estimated sales per outlet, 2018
MARKET SHARES
Figure 16: Italy: Leading specialist footwear retailers’ shares of all specialist footwear retailers’ sales 2014-18
ONLINE
Technology ownership and online activity
Shopping online
Figure 17: Italy: Online buyers of clothing/sports goods in last 12 months, 2013-18
Online sales
Leading online players
Figure 18: Italy: Leading retailers’ estimated online sales of footwear, 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Footwear shopping levels greatest among 25-44s
Specialists and independents above any other channel
Most buyers invest in quality footwear
The young combine clothing and footwear shopping
Different ethics motivate the young and old
WHO SHOPS FOR FOOTWEAR
Figure 19: Italy: Footwear buyers in the last year, February 2019
WHERE THEY SHOP FOR FOOTWEAR
Figure 20: Italy: Where they shop for footwear, in-store or online, February 2019
Figure 21: Italy: Profile of those who had bought footwear in-store or online, by type of retailer used, February 2019
ATTITUDES TO FOOTWEAR SHOPPING
Quality is paramount
The young combine clothing and footwear shopping
Different ethics motivate the young and old
Figure 22: Italy: Attitudes to shopping for footwear, February 2019
Attitudes by retailer used
Figure 23: Italy: Attitudes to shopping for footwear by retailer used, % agreeing, February 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Data sources
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 24: Deichmann Schuh: group financial performance, 2013-18
Figure 25: 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 26: Foot Locker Europe: Group financial performance, 2014/15-2018/19
Figure 27: Foot Locker Europe: Outlet data, 2014/15-2018/19
Retail offering

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