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Footwear Retailing - Spain - April 2019

Covered in this report

This report covers the footwear market in Spain, with a focus on footwear specialists. The report does not cover non-specialists, such as department stores, in detail although these are looked at briefly in the Channels of Distribution section and also in our consumer research. The report combines analysis of the market in Spain, including market sizes, specialists’ sales and forecasts, along with our in-depth consumer data, which analyses shoppers’ behaviour.

For the consumer research we asked questions on the following topics:

  • Which retailers had been used for footwear shopping, in-store and online
  • Agreement with a variety of attitude statements towards shopping for footwear

For the purpose of this report, Mintel has used the following definitions:

Consumer spending: The total amount spent by Spanish households (including sales tax) through all retail channels – both specialist and non-specialist. This covers all footwear categories, including trainers, but excludes game specific footwear (e.g. football boots, ski-boots) and orthopaedic footwear.

Retail sales: total sales of all types of footwear (excluding sales tax) via stores and directly to the consumer by specialist retailers of footwear. It includes online sales of these retailers where the majority of sales are in bricks and mortar outlets.

Channels of distribution: Mintel estimates of the proportions of spending on footwear via other channels, including the grocers, mixed goods retailers and non-store retailers.

“Specialist footwear retailers need to reclaim the territory that they have ceded, whether to non-specialists or online-only retailers, by focusing on their expertise, customer service levels and the quality of their products. To get back in the game with trainers/sneakers, some operators could benefit from acquisitions to gain a foothold in this growth segment of the market.”
– Michael Oliver, Senior Retail Analyst

This report looks at the following areas:

  • How can retailers with physical stores defend their position?
  • What are the opportunities in the area of sustainability?

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Economy
              • Consumer spending
                • Figure 1: Spain: Consumer spending on footwear (incl VAT), 2014-18
              • Sector size and forecast
                • Channels of distribution
                  • Figure 2: Spain: Estimated distribution of footwear spending by channel, 2018
                • Companies and brands
                  • Key metrics
                    • Market shares
                      • Figure 3: Spain: Leading specialist footwear retailers’ estimated shares of total specialist footwear retailers’ sales, 2018
                    • Online
                      • The consumer
                        • Where they shop for footwear
                          • Figure 4: Spain: Where they shop for footwear, February 2019
                        • Attitudes to footwear shopping
                          • Figure 5: Spain: Attitudes to shopping for footwear, February 2019
                        • What we think
                        • Issues and Insights

                          • 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

                                      • 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

                                                • Healthy economic growth
                                                  • Growth in spending on footwear drops off
                                                    • Figure 6: Spain: Consumer spending on footwear (incl. VAT), 2014-18
                                                • Sector Size and Forecast

                                                  • Footwear specialists’ sales have stagnated
                                                    • Figure 7: Spain: Specialist footwear retailers, sales (excl VAT), 2013-18
                                                    • Figure 8: Spain: Specialist footwear retailers, forecast sales (excl VAT), 2019-23
                                                • Inflation

                                                    • 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
                                                • Channels of Distribution

                                                  • 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
                                                            • Figure 11: Spain: Estimated distribution for footwear spending by channel, 2018
                                                        • Leading Players – What You Need to Know

                                                          • 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

                                                                    • 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
                                                                                        • Figure 12: Spain: Leading specialist footwear retailers, sales, 2014-18
                                                                                        • Figure 13: Spain: Leading specialist footwear retailers, outlet numbers, 2014-18
                                                                                        • Figure 14: Spain: Leading specialist footwear retailers, sales per outlet, 2014-18
                                                                                    • Market Shares

                                                                                        • Figure 15: Spain: Leading specialist footwear retailers’ shares of specialist footwear retailers’ sales, 2014-18
                                                                                    • Online

                                                                                      • Online activity
                                                                                        • Figure 16: Spain: Online purchasing in the past 12 months compared to other major European economies, 2014-18
                                                                                      • Shopping online
                                                                                        • Figure 17: Spain: Online buyers of clothing/sports goods in last 12 months, 2014-18
                                                                                      • Online sales of footwear
                                                                                        • Figure 18: Spain: estimated online sales by product category, 2017
                                                                                      • Leading online players
                                                                                          • Figure 19: Spain: Estimated sales of footwear online by leading retailers, 2017-18
                                                                                      • The Consumer – What You Need to Know

                                                                                        • 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

                                                                                                    • Similar levels of purchasing although over-65s significantly less likely to buy
                                                                                                      • Figure 20: Spain: Who shops for footwear (all buyers), February 2019
                                                                                                  • Where They Shop for Footwear

                                                                                                    • Non-specialists are most popular place to buy footwear
                                                                                                      • Figure 21: Spain: Where they shop for footwear (broad types of retailer), February 2019
                                                                                                    • Specialists failing to engage with younger buyers
                                                                                                      • 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
                                                                                                      • Figure 23: Spain: Where they shop for footwear, February 2019
                                                                                                    • Leading specialist chains have very different customer profiles
                                                                                                      • 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
                                                                                                      • Figure 25: Spain: Where else consumers shop for footwear, (leading specialists), february 2019
                                                                                                  • Attitudes to Footwear Shopping

                                                                                                    • 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
                                                                                                          • Figure 26: Spain: Attitudes to shopping for footwear, february 2019
                                                                                                        • Geox shoppers more focused on quality, sustainability
                                                                                                          • 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

                                                                                                        • 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 28: Deichmann Schuh: group financial performance, 2013-18
                                                                                                                            • Figure 29: Deichmann Schuh: outlet data, 2013-18
                                                                                                                          • Retail offering

                                                                                                                          Footwear Retailing - Spain - April 2019

                                                                                                                          US $2,808.06 (Excl.Tax)