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Footwear Retailing - Germany Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Footwear Retailing - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers the footwear market in Germany, 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 Germany, 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 Germany 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.

Expert analysis from a specialist in the field

Written by Richard Perks, a leading analyst in the Retail Research sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

For the majority of the retail sector the underlying dynamic is the challenge from online retailers. But the footwear specialists have suffered less than most and appear to be fighting back effectively. But that overall view is driven by the success of Deichmann and we think that many of the smaller players have been struggling Richard Perks
Director of Retail Research

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Table of contents

  1. Overview

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

          • The market
            • Consumer spending
              • Sector size and forecast
                • Figure 1: Germany: Footwear specialists’ sales as % all spending on footwear, 2013-18
              • Inflation
                • Figure 2: Germany: Consumer price inflation on footwear, clothing and all items, annual % change, July 2017-Jan 2019
              • Channels of distribution
                • Figure 3: Germany: estimated distribution of footwear spending by channel, 2018
              • Companies and brands
                • Market shares
                  • Figure 4: Germany: leading footwear specialists’ shares of all footwear specialists’ sales, 2018
                • Online
                  • Figure 5: Germany: Online sales of clothing and footwear, 2014-18
                • The consumer
                  • Where they shop
                    • Figure 6: Germany: Retailers footwear bought from in the last 12 months, February 2019
                  • Attitudes to footwear shopping
                    • Figure 7: Germany: Attitudes to shopping for footwear, February 2019
                  • What we think
                  • Issues and Insights

                    • Are the specialists losing share?
                      • The facts
                        • The implications
                          • Where next for online?
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Spending under pressure
                                  • And specialists sales also weak
                                    • Specialists dominant
                                    • Consumer Spending

                                      • Footwear – five years of decline
                                          • Figure 8: Germany: Consumer spending on footwear (incl. VAT), 2014-18
                                      • Sector Size and Forecast

                                        • Retail sales dip in 2018
                                          • Figure 9: Germany: Specialist footwear retailers, sales (excl VAT), 2014-18
                                          • Figure 10: Germany: Specialist footwear retailers, forecast sales (excl VAT), 2019-23
                                          • Figure 11: Germany: Footwear specialists’ sales as % all spending on footwear, 2013-18
                                      • Inflation

                                          • Figure 12: Germany: Consumer Prices, annual % change, 2016-18
                                          • Figure 13: Germany: Consumer price inflation on footwear, clothing and all items, annual % change, July 2017-January 2019
                                      • Channels of Distribution

                                        • Specialists dominate
                                          • Followed by the online pureplayers
                                            • Clothing relatively unimportant
                                              • And other sectors tiny
                                                • Figure 14: Germany: estimated distribution of footwear spending by channel, 2018
                                            • Companies and Brands – What You Need to Know

                                              • Deichmann the market leader…
                                                • …and growing market share
                                                  • Online growing
                                                    • Amazon the online leader and second in footwear retailing overall
                                                    • Leading Players

                                                        • Figure 15: Germany: Leading footwear specialists, sales, 2014/5-2018/9
                                                        • Figure 16: Germany: Leading footwear specialists, outlets, 2014/15-2018/19
                                                        • Figure 17: Germany: Leading shoe retailers, sales per outlet, 2014/15-2018/19
                                                    • Market Shares

                                                        • Figure 18: Germany: Leading specialist footwear retailers’ shares of all specialist footwear retailers’ sales, 2014-18
                                                        • Figure 19: Germany: Leading footwear retailers’ shares of spending on footwear, 2014-18
                                                    • Online

                                                      • Online activity
                                                        • Shopping online
                                                          • Figure 20: Germany: Online buyers of clothing/sports goods in last 12 months, 2013-18
                                                          • Figure 21: Germany: Channels used for buying shoes, February 2019
                                                        • Online sales of footwear
                                                          • Figure 22: Germany: Online sales of clothing and footwear, 2014-18
                                                        • Leading online players
                                                            • Figure 23: Germany: Estimated sales of footwear online by leading retailers, 2018
                                                        • The Consumer – What You Need to Know

                                                          • Deichmann leads
                                                            • Online an important channel
                                                              • Highly fragmented sector.
                                                                • Comfort more important than fashion
                                                                  • Concern for the environment
                                                                    • Apparent myths in shopping habits
                                                                    • Where They Shop for Footwear

                                                                        • Figure 24: Germany: Retailers footwear bought from in the last 12 months, February 2019
                                                                        • Figure 25: Germany: Profile of footwear shoppers by retailer used, February 2019
                                                                    • Attitudes to Footwear Shopping

                                                                        • Figure 26: Germany: Attitudes to shopping for footwear, February 2019
                                                                        • Figure 27: Germany: Profile of those agreeing with attitude statements, February 2019
                                                                      • Attitudes by where they shop
                                                                        • Style vs comfort
                                                                          • Figure 28: Germany: Attitude to comfort by where people shop, February 2019
                                                                        • Quality
                                                                          • Figure 29: Germany: Attitude to quality by where people shop, February 2019
                                                                        • Green issues
                                                                          • Figure 30: Germany: Those preferring to shop from retailers that are trying to reduce their impact on the environment, February 2019
                                                                          • Figure 31: Germany: Those willing to pay more for footwear made sustainably, 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 32: Deichmann Schuh: group financial performance, 2013-18
                                                                                            • Figure 33: 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 34: Foot Locker Europe: Group financial performance, 2014/15-2018/19
                                                                                                            • Figure 35: Foot Locker Europe: Outlet data, 2014/15-2018/19
                                                                                                          • Retail offering