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Footwear Retailing - Italy 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 - Italy 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 Italy, 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 Italy, 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 Italy 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 Natalie MacMillan, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Italians spend the most per head on footwear of consumers in the big four European markets covered in this report series, making it an attractive and potentially lucrative market for footwear retailers. Natalie MacMillan
Senior European Retail Analyst

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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
              • 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