Germany Footwear Retailing Market Report 2023
The rise of non-specialists in the footwear market in Germany shows how consumers increasingly shop for complete outfits.
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: spending intentions on clothing and accessories (including footwear) in the next six months compared to the last six months, by age, 2023
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 2: retailers shopped with for footwear in the last 12 months, 2023
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market drivers
- The German economy
- Graph 3: key economic data, in real terms, 2019-24
- Graph 4: financial confidence index, 2022-23
- Graph 5: price indices by product category, 2022-23
- Graph 6: spending intentions on clothing and accessories (including footwear) in the next six months compared to the last six months, by age, 2023
- Graph 7: ways consumers are planning to spend less on clothing and accessories (including footwear) in the next six months compared to the last six months, by age, 2023
- The German clothing market
- Graph 8: consumer spending on clothing, €bn, including VAT, 2018-22
- Online shopping
- Social media
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MARKET ACTIVITY
- Sector size and forecast
- Graph 9: turnover of footwear specialists, €bn, excluding VAT, 2017-23
- Consumer spending
- Graph 10: consumer spending on footwear, nominal, including VAT, €bn, 2018-23
- Online vs offline shopping
- Graph 11: online and offline share of footwear consumer spending , 2018-23
- Graph 12: footwear purchase channels, NET, 2023
- Graph 13: online footwear purchasing, by device type, by age, 2023
- Channels of distribution
- Graph 14: market share of specialists vs non-specialists, 2018-22
- Graph 15: select types of retailers shopped with for footwear in the last 12 months, by age, 2023
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What consumers want and why
- Footwear purchases
- Graph 16: footwear purchased in the last 12 months, by age, 2023
- Graph 17: styles of women’s footwear bought in the last 12 months, 2023
- Graph 18: styles of men’s footwear bought in the last 12 months, 2023
- Graph 19: styles of men’s footwear bought in the last 12 months, men by age, 2023
- Graph 20: repertoire of styles of men’s footwear bought in the last 12 months, by gender and age, 2023
- Graph 21: styles of women’s footwear bought in the last 12 months, women by age, 2023
- Graph 22: repertoire of styles of women’s footwear bought in the last 12 months, by gender and age, 2023
- Graph 23: styles of children’s footwear bought in the last 12 months, by children in household and their age, 2023
- Reasons for buying footwear
- Graph 24: occasions for footwear purchases in the last 12 months, by age, 2023
- Inspiration for footwear purchasing
- Graph 25: inspiration for footwear purchases, 2023
- Graph 26: inspiration for footwear purchases, by age, 2023
- Behaviours regarding footwear retailing
- Graph 27: behaviours regarding footwear retailing, 2023
- Graph 28: agreement that comfort is more important than style when shopping for footwear, by age, 2023
- Graph 29: consumers who typically buy footwear when they buy clothing, by age, 2023
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RETAILER ACTIVITY
- Leading retailers
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and forecast
Stay ahead of the curve and future-proof your business with Mintel’s Footwear Retailing Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, footwear market Germany trends, and consumer behaviours affecting your industry. Get a 360° view of the footwear market in Germany including market share, footwear market size in Germany, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of the footwear market in Germany, including market drivers and expert insights.
- The effect of the cost of living crisis on the footwear market Germany.
- Consumer Behaviour: Types of footwear purchased, channels and retailers used, and purchase factors/drivers.
- How your business can tap into opportunities to increase your share in footwear retailing Germany.
An Overview of the Footwear Market in Germany
Pent-up demand fuelled footwear spending after the pandemic as consumers returned to social gatherings and updated their wardrobes.
Now however, inflationary pressures are curbing spending, with consumers increasingly looking for deals.
- Footwear Market Size in Germany: In 2023, the footwear market in Germany generated €9.09bn in sales.
Footwear Retailing Germany: What Consumers Want and Why
- Inflation & the Footwear Market Germany: Squeezed incomes continue to impact footwear sales as German consumers remain price sensitive, with 64% of shoppers waiting for sales before buying. This causes brand loyalty to take a back seat as over half of buyers believe that price is more important than brand.
- Opportunities in the Footwear Market Germany: Fashion is perceived as a form of self-expression and 59% of German footwear buyers aged 16 to 24 would be willing to pay more for limited editions. Footwear retailers can tap into that perception and attract modern buyers through emotional marketing and innovative designs or collaborations.
- Footwear Retailing Germany – Online vs Offline: Online sales are putting pressure on physical stores to attract customers. Adding value by enhancing the shopping experience through expanded product ranges or additional services tied to loyalty programs, like repair and care services, appeal to consumers’ sense of quality and comfort, and can encourage a return to in-store shopping.
To learn how to connect with your audience, purchase our Footwear Retailing in Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: ASOS, Google, Klarna, Gizeh, Kangaroos, DEICHMANN, Zalando, Adidas, Nike, Tamaris, The Athlete’s Foot, TikTok, ASICS, Amazon, Prada, Micolet, Dr. Martens, Marc O’ Polo, Instagram, Skechers, Birkenstock, Vlace, Puma, Tiffany, Acloset, Salamander, Shuhaus Klauser, Reno, Görtz, Kienast (ABC Shuh-Center, K+K Shuh-Center, Shoe4You, Shuhpark, CLAUDIO Shuhe), GANT, Rieker, DooDogs, and many more.
Products: Sneakers, running shoes, casual shoes, slides, flip flops, slippers, boots (flat/with heels), sandals (flat/with heels), formal shoes, heeled shoes, and more.
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Expert Insights on the Footwear Market Germany
This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight footwear retailing trends in Germany and add expert context to the numbers.
The rise of non-specialists in the footwear market in Germany shows how consumers increasingly shop for complete outfits. To encourage engagement, retailers can leverage technology to help buyers find their unique styles.
Lena Rittmann
Analyst
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