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UK Footwear Retailing: Incl Impact of COVID-19 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: Incl Impact of COVID-19 - UK 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

37% of footwear shoppers still prefer to visit stores for inspiration rather than going online. This has meant that footwear has been particularly hard hit by the COVID-19 lockdown, and the sector is likely to continue suffering in the inevitable economic slowdown. The footwear market is set to drop by a further 30% in 2020 due to COVID-19, and it is particularly susceptible to any changes in the weather so will likely bear the brunt of post-lockdown discounting, given that many shoppers will not have bothered purchasing summer footwear at full price due to a lack of holiday plans or social arrangements. Additionally, with many people worried about their finances, the category is likely to become even more polarised – which is expected to have a longer-lasting effect on sales as consumers’ trade down to lower-priced options.

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Expert analysis from a specialist in the field

Written by Chana Baram, 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.

The footwear sector picked up in 2019 after a tough 2018. However, the outbreak of COVID-19 in 2020 will have a significant and lasting impact on the sector. The category was previously geared towards the in-store experience, but since lockdown many of the leading retailers have announced significant numbers of store closures. Instead, the focus has moved to upping the online offering and recreating some of the in-store experience in a virtual setting. Chana Baram
Retail Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Products covered in this Report
          • COVID-19: Market context
          • Executive Summary

              • Short, medium and long-term impact of COVID-19 on footwear retailing
                • Figure 1: Short, medium and long-term impact of COVID-19 on footwear, July 2020
              • The market
                • Footwear was an erratic sector even prior to COVID-19
                  • Figure 2: UK footwear sector size and forecast, 2015-25
                • Footwear and clothing specialists lose share
                  • Figure 3: Estimated distribution of spending on footwear, by type of retailer, 2016-19
                • Unseasonable weather continued to disrupt sales
                  • Figure 4: Year-on-year difference of UK monthly mean temperature, 2019-20
                • Footwear continues to experience deflation
                  • Figure 5: Annual changes in CPIH for footwear (including repairs), 2008-19
                • Companies and brands
                  • JD Sports remains the market leader
                    • Figure 6: Estimated market shares for top 10 retailers of footwear, by value, 2017-19
                  • Clarks is the most trusted retailer, Dr. Martens is the most innovative
                    • Figure 7: Attitudes towards and usage of selected brands, June 2020
                  • The consumer
                    • Shopping local has become a higher priority
                      • Figure 8: Changing habits since the outbreak of COVID-19, 16-22 July 2020
                    • Women are worried about their spending power
                      • Figure 9: Impact COVID-19 will have in the UK, by gender, 18th June - 24th June 2020
                    • Trainers remain the most popular option
                      • Figure 10: Styles of women’s footwear purchased, Feb 2019 and May 2020
                    • Men’s footwear suffers biggest decline in number of shoppers
                      • Figure 11: Styles of men’s footwear purchased, Feb 2019 and May 2020
                    • Trainers continue to be the most popular choice for children
                      • Figure 12: Styles of children’s footwear purchased, Feb 2019 and May 2020
                    • Clothing stores more popular than specialists
                      • Figure 13: Types of retailer footwear was purchased from, Feb 2019 and May 2020
                    • There is a need for more trend-led sustainable options
                      • Figure 14: Footwear shopper behaviour, May 2020
                    • Consumers have become accustomed to discounting
                      • Figure 15: Consumer journey for footwear purchasing, May 2020
                    • Price, quality and comfort are most important when choosing children’s styles
                      • Figure 16: Factors prioritised when choosing children’s footwear, May 2020
                    • Shoppers value trusted retailers
                      • Figure 17: Attitudes towards shopping for children’s footwear, May 2020
                    • What we think
                    • The Impact of COVID-19 on Footwear Retailing

                      • The Market
                        • COVID-19 has caused big declines in the footwear sector
                          • Store closures hamper market recovery
                            • COVID-19 has impacted the supply chain
                              • Children’s footwear experiences smaller declines
                                • Retail parks predicted to outperform other destinations as shops reopen
                                  • Interest in sports has endured
                                    • Retailers concentrate on online
                                      • People are still nervous to try on items in-store
                                        • Children’s footwear adapts to an appointment model
                                          • COVID-19 has led to new ways of shopping online
                                            • Home measuring for children’s footwear
                                              • Many say their financial situation has worsened
                                                • Companies and Brands
                                                  • Clarks continues with turnaround strategy
                                                    • A wave of administrations and store closures
                                                      • Amazon attracts new brands since COVID-19
                                                        • Social media used to increase brand awareness
                                                          • There are opportunities in livestreaming
                                                            • Retailers and brands are upping their charitable efforts
                                                              • Online shopping becomes a must due to COVID-19
                                                                • Over a third of shoppers still expect to spend less on fashion items
                                                                  • Fewer people have been purchasing footwear
                                                                    • Discounting likely to impact the market
                                                                    • Issues and Insights

                                                                      • Further opportunities emerge online due to COVID-19
                                                                        • The facts
                                                                          • The implications
                                                                            • Social media and apps utilised to raise brand awareness
                                                                              • Figure 18: Simona Halep challenges users of Nike’s Training Club app to do a diagonal shuffle from her Instagram account, 2020
                                                                              • Figure 19: Mollie Tuggle’s Dr. Martens colouring book, 2020
                                                                            • More brands turn to livestreaming
                                                                              • Charitable work and giving back have presented opportunities
                                                                                • The facts
                                                                                  • The implications
                                                                                      • Figure 20: Kurt Geiger NHS products, 2020
                                                                                    • Opportunities in children’s footwear
                                                                                      • The facts
                                                                                        • The implications
                                                                                        • The Market – What You Need to Know

                                                                                          • COVID-19 has caused big declines in the footwear sector
                                                                                            • Store closures hamper market recovery
                                                                                              • Children’s footwear experiences smaller declines
                                                                                                • Footwear and clothing specialists lose share
                                                                                                  • Unseasonable weather continues to disrupt sales
                                                                                                    • Footwear continues to experience deflation
                                                                                                    • Market Size and Forecast

                                                                                                      • Short, medium and long-term impact on the footwear industry
                                                                                                        • Figure 21: Short, Medium and long-term impact of COVID-19 on footwear, July 2020
                                                                                                      • Lockdown
                                                                                                        • Re-emergence
                                                                                                          • Recovery
                                                                                                            • COVID-19 has caused big declines in the footwear sector
                                                                                                              • Figure 22: UK footwear sector size and forecast, 2015-25
                                                                                                            • Footwear forecast
                                                                                                              • Footwear is less suited to online retailing
                                                                                                                • Store closures
                                                                                                                  • Impact on the supply chain
                                                                                                                    • Sports styles expected to do well
                                                                                                                      • Figure 23: UK footwear sales, at current prices, 2015-25
                                                                                                                    • Learnings from the last recession
                                                                                                                      • Figure 24: UK footwear sales, at current prices, 2007-13
                                                                                                                    • Share of the market by women, men and children’s footwear
                                                                                                                      • Figure 25: UK footwear sales, segmented by market value and percentage share, 2015-20
                                                                                                                      • Figure 26: UK footwear sales, segmented by women’s, men’s and children’s, % share, 2017-20
                                                                                                                  • Channels to Market

                                                                                                                    • Footwear and clothing specialists lose share
                                                                                                                      • Figure 27: Estimated distribution of spending on footwear, by type of retailer, 2016-19
                                                                                                                    • Specialist chains struggle during COVID-19 lockdown
                                                                                                                      • Figure 28: Estimated distribution of spending on footwear, by type of retailer, 2016-19
                                                                                                                  • Market Drivers

                                                                                                                    • COVID-19 causes stores to shut
                                                                                                                      • Figure 29: Year-on-year footfall change, by location, 2015-20
                                                                                                                    • Reliance on online retail increases
                                                                                                                      • Figure 30: Internet sales as a percentage of total retail sales, 2007-19
                                                                                                                    • Interest in sports has endured
                                                                                                                      • Figure 31: People’s priorities around exercise since COVID-19, 16th April -14th May 2020
                                                                                                                    • Unseasonable weather continues to disrupt sales
                                                                                                                      • Figure 32: Year-on-year difference of UK monthly mean temperature, 2019-20
                                                                                                                    • Number of school-age children set to decline
                                                                                                                      • Figure 33: Projected year-on-year percentage population change, based on 2018 projections, by age at last birthday, 2015-24
                                                                                                                      • Figure 34: Projected (2018-based projections) UK population at mid-years, by age at last birthday, 2015-24
                                                                                                                    • Many say their financial situation has worsened…
                                                                                                                      • Figure 35: Change to people’s finances in the UK since COVID-19, 16 – 22 July 2020
                                                                                                                    • …leading to a decrease in discretionary spend
                                                                                                                      • Figure 36: Trends in activities people are considering over the next three months, May 2019 and May 2020
                                                                                                                    • Footwear continues to experience deflation
                                                                                                                      • Figure 37: Annual changes in CPIH for footwear (including repairs), 2008-19
                                                                                                                    • Clothing, footwear and underwear experience steepest declines
                                                                                                                      • Figure 38: Trends in fashion purchases over a three month period, June 2019 and June 2020
                                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                                    • Clarks continues with turnaround strategy
                                                                                                                      • Aldo enters administration and Hotter applies for a CVA
                                                                                                                        • JD Sports remains the market leader
                                                                                                                          • Online sales of footwear continue to increase
                                                                                                                            • Total advertising expenditure down year-on-year in 2019
                                                                                                                            • Leading Footwear Retailers

                                                                                                                              • Leading footwear retailers record declines
                                                                                                                                • Clarks accelerates turnaround strategy
                                                                                                                                  • Shoe Zone expansion and digital investment
                                                                                                                                    • Figure 39: Leading footwear specialists: UK revenues, 2015-19
                                                                                                                                  • Aldo files for bankruptcy protection amid COVID-19 pandemic
                                                                                                                                    • Schuh rolls out Gen Z shopper-inspired designs and exits Germany
                                                                                                                                      • Figure 40: Schuh’s new branding, 2020
                                                                                                                                    • Footwear chains reduce store numbers
                                                                                                                                      • Hotter enters into a CVA
                                                                                                                                        • LK Bennett shuts stores
                                                                                                                                          • Figure 41: Leading footwear specialists: UK outlet numbers, 2015-19
                                                                                                                                        • Deichmann-Shoes UK store expansion
                                                                                                                                          • Office mulls store closures after steep fall in profits
                                                                                                                                            • Sales per outlet
                                                                                                                                              • Foot Locker’s immersive Power Store concept helps drive footfall
                                                                                                                                                • Figure 42: Leading footwear specialists: estimated UK sales per outlet, 2015-19
                                                                                                                                              • Operating profit
                                                                                                                                                • Figure 43: Leading footwear specialists: UK operating profits, 2015-19
                                                                                                                                              • Footasylum swings to a pre-tax loss on the back of low footfall
                                                                                                                                                • Department store concessions dent Dune sales and profits
                                                                                                                                                  • Product diversification and ecommerce drive profits at Kurt Geiger
                                                                                                                                                  • Leading Non-Specialists

                                                                                                                                                    • JD Sports fashion revenue surges on back of athleisure trend
                                                                                                                                                      • Figure 44: Leading non-specialist retailers: estimated footwear sales (excluding VAT), 2015-19
                                                                                                                                                    • Sports Direct is a potential bidder for footwear specialist Office
                                                                                                                                                      • Marks & Spencer and New Look jump on vegan-friendly bandwagon
                                                                                                                                                        • Budget-priced designer shoe look-a-likes help drive Primark sales
                                                                                                                                                          • Big name footwear brands quit Amazon
                                                                                                                                                            • Figure 45: Leading non-specialist retailers: positioning, offer and brands stocked, 2020
                                                                                                                                                        • Market Share

                                                                                                                                                          • Sports fashion retailers are market leaders
                                                                                                                                                            • Figure 46: Estimated market shares for top 10 retailers of footwear, by value, 2017-19
                                                                                                                                                            • Figure 47: Estimated market shares for top 20 footwear retailers, by value, 2017-19
                                                                                                                                                        • Online

                                                                                                                                                          • Online sales of footwear continue to grow
                                                                                                                                                            • Figure 48: Estimated online sales of footwear, 2015-19
                                                                                                                                                          • COVID-19 has led to new ways of shopping online
                                                                                                                                                            • Artificial intelligence used to measure feet
                                                                                                                                                              • Figure 49: Nike Fit in use, 2019
                                                                                                                                                            • Home measuring for children’s footwear
                                                                                                                                                              • Figure 50: John Lewis’ guide for measuring children’s footwear, 2020
                                                                                                                                                              • Figure 51: Start-Rite children’s foot measuring gauge, 2020
                                                                                                                                                            • Distribution
                                                                                                                                                              • Figure 52: Estimated distribution of online sales, 2015-19
                                                                                                                                                            • Big brands ditch Amazon
                                                                                                                                                            • Launch Activity and Innovation

                                                                                                                                                              • Re-imagining the in-store experience
                                                                                                                                                                • adidas’ most digital store to date
                                                                                                                                                                  • Figure 53: Inside the adidas LDN store, 2019
                                                                                                                                                                • Timberland’s eco-focused shop concept
                                                                                                                                                                  • Figure 54: Timberland’s new purpose-led flagship store, 2019
                                                                                                                                                                • Vans new boutique and flagship London stores
                                                                                                                                                                  • Figure 55: Vans store boutique in Covent Garden, 2019
                                                                                                                                                                • Steve Madden opens its first UK flagship store
                                                                                                                                                                  • Made-to-order
                                                                                                                                                                    • Shoenvious launches in the UK
                                                                                                                                                                      • Figure 56: Customisable shoes by Shoenvious, 2019
                                                                                                                                                                    • New Balance teams up with Unmade
                                                                                                                                                                      • Figure 57: New Balance x Unmade customisable trainers, 2019
                                                                                                                                                                    • Hotter introduces bespoke fitted shoes
                                                                                                                                                                      • Footwear brands explore new market opportunities
                                                                                                                                                                        • Roger Vivier launches jewellery collection
                                                                                                                                                                          • Figure 58: Roger Vivier branches out into jewellery, 2019
                                                                                                                                                                        • Jimmy Choo debuts cosmetics range
                                                                                                                                                                          • Bridging the gap between online and in-store footwear shopping
                                                                                                                                                                            • Conversational commerce gives online footwear shoppers more confidence
                                                                                                                                                                              • Sneakrs app offers users the chance to shop for the latest releases
                                                                                                                                                                                • Eco-friendly footwear
                                                                                                                                                                                  • Asics launches recycled footwear
                                                                                                                                                                                    • Figure 59: Asics Edo Era Tribute Pack sustainable footwear, 2020
                                                                                                                                                                                  • Allbirds releases high performance shoes
                                                                                                                                                                                    • Aldo showcases its first sustainable collection
                                                                                                                                                                                      • Figure 60: Aldo’s new RPPL sustainable range, 2019
                                                                                                                                                                                    • Veja opens standalone store in Paris
                                                                                                                                                                                      • Reformation creates sustainable ‘dad sneakers’ with New Balance
                                                                                                                                                                                        • Vegan footwear gaining traction
                                                                                                                                                                                          • Figure 61: Reebok’s plant-based Forever Floatride Grow running shoe, 2019
                                                                                                                                                                                        • New footwear inspired by gardening and medical professionals
                                                                                                                                                                                          • Figure 62: Adidas Gardening Club range campaign, featuring Alan Titchmarsh, 2019
                                                                                                                                                                                        • Comfort and style
                                                                                                                                                                                          • Shoes in support of charity
                                                                                                                                                                                            • Limited editions, collaborations and out-of-the-box partnerships
                                                                                                                                                                                              • Nike teams up with Ben & Jerry’s
                                                                                                                                                                                                • Figure 63: Nike SB ‘Dunk Low Pro Ben & Jerry’s’ style, 2020
                                                                                                                                                                                              • Skechers collaborates with Goodyear
                                                                                                                                                                                                • Dr. Martens launches second Sex Pistols collection
                                                                                                                                                                                                  • Figure 64: Dr. Martens ‘The Filth and the Fury’ boot, 2020
                                                                                                                                                                                                • Crocs partners with KFC
                                                                                                                                                                                                  • Figure 65: Crocs Finger Lickin’ Good shoes, 2020
                                                                                                                                                                                                • Cartoon collaborations
                                                                                                                                                                                                  • Figure 66: Disney x ALDO: Lunar New Year Collection, 2019
                                                                                                                                                                                                • Clarks ramps up number of collaborations
                                                                                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                                                                                  • Total advertising expenditure down 19% year-on-year in 2019
                                                                                                                                                                                                    • Figure 67: Total above-the-line online display and direct mail advertising expenditure on footwear, 2016-19
                                                                                                                                                                                                  • Skechers is the sector’s biggest advertising spender
                                                                                                                                                                                                    • Figure 68: Total recorded above-the-line, online display and direct mail total advertising expenditure on footwear, by leading advertisers, 2016 - 2019
                                                                                                                                                                                                  • Campaign highlights
                                                                                                                                                                                                    • TV celebrity fronts adidas gardening-themed footwear collection campaign
                                                                                                                                                                                                      • Clarks’ autumn/winter 2019 campaign focuses on ‘comfort in every situation’
                                                                                                                                                                                                        • Hotter Shoes showcase SS19 collection
                                                                                                                                                                                                          • Converse celebrates iconic Chuck Taylor sneakers
                                                                                                                                                                                                            • 30% of total advertising expenditure channelled through digital
                                                                                                                                                                                                              • Figure 69: Total above-the-line online display and direct mail advertising expenditure on footwear, by media type, 2019
                                                                                                                                                                                                            • Leading advertisers’ spend by media type
                                                                                                                                                                                                              • Figure 70: Leading advertisers’ total recorded above-the-line, online display and direct mail total advertising expenditure on footwear, by media type, 2019
                                                                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                                                                            • Brand Research

                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                  • Figure 71: Attitudes towards and usage of selected brands, June 2020
                                                                                                                                                                                                                • Key brand metrics
                                                                                                                                                                                                                  • Figure 72: Key metrics for selected brands, June 2020
                                                                                                                                                                                                                • Brand attitudes: Clarks has great customer service and Shoezone offers good value
                                                                                                                                                                                                                  • Figure 73: Attitudes, by brand, June 2020
                                                                                                                                                                                                                • Brand personality: Dr. Martens and Skechers are fun brands
                                                                                                                                                                                                                  • Figure 74: Brand personality – macro image, June 2020
                                                                                                                                                                                                                • Brand personality: Dune and Kurt Geiger perceived as aspirational but also overrated
                                                                                                                                                                                                                  • Figure 75: Brand personality – micro image, June 2020
                                                                                                                                                                                                                • Brand analysis
                                                                                                                                                                                                                  • Clarks trustworthy and highly recommended by those who have used the brand
                                                                                                                                                                                                                    • Figure 76: User profile of Clarks, June 2020
                                                                                                                                                                                                                  • Skechers a fun and somewhat unique, innovative brand
                                                                                                                                                                                                                    • Figure 77: User profile of Skechers, June 2020
                                                                                                                                                                                                                  • Dr. Martens cutting edge and stylish
                                                                                                                                                                                                                    • Figure 78: User profile of Dr. Martens, June 2020
                                                                                                                                                                                                                  • Kurt Geiger exclusive and aspirational
                                                                                                                                                                                                                    • Figure 79: User profile of Kurt Geiger, June 2020
                                                                                                                                                                                                                  • Dune suffers from low brand awareness
                                                                                                                                                                                                                    • Figure 80: User profile of Dune, June 2020
                                                                                                                                                                                                                  • Shoe Zone basic and boring, but good value
                                                                                                                                                                                                                    • Figure 81: User profile of Shoe Zone, June 2020
                                                                                                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                                                                                                  • Online shopping becomes a must due to COVID-19
                                                                                                                                                                                                                    • Fewer people have been purchasing footwear
                                                                                                                                                                                                                      • Clothing stores more popular than specialists
                                                                                                                                                                                                                        • Young shoppers want buy now, pay later options
                                                                                                                                                                                                                          • Consumers have become accustomed to discounting
                                                                                                                                                                                                                          • Shifts in Consumer Behaviour since COVID-19

                                                                                                                                                                                                                            • Appetite for online shopping has increased
                                                                                                                                                                                                                                • Figure 82: Changing habits since the outbreak of COVID-19, 16- 22 July 2020
                                                                                                                                                                                                                              • Over a third of shoppers still expect to spend less on fashion items
                                                                                                                                                                                                                                  • Figure 83: Expected spending patterns due to COVID-19, 16 – 22 July 2020
                                                                                                                                                                                                                                • Shopping local has become a higher priority
                                                                                                                                                                                                                                  • Many feel uncomfortable trying footwear on in-store
                                                                                                                                                                                                                                      • Figure 84: How comfortable people think they will be doing everyday activities, 16-22 July 2020
                                                                                                                                                                                                                                    • Parents with young children cut back on non-essential spending
                                                                                                                                                                                                                                        • Figure 85: People who will be cutting back on non-essential spending since COVID-19, by children in household, 18 - 24 June 2020
                                                                                                                                                                                                                                      • Women are more worried about the financial implications of COVID-19
                                                                                                                                                                                                                                        • Figure 86: Impact COVID-19 will have in the UK, by gender, 18 – 24 June 2020
                                                                                                                                                                                                                                    • Types of Footwear Bought

                                                                                                                                                                                                                                      • COVID-19 leads to fewer footwear sales
                                                                                                                                                                                                                                        • Figure 87: Number of people who purchased footwear, across categories, Feb 2019 and May 2020
                                                                                                                                                                                                                                      • Comfortable styles prove most popular among women…
                                                                                                                                                                                                                                        • Figure 88: Styles of women’s footwear purchased, Feb 2019 and May 2020
                                                                                                                                                                                                                                      • …particularly among younger age groups
                                                                                                                                                                                                                                        • Figure 89: Women’s trainers and slides purchased, by age group, May 2020
                                                                                                                                                                                                                                      • Fewer people have bought men’s trainers…
                                                                                                                                                                                                                                        • Figure 90: Styles of men’s footwear purchased, Feb 2019 and May 2020
                                                                                                                                                                                                                                      • …but the style continues to be a popular gifting option
                                                                                                                                                                                                                                        • Figure 91: Trainers purchased, by gender of purchaser, May 2020
                                                                                                                                                                                                                                      • Men buy fewer styles than women
                                                                                                                                                                                                                                        • Figure 92: Repertoire of styles purchased, by gender, May 2020
                                                                                                                                                                                                                                    • Types of Children’s Footwear Bought

                                                                                                                                                                                                                                      • Trainers continue to be the most popular choice
                                                                                                                                                                                                                                        • Figure 93: Styles of children’s footwear purchased, Feb 2019 and May 2020
                                                                                                                                                                                                                                        • Figure 94: Nike Adventure Club subscription, 2019
                                                                                                                                                                                                                                      • Children’s footwear less prevalent in older age groups
                                                                                                                                                                                                                                        • Figure 95: Repertoire of children’s footwear purchased, by age of children in household, May 2020
                                                                                                                                                                                                                                    • Where Footwear is Bought

                                                                                                                                                                                                                                      • Increasing numbers shopped for footwear online
                                                                                                                                                                                                                                        • Figure 96: Channels used for footwear purchasing, May 2020
                                                                                                                                                                                                                                      • Younger people shop footwear online via smartphones
                                                                                                                                                                                                                                        • Figure 97: Channels used for footwear purchasing, by age group, May 2020
                                                                                                                                                                                                                                      • Clothing stores overtake specialists
                                                                                                                                                                                                                                        • Figure 98: Types of retailer footwear was purchased from, Feb 2019 and May 2020
                                                                                                                                                                                                                                      • Sports Direct remains the most popular footwear retailer
                                                                                                                                                                                                                                        • Figure 99: Retailers footwear has been purchased from, Feb 2019 and May 2020
                                                                                                                                                                                                                                      • Women are far more likely to shop around
                                                                                                                                                                                                                                        • Figure 100: Repertoire of retailers used for footwear, by gender, May 2020
                                                                                                                                                                                                                                    • Behaviour towards Footwear

                                                                                                                                                                                                                                      • More trend-led sustainable options are required
                                                                                                                                                                                                                                        • Figure 101: Footwear shopper behaviour, May 2020
                                                                                                                                                                                                                                      • A third think vegan footwear is always sustainable
                                                                                                                                                                                                                                        • Figure 102: adidas vegan Samba shoe, 2020
                                                                                                                                                                                                                                      • Younger shoppers are drawn towards credit options
                                                                                                                                                                                                                                        • Figure 103: Footwear shoppers who selected yes to behaviours around credit, May 2020
                                                                                                                                                                                                                                        • Figure 104: Klarna available in-store with Schuh, 2019
                                                                                                                                                                                                                                    • Deciding what Footwear to Buy

                                                                                                                                                                                                                                      • Consumers are accustomed to discounting
                                                                                                                                                                                                                                        • Figure 105: Consumer journey for footwear purchasing, May 2020
                                                                                                                                                                                                                                      • Stores remain important for style inspiration
                                                                                                                                                                                                                                        • Female shoppers research styles but men research quality
                                                                                                                                                                                                                                          • Figure 106: Consumer journey for footwear purchasing, by gender, May 2020
                                                                                                                                                                                                                                        • Younger shoppers read online reviews
                                                                                                                                                                                                                                          • Figure 107: Consumers who used online reviews when shopping for footwear, by age group, May 2020
                                                                                                                                                                                                                                      • Purchase Drivers when Buying Children’s Footwear

                                                                                                                                                                                                                                        • Price, quality, and comfort are of utmost importance
                                                                                                                                                                                                                                          • Figure 108: Factors prioritised when choosing children’s footwear, May 2020
                                                                                                                                                                                                                                        • AB consumers most likely to care about experience and the environment
                                                                                                                                                                                                                                          • Figure 109: Factors prioritised when choosing children’s footwear, by socio-economic status, May 2020
                                                                                                                                                                                                                                      • Attitudes towards Children’s Footwear

                                                                                                                                                                                                                                        • Shoppers value trusted retailers
                                                                                                                                                                                                                                          • Figure 110: Attitudes towards shopping for children’s footwear, May 2020
                                                                                                                                                                                                                                        • Customer service needs to extend to those with diverse needs
                                                                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                                                              • Consumer research methodology

                                                                                                                                                                                                                                              About the report

                                                                                                                                                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                              • The Consumer

                                                                                                                                                                                                                                                What They Want. Why They Want It.

                                                                                                                                                                                                                                              • The Competitors

                                                                                                                                                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                              • The Market

                                                                                                                                                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                              • The Innovations

                                                                                                                                                                                                                                                New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                              • The Opportunities

                                                                                                                                                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                              • The Trends

                                                                                                                                                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                                                                                                              Description