Sales of footwear plummeted following the introduction of the lockdown in March in response to the outbreak of COVID-19. Unable to visit store-based retailers to try shoes on many consumers postponed purchases.
Children’s footwear was less impacted by the measures taken to control COVID-19 in 2020. Unlike men’s and women’s footwear, one of the main drivers of growth for children’s footwear is growing feet.
Footwear players that place a heavy reliance on in-store sales, including top player Deichmann, suffered heavy losses in 2020 due to store closures during the lockdown periods. Meanwhile, players with products sold in a wider variety of channels, and especially online, were better able to manage through the crisis.
Footwear is expected to see a strong rebound from 2021 as outdoor activities resume and as consumers begin to return to the workplace. Nevertheless, with restrictions still in place as of early 2021, sales are not expected to return to pre-COVID-19 levels until 2022.
Children’s footwear is expected to see slower growth in 2021 and 2022 than men’s and women’s footwear, although this is mainly due to the fact the category registered a slower rate of decline in 2020. Nevertheless, another factor is Austria’s declining birth rate.
Another growth driver is likely to be the increasing focus on health and fitness with this being likely to help drive demand for sports footwear. Leading brands such as Nike, adidas and Under Armour already invest significant amounts in marketing their products, but they may look to adjust their strategies in the wake of COVID-19, placing a greater emphasis on those engaging in sport and exercise for health reasons.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Footwear research and analysis database.
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