Footwear was one of the hardest-hit categories in apparel and footwear in 2020 due to the COVID-19 pandemic, with all areas recording a sharp decline in value sales. Retailers were negatively impacted by mandatory store closures in the spring while growth in the number of people working from home and a dramatic fall in the number of social occasions led to a steep decline in consumers’ demand for footwear.
Children’s footwear fared slightly better than either men’s or women’s footwear in the face of the negative impact caused by the pandemic in 2020. While schools and other institutions were closed for a period and children spent more time at home, they still played outside with their friends and as such needed footwear to a greater extent than their parents.
Footwear sales shifted rapidly towards the e-commerce channel in 2020 as many consumers felt more confident shopping online in terms of safety when faced with the risk of exposure to COVID-19 in a store environment. E-commerce was already the fastest-growing channel before COVID-19; however, the growth in e-commerce during the pandemic accelerated online sales by several years compared to previous estimates.
Footwear is expected to record strong retail value growth at constant 2020 prices in 2021 as the category recovers from the impact of the pandemic. Demand is expected to increase across all categories as retail stores open as normal and consumers return to their regular patterns of everyday life, including going out to work and socialising, with particularly strong growth expected for women’s footwear.
The fragmented nature of footwear in Denmark compared to other apparel categories reflects the relative lack of focus by fast fashion giants such as H&M Hennes & Mauritz A/S. This has traditionally meant that footwear retail chains such as Skoringen have faced less competition from fast fashion players.
Sports footwear is expected to record strong retail value growth in 2021 and a solid performance over the rest of the forecast period. The strong health and wellness trend in Denmark, which has only been amplified by COVID-19, is expected to benefit sports footwear as consumers continue to become more active, with gains likely for global brands such as Nike and adidas as well as for more casual sports-inspired footwear brands.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Denmark 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.
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This report originates from Passport, our Footwear research and analysis database.
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