The German working environment and culture has often revealed formal characteristics. In addition, new trends tend to enter local consumers’ lives more slowly than in other Western countries.
As opposed to formal footwear, sports footwear showed greater levels of resilience to the new market conditions presented in 2020, and recorded only single-digit current value declines. Despite the intense disruption witnessed in this area due to indoor sports facility disruptions and suspension or delay of sporting events, sports footwear, particularly sports-inspired options, better connected with its consumer base during the pandemic.
Children’s footwear in Germany is characterised by high volume and low prices, even though the country registers a wide range of the population with relatively high incomes when compared to neighbouring countries in Western Europe. The fact that major retailers such as Deichmann and Kik offer competitive prices in this segment posed a risk during the pandemic.
In line with the overall market, demand for footwear in Germany is predicted to experience a notable upturn in 2021 despite economic uncertainty and wavering confidence amongst local consumers. This will be attributed to the likelihood that store-based retailing in 2021 will reopen after the vaccination rollout picks up in the second half of the year although there is still potential for further revenue loss during the spring season with lockdown restrictions set to be in place until April.
Footwear is not only expected to recover to pre-pandemic levels in both volume and value terms (at constant 2020 prices) by 2023, but will also experience healthy potential going forward. Starting with a strong rebound early in the forecast period, the following years should be characterised by strong growth as Germany’s economic scenario improves and individuals spend more per unit and purchase footwear to suit different occasions.
Germany is becoming increasingly casual in terms of dress codes in different environments. From company meetings to social gatherings, sneakers are taking over classic shoe models, with a similar trend noted in terms of an increasing preference for t-shirts over buttoned shirts.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Footwear research and analysis database.
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