Footwear has been severely affected by COVID-19; store closures and the lockdown affected its performance in 2020 as overall adult footwear sales suffered, including sports footwear. During the lockdown consumers stayed at home, hence their shoes did not wear out; for going out they opted for sneakers, as government guidelines only allowed people to leave home for certain work and essential shopping.
By the time shops started reopening, the season for selling winter shoes was over, resulting in losses for retailers that found themselves with unsold stock that they could not move before the new season began in October 2020. With regard to spring shoes, disruption in the supply chain due to the lockdown found shops reopening while being low in stock, which discouraged consumers looking for new colours and styles to round out their spring wardrobes when they were finally able to go out and about.
Children’s footwear performed better than men’s and women’s footwear in 2020, given the shorter lifecycles and the fact that replacing children’s shoes that no longer fit remained a higher priority during the pandemic than buying new shoes for the sake of fashion, for instance, was a lower priority for most consumers during the pandemic. Children’s footwear also posted an increase in sales in April (the weeks leading to Easter) due to the Greek custom of buying shoes as a gift for children during Easter.
Over the review period we saw growing demand for casual and sports-inspired shoes among the Greeks in the context of a shift from formalwear, and the athleisure trend continued to drive growth in footwear before the pandemic. In 2021 and onward footwear growth will continue to derive mostly from casual footwear and sports/sport-inspired shoes.
In keeping with pre-pandemic trends, growth in children’s footwear will be slower compared to men’s and women’s footwear, but this will also occur going forward because as growing children needed new shoes, their sales did not deteriorate as much as they might otherwise have during 2020. Parents, however, will be frugal in their spending on footwear for their children due to the impact of COVID-19 upon the economy; hence the average price is set to decline further in 2021, although at a slower rate compared to 2020.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Greece 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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